The AIDS Foundation of South Africa’s media strategy is focused centrally around the context of our work which has a strong focus on behaviour change communication, combination prevention techniques and biomedical support strategies to populations which would not otherwise receive support or messaging. AFSA believes in a collaborative, hands-on approach which addresses existing social structures, cultural beliefs and values and strategically incorporates HIV/AIDS awareness and treatment literacy through the Community Dialogue Model.
Urban communities have the privilege of direct messaging through public health facilities and other similar campaigns, however rural communities are at a disadvantage because of their geographical and technological ‘distances’ from urban communities.
Therefore, we work in hard to reach, rural and vulnerable communities with the highest HIV prevalence in South Africa and select community based organisations based within those communities, use staff who are in close proximity to the target communities who serve as pioneers to disseminate accurate, context specific HIV messaging.
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