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May 31
HST is leveraging the power of digital media for social change
At Health Systems Trust, we have conceptualised an innovative social media campaign driving behaviour change among young people in South Africa to take up HIV testing and treatment services.
You're better off knowing, the campaign tag-line, is premised on the fact that in this digital era people have a wealth of knowledge at their fingertips, yet many do not know their HIV status. In language that resonates with youth and high risk groups our campaign messages seek to encourage people to take the first step and test for HIV, building on this to encourage them to seek and adhere to treatment.

The campaign uses several media channels to disseminate high impact messages designed to grab attention and create awareness among target audiences. In the first phase in 2016, we used radio, print, billboards, display adverts, digital and social media, supported by outreach activities to deepen the communication and educate communities. In the current phase, we are using social media to extend the conversation to a much wider online audience. 

The campaign has been very successful in its first nine months, achieving 42 678 engagements on Facebook and 106 750 on Twitter. The website has received over 1.7 million hits from 60 000 unique visitors.  

Better off Knowing was showcased by Health Systems Trust at the South Africa AIDS Conference  held in Durban from 13- 15 June 2017 under the track 'Best Practices: Programmes, Communications and Community Engagement'.  

Follow the Better off Knowing Campaign on Twitter and visit the Better off Knowing Website for more information.


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