“Out there it’s YOLO”: Youth perspectives on a mass media HIV- and gender-based violence campaign in South Africa

Abstract

Gender-based violence continues to be a leading determinant of South Africa’s HIV/AIDS epidemic. As such, gender socialisation and de-normalisation of gender inequality and violence remain principal objectives for public health organisations. This article discusses youth reception of a mass media HIV/AIDS prevention campaign targeting gender inequality. Applying social cognitive theory to the analysis of focus group data highlights three interrelated challenges to encouraging positive self-efficacy in gender-based violence and HIV prevention: (1) HIV/ AIDS-related media saturation; (2) AIDS messaging fatigue; and (3) challenges reconciling popular youth culture with gender equity messaging. The article recommends public health and social justice organisations consider a flexible approach to the ideological or behavioural congruence of potential celebrity ambassadors and/or media to maximise youth appeal and reduce messaging fatigue.

Keywords: celebrity advocacy, gender inequality, HIV/AIDS messaging fatigue, mass media campaigns, popular culture, public health promotion