Project Last Mile (PLM) – an initiative of The Coca-Cola Company, The Coca-Cola Foundation, PEPFAR, USAID, The Global Fund, and the Bill and Melinda Gates Foundation – aims to apply private sector best practices in strategic marketing and supply chain to improve the uptake and availability of health commodities and services across Africa.
In South Africa, PLM supports PEPFAR and the National Department of Health (NDoH) with a national behavior change/marketing campaign aimed at men living with HIV – “MINA. For Men. For Health”. In June 2020, PLM contracted Khulisa to carry out a rapid survey of this campaign in 20 pilot clinics of Gauteng Province. The purpose of the rapid survey was to take a “rapid temperature check” of the campaign so as to inform the campaign’s pilot testing approach and future national rollout.
The survey focused on feedback from clinicians and PEPFAR District Support Partners in the pilot clinics on the following aspects of the campaign:
- Delivery and use of campaign collateral
- Understanding of the campaigns’ overarching objectives
- Perceptions around the campaigns’ strategic approach; materials; and message content.
- Views on male patient reactions to, or engagement with, the campaign materials and messages.
The Khulisa study helped PLM to adapt the campaign’s implementation approach for greater effectiveness.