Scrutinize Campaign to Communicate HIV Prevention Information

Scrutinize is a public health campaign which encourages the Youth to "scrutinize" or understand their risk of HIV infection in relation to multiple concurrent partners, correct and consistent condom use, transactional sex, intergenerational sex, and alcohol use.

Scrutinize Campaign

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.


  • United States Agency for International Development (USAID)

    Funding Agencies
    United States | Staff size: Unknown

    USAID is the lead U.S. Government agency that works to end extreme global poverty and enable resilient, democratic societies to realize their potential.

    U.S. foreign assistance has...

  • U.S. President's Emergency Plan for AIDS Relief (PEPFAR)

    United States | Staff size: Unknown

    The U.S. President's Emergency Plan for AIDS Relief (PEPFAR) is the U.S. Government initiative to help save the lives of those suffering from HIV/AIDS around the world. This historic commitment...

  • The Johns Hopkins University (JHU)

    United States | Staff size: 5001-10,000

    The Johns Hopkins University is a not-for-profit private research university based in Baltimore, Maryland, United States. The university was founded on January 22, 1876, and named for its...

  • Levi's

    Goods Supplier
    United States | Staff size: 10,000+

    Founded in San Francisco by Bavarian immigrant Levi Strauss in 1853, we created the very first pair of jeans. Today, our products, sold under the Levi’s®, Dockers®, Denizen®,...

  • DramAidE

    Advocacy NGO
    South Africa | Staff size: 26-50

    Drama in Aids Education (DramAidE) is an independently funded non-profit organisation of the Universities of Zululand and KwaZulu-Natal that was established in 1992....

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Key Information

LocationSouth Africa
  • Start Date 2008
  • End Date 2013
  • Sectors