Scrutinize Campaign is a collaborative effort between JHHESA, Matchboxology, DramAidE and Levi’s Strauss through its Red for Life initiative, with funding from USAID and PEPFAR. Scrutinize aims to increase people’s awareness of HIV infection risk due to multiple and concurrent partners, delay the beginning of sexual activity among young people, reduce the number of multiple and concurrent partners, promote correct and consistent condom usage with all partners, and increase the number of people who test for HIV on a regular basis. The campaign uses an entertainment education approach that combines mass media (television advertising) with interpersonal communication strategies (with youth in school, out of school and tertiary institutions) to bring about social and behavioural change.
Levi’s, Matchboxology, and Mediolog contributed their expertise in youth marketing, advertising, and media. USAID provided financial support for campaign development and implementation. JHHESA contributed its HIV expertise and its experience in implementing prevention campaigns, and JHHESA partners integrated the campaign into their work with communities. Celebrities lent their names to the project and also contributed their acting and comedic skills to bring the characters to life. DramAidE trained peer educators and partners to undertake educational and entertainment activities. New Start provided HIV testing services to coincide with campus events. Each partner played to its strength by contributing in its area of expertise, and partners respected each other’s contributions.