@article{ref1,
title=""Out there it's YOLO": Youth perspectives on a mass media HIV- and gender-based violence campaign in South Africa",
journal="African journal of AIDS research",
year="2021",
author="Walker, Gavin Robert",
volume="20",
number="1",
pages="79-87",
abstract="Gender-based violence continues to be a leading determinant of South Africa's HIV/AIDS epidemic. As such, gender socialisation and de-normalisation of gender inequality and violence remain principal objectives for public health organisations. This article discusses youth reception of a mass media HIV/AIDS prevention campaign targeting gender inequality. Applying social cognitive theory to the analysis of focus group data highlights three interrelated challenges to encouraging positive self-efficacy in gender-based violence and HIV prevention: (1) HIV/ AIDS-related media saturation; (2) AIDS messaging fatigue; and (3) challenges reconciling popular youth culture with gender equity messaging. The article recommends public health and social justice organisations consider a flexible approach to the ideological or behavioural congruence of potential celebrity ambassadors and/or media to maximise youth appeal and reduce messaging fatigue.<p /> <p>Language: en</p>",
language="en",
issn="1608-5906",
doi="10.2989/16085906.2021.1872666",
url="http://dx.doi.org/10.2989/16085906.2021.1872666"
}