Sponsored by the USAID and Johns Hopkins University, the 'Scrutinize' campaign urges young people to scrutinize their risky sexual behaviors. Scrutinize wanted to reinforce and expand on the TV adverts and bring the message live to students across South Africa. The aim of the Scrutinize live events was to increase brand awareness , educate students and make them aware of the choices they have and how their behavior can lead to different circumstances. Eliminate the element of surprise and convert HIV to HI Victory!
How Student Village delivered
Student village drew in masses of students to attend the Scrutinize live events on campus. By creating a huge draw factor we used a combination of celebrities such as Joey Rasdien and Welile to educate the students in a cool way, while performers J.R and Big Nuzz “rocked the house”. Vox pop videos and the Scrutinize animerts (TV Ads) were flighted on big screens. Ensuring crowd interaction and understanding the message, a game was played using high risk and low risk cards that students used to answer questions. Testing stations were set-up to encourage students to know their status.
The happy ending
South African youth love to Scrutinize! The animated Scrutinize HIV prevention campaign has won a 2009 Khuza Award, voted for third best brand by young adults. Students have learnt more about their behaviours in an ongoing campaign to allowing students to know more about their behaviors to keep them safe. A follow-up campaign will be happening in August/September on campuses across SA.
