TV cartoon raises HIV awareness

Cartoon characters such as those in the South Park and Simpsons series are raising awareness of HIV among the young.

The HIV-aware cartoon characters appear in Scrutinize inserts broadcast on TV. They have alerted youngsters to the risks of multiple partners and not using condoms, and to the need to know their HIV status, according to research findings released at the SA Aids Conference in Durban yesterday.

Larry Kincaid, of the Johns Hopkins School of Public Health, in the US, found that:

• 54% of male viewers with high exposure to Scrutinize knew that having multiple sex partners raised the risk of HIV infection, compared with 41% among those who seldom saw the inserts;
• This difference was less marked among female viewers (51% with high exposure vs 41% with low exposure);
• 53% of male viewers with high exposure to Scrutinize raised the importance of HIV testing with sex partners (vs 35% with low exposure), and were likelier to ask partners to test for HIV;
• Scrutinize is likely to have raised the number of condom users by 760000 since its launch in 2008;
• The campaign, backed by Levi Strauss clothing and USAID Pepfar, was cost-effective, at R14 for each person reporting that he or she would reduce the number of partners with whom they had sex.

Richard Delate, programme director for Johns Hopkins Health and Education in South Africa, said: "We wanted to increase knowledge about the risk of multiple partners and to increase the correct and consistent use of condoms."

Evaluation, based on data from nine provinces from the 2009 National Communications Survey, shows that Scrutinize has been successful. But there might have been a "boomerang" effect among a group of young men favouring multiple partners. They might have felt that Scrutinize supports their behaviour, but this needs further study.

The slogan "Eliminate the element of surprise" has become well known among the young target viewers.

So has the shifty HIV ninja character who explodes on to the screen when characters put themselves at risk of infection.

Mkhozeni Gumede, of Dramaide, said: "Scrutinize gets students to engage with other students."

Matchboxology creative director Cal Bruns, who designed the campaign using comedian Joey Rasdien and soapie star Sophie Ndaba, said Sunday Times readers voted Scrutinize a cool brand.