South Africa
September 2020 – present
Background
South Africa faces significant challenges with its high HIV-positive population, estimated at 8.3 million people, and retention rates for treatment falling short of targets. Approximately one-quarter of individuals drop off treatment and become lost to follow-up within 12 months of starting antiretroviral therapy. Moreover, men exhibit lower rates of testing and treatment initiation, with higher rates of treatment attrition compared to women. The rise in non-communicable diseases further strains healthcare resources and facilities.
Through funding from USAID and PEPFAR, Project Last Mile leverages private sector expertise in strategic marketing to educate and motivate people living with HIV towards achieving viral suppression. The “MINA. For Men. For Health” brand targets men living with HIV, employing insights-based consumer marketing to develop a resonant healthcare brand, with positive reception reported among men living with HIV.
Additionally, PLM’s support for national efforts for Undetectable=Untransmittable (U=U) also includes the development of a toolkit for in-clinic use and training health workers. Furthermore, in 2023, Project Last Mile initiated formative studies to understand young people’s prevention literacy and how to reach people living with HIV who are treatment interrupted.
Results
- Training was done with 523 healthcare workers on U=U, with pilot facilities showing higher rates of viral load testing.
- There was positive reception of the MINA. For Men. For Health campaign, with 53% of men living with HIV aware of the campaign.
This information originally appeared in the 2023 Annual Report.