Campaign details

Brand: The Bill and Melinda Gates Foundation
Agency: Ipsos/Matchboxology
Country: UK

Synopsis

HIV in South Africa

Of all those living with HIV worldwide, almost a fifth are in South Africa. Young women account for two thirds of new infections, but men are over-represented in AIDS deaths. This indicates that men are not testing as much as women, nor initiating treatment as readily.

In fact, they are notoriously hard for health providers to reach. They're not only considered evasive, but may also engage in extramarital sex, alcohol consumption and partner violence, furthering their reputation as being responsible for perpetuating HIV transmission. Men (particularly poor, young, black men) respond least to national initiatives, so are disproportionately underserved by health providers.

Forming a consortium