Understanding the role of the OneLove campaign in facilitating drivers of social and behavioral change in Southern Africa: A qualitative evaluation
Journal of Health Communication
School of Social Sciences, University of the Witwatersrand, Private Bag 3, Wits 2050, Johannesburg, South Africa; Research Unit, Soul City Institute for Health and Development Communication, Johannesburg, South Africa; School of Public Health, University of the Witwatersrand, Johannesburg, South Africa
In the wake of the HIV and AIDS pandemic, health communication has played an important role in social and behavior change in HIV prevention and treatment efforts. Despite this significant role, it is not always clear how health communication influences individuals and communities to facilitate social and behavior change. Guided predominantly by Lewin's theory of change in the context of complexity thinking, and supported by qualitative evidence from Soul City Institute's midterm evaluation of the OneLove multimedia campaign in 9 southern African countries, this article illustrates how carefully designed health edutainment communication materials facilitate drivers of social and behavior change. Thus, researched and theory-based health communication aimed at behavior and social change remains an important pillar in HIV prevention and treatment, where personal and social agency remain key. Copyright © 2015 Taylor & Francis Group, LLC.