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Discover how targeted, multilevel interventions can shift entrenched beliefs and norms hindering HIV prevention and care. Learn from real-life examples like Soul City’s successful initiative in South Africa, which led to significant attitude shifts around gender-based violence. Find out how empowering women through effective communication strategies can drive community action and improve health outcomes.
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Social Change Communication – An essential strategy for achieving universal access to HIV prevention, treatment, care and support (Poster WEPE0371) • 3. It is necessary to change many things and to intervene on multiple levels at the same • time in order to shift or change the deeply entrenched beliefs and norms that impede HIV • prevention, treatment and care. • For example, Soul City’s carefully • researched, multilevel initiative • produced dramatic short-term • results, and a longer term shift • in attitudes about the legitimacy • of gender-based violence in South • Africa6. After only a six month • campaign there was a 10% increase • in respondents disagreeing that • domestic violence was a private • affair and a 22% shift in perceptions • of social norms on this issue. • Qualitative data analysis suggests • the intervention played a role in enhancing women’s and communities’ sense of effi cacy, • enabling women to make more effective decisions around their health and facilitating • community action.
