The goal of social marketing is to change or maintain the way people behave in society. This requires the implementation of a systematic and planned process that addresses the needs of individuals and the concerns of communities over a long period. With billions of government expenditure going towards preventing and addressing social issues, social marketing offers a powerful framework to guide and assist society towards more healthful, respectful and meaningful behaviours.

The complexity of behaviour change and societal dynamics, keeps the field under close scrutiny as established concepts are re-evaluated, and new concepts introduced and tested. Challenges exist such as the time lag between implementation and visible results, which often impacts on evaluation, campaign modifications and continued funding. Revised priorities from governments and donor funders can also change the course of downstream activities, affecting money already spent and campaign momentum only starting to build.

Despite these challenges, social marketing offers the world a solution. Through social marketing we seek a way of improving everyone’s lives, including the most vulnerable and exposed, raising living standards and protecting the environment. To develop the field it requires ongoing academic attention, dialogue, programmatic modifications and M&E tools, all of which feed into a system that is committed to social change and more so, social improvement.

LiveMoya’s goal is to help clients achieve positive long-lasting behavioural change through unique campaigns that produce powerful and sustainable results. We design campaigns that are creative, cost-effective and aligned with individuals and communities’ needs and realities. Our key activities include:

• Robust research addressing key behaviour change questions and social issues

• Campaign conceptualisation using behaviour change models• Creative and messaging development • All elements of campaign implementation• All development and behaviour change communications• Monitoring and evaluation• Stakeholder management• Community engagement

• Proven ability to implement social marketing strategies• Creative services that understand what consumers/clients

want• Interpretation of M&E needs with quick response to campaign

modification• Achieve sustainable results through highly acclaimed and

results-driven IMB model (see figure 1 on the following page)• Development Communication*

KEY ACTIVITIES

KEY SKILLS / STRENGTHS

Social Marketing & Behaviour Change

LiveMoya applies the science of Development Communication of informing, motivating and skilling up individuals to act. Working with the community to inform the messaging is a critical part of ensuring the messaging is relevant, accurate and appropriate for the target audience, and therefore more likely to have a positive impact on behaviour change.

Figure 1: IMB adapted model used by LiveMoya

The original Fisher and Fisher Information-Motivation-Behavioural (IMB) Skills Model emerged out of a recognised need for an intervention that would change the behaviour of HIV positive clients regarding treatment adherence and positive prevention. The Model is based on an analysis and integration of theories and research on HIV prevention, social psychology, and health psychology and asserts that HIV prevention information, HIV prevention motivation, and HIV prevention behavioural skills are fundamental determinants, and prerequisites, for effective HIV preventative behaviour. To achieve the desired behaviour change outcome, the IMB model follows a series of systematic steps to elicit important prevention, motivation and behavioural skills information in order to customise a sustainable HIV prevention roadmap for the individual.

LiveMoya, in collaboration with leading international academic institutions, has adapted the IMB Model to offer a combination HIV behaviour change prevention model that maintains the integrity and efficacy of the original IMB Model, yet expands on its scope and reach so as to provide a holistic combination prevention programme. This provides a holistic, proven individual and social behaviour change prevention model, adaptable to both a generalised and focussed epidemic. This model can be tailored to any area and regional settings as well as area of focus (not just HIV)

Why LiveMoya uses this model• It was the first prevention model to show significant

impact on HIV prevention behaviour;• It is the only prevention model that is endorsed/

accredited by leading international and local universities and has been extensively tested both in Africa and other continents;

• It combines both qualitative and quantitative methodology to produce robust results;

• It is easily scalable to ensure rapid scale-up of the intervention and positive economies of scale and scope;

• Evidence-based model through solid research and validated studies; and

• It is affordable, easy to implement, and measurable.

LiveMoya prides itself on the differentiators which make our organisation unique and add increased value to our clients. Specific to the Social Marketing team, are the following key differentiators:

LIVEMOYA DIFFERENTIATORS

HIV PREVENTION MOTIVATION

INFORMATION

MOTIVATION

BEHAVIOURAL SKILLSPREVENTION BEHAVIOUR

BEHAVIOURAL CHANGE

• extensive experience in social marketing and behavioural change; • evidence-based interventions;• formative research to identify various triggers for potential behaviour change; • unique approach to integrating social marketing into private sector to drive mutual interests;

LiveMoya combines social marketing, communication and media campaigns, sustainable development issues and Academic rigour to generate sustained social and behaviour change. We achieve this by employing a range of internally developed frameworks that provide our clients with maximum return on investment in both social and economic terms.

HOW THIS LINKS TO THE REST OF LIVEMOYA?

Analytical research

Strategic planning and

consulting

Project Management

Experiential marketing

Development and public health communications

Social marketing

and behaviour

change

Creative marketing and

media

Applied analytics

Monitoring and

evaluation

SOCIAL MARKETING AND SOCIETAL MARKETINGLiveMoya enhances societal marketing by conducting social marketing

SUCCESSES / CLIENTS

CLIENT: PfizerPROJECT: Raising Roots

Raising Roots was established as an innovative route to market in order to increase S26 sales in the lower LSM market in various South African communities. During the first Raising Roots campaign, S26 sales in these regions increased by 30%.

A few comments from Raising Roots stakeholders:

CLIENT: Soul CityPROJECT: International Partnerships for Microbicides in association with Pepfar and the US Congress

This project formed part of the microbicides campaign with IPM. A documentary capturing the real voices of Africa was created to reflect the on-the-ground thoughts and feelings on empowerment, specifically as it relates to HIV and microbicides. The documentary focused specifically on community women from Rwanda, Malawi and South Africa, inspirational women who are seen to have power and great influence on a community or nation. The documentary explored what the triggers are that would help to give women greater control of their lives, specifically as it relates to HIV. The vulnerability of African women and their desire to be in charge of their lives was highlighted, and the documentary served as a tool to maintain and increase microbicide funding, and bring greater awareness to the campaign.

CLIENT: USAID / PEPFARPROJECT: Scrutinize

Scrutinize was a public health campaign that directors from LiveMoya worked on in previous agency positions which encouraged the youth in South Africa to “scrutinize” or understand their risk of HIV infection in relation to multiple concurrent partners, correct and consistent condom use, transactional sex (sex for money), intergenerational sex (sugar daddies) and alcohol use. Scrutinize was launched as a national campaign and was undertaken by the JHU Program in South Africa and funded by USAID/PEPFAR.

CLIENT: Soul City InstitutePROJECT: Medical Male Circumcision (MMC) Demand Creation Campaign LiveMoya managed the Centres for Disease Control (US) funded by Medical Male Circumcision programme on behalf of Soul City. Aside from coordinating partners across 3 provinces, LiveMoya developed “A Comprehensive Guide to Successful Social Behavioural Change Communication” in video format for the Medical Male Circumcision (MMC) programme. The video is a step-by-step guide that takes the viewer through what MMC is and guides partners on the utilization of certain tools that have proven to be effective in social and behaviour change communication campaigns.

T E A

livemoya.com

| +27 (0) 11 482 8847| hello@livemoya.com | 11th floor, 25 owl st, cnr owl st & stanley ave, auckland park, jhb

• “I am so impressed with Raising Roots because it is helping the community and practitioners”• “A fresh and better campaign than eat, sleep and feed” • “Raising Roots will take care of us. We did not have someone to stand up for us but now with the campaign this has

changed”