Youth in Dialogue - Nelson Mandela Foundation
Youth in Dialogue - Nelson Mandela Foundation
Youth in Dialogue - Nelson Mandela Foundation
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confidential counsell<strong>in</strong>g and<br />
test<strong>in</strong>g)<br />
◊ Expand face-to-face<br />
communication and outreach<br />
programme support at a<br />
community level<br />
◊ Support an effective<br />
<strong>in</strong>tegration of mass media<br />
and outreach, to capture the<br />
imag<strong>in</strong>ation of youth around<br />
the world<br />
◊ Rally and empower South<br />
African youth to break the<br />
silence, encourag<strong>in</strong>g them<br />
to do someth<strong>in</strong>g about HIV<br />
and AIDS <strong>in</strong> order to build a<br />
positive future<br />
L<strong>in</strong>k<strong>in</strong>g community<br />
dialogue or “community<br />
action” to media <strong>in</strong>terventions<br />
of the campaign served<br />
to extend the reach of the<br />
awareness campaign and the<br />
engagement of thousands<br />
of young people outside the<br />
dialogue session catchments<br />
but with<strong>in</strong> the appropriate<br />
geographical and cultural area.<br />
The 46664 mural <strong>in</strong> KwaMakhutha.<br />
This l<strong>in</strong>k between direct social<br />
mobilisation and mass media<br />
– primarily on community<br />
radio – serves to leverage<br />
the potential for word of<br />
mouth with regard to positive<br />
behaviour change amongst<br />
youth, <strong>in</strong> terms of adopt<strong>in</strong>g<br />
health-seek<strong>in</strong>g behaviours<br />
and consistent prevention<br />
techniques.<br />
Word of Mouth (WOM)<br />
is a powerful form of<br />
communication. Studies<br />
have shown that WOM has<br />
a bigger impact on actual<br />
behaviour than any other<br />
source of communication.<br />
Word of Mouth Media<br />
(WOMM) is communication<br />
us<strong>in</strong>g mass media platforms<br />
that is specifically focused on<br />
<strong>in</strong>creas<strong>in</strong>g and affect<strong>in</strong>g WOM.<br />
Community mobilisation is<br />
WOM <strong>in</strong> action: thousands of<br />
people talk<strong>in</strong>g to other people<br />
<strong>in</strong> their own communities.<br />
WOMM is media focused on<br />
leverag<strong>in</strong>g that WOM.<br />
This extension of social<br />
mobilisation <strong>in</strong>itiatives <strong>in</strong>to<br />
the media focused on the<br />
engagement of community<br />
leaders and member<br />
<strong>in</strong>dividuals, civil society<br />
groups and NGOs <strong>in</strong> order<br />
to achieve social mobilisation<br />
toward the prevention of HIV<br />
<strong>in</strong>fection and the support of<br />
those <strong>in</strong>fected and affected by<br />
HIV and AIDS.<br />
The challenge rema<strong>in</strong>s<br />
one of ensur<strong>in</strong>g that massmedia<br />
campaigns cascade<br />
to community <strong>in</strong>volvement<br />
through authority and respect<br />
<strong>in</strong> order to extend and leverage<br />
exposure to the young voices<br />
present.<br />
Social mobilisation amplified<br />
through media will rema<strong>in</strong><br />
an <strong>in</strong>tegral part of the overall<br />
communication strategy for the<br />
dialogue campaign and other<br />
related African HIV and AIDS<br />
<strong>in</strong>itiatives.<br />
54 YOUTH IN DIALOGUE