Matchboxology’s body of prevention communication experience together with insights from various academic studies informed a completely new strategic positioning – I AM RESPONSIBLE. This radically reversed responsibility from the State to the individual; the result being a nation of individuals rewarded with the power to take charge of their own personal wellness.
President Zuma embraced the new strategy on World AIDS Day in a Matchboxology designed event that departed from previous WAD stadium shows. Key health service providers were invited to the Capital; where the President personally applauded them for their services.
The President rallied this critical on-the-ground workforce by committing to lead the I Am Responsible campaign through his own actions. A nationally televised “fireside message” from the President confirmed his personal commitment to lead via his own actions. Research indicates that the very public Presidential HIV test was a big factor in achieving massive increases in HCT uptake.
Matchboxology designed the (HCT) campaign to allow the DoH to harness the resources and mobilization capacities of the private sector, faith-based organizations, NGOs, and foreign-donor efforts.
The distinctively visual campaign was created for both mass media and on-the-ground behavior change activations. Included was a very successful nationwide call to retired doctors and nurses to assist the DoH in delivering scaled up testing.
495% increase in HCT uptake
Before the campaign: 2 million South Africans testing annually.
Year 1 of the HCT campaign: over 11.9 million tested (Including a very public test by the President himself).
What the client saw:
- Brand identity
- Strategic and creative campaign
- Rapid turnaround under pressure
- Event design
What Matchboxology saw:
- Opportunity to tie together myriad HIV prevention and treatment campaigns
- Human Centered Positioning