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Intersexions is an award-winning television series that shows how the inter-relationships between sexual partners enable HIV to spread insidiously across society. Episode by episode, Intersexions systematically fills episode another link in the sexual network which spreads and doubles back on itself, introducing new characters and occasionally revisiting familiar intersexion.

This research suggested that concurrent partnerships are likely to form part of many sexual networks. In other instances, both partners were quite open about the fact that their relationships were not exclusive. Early on in the process, episode set objectives for the series and commissioned the work. The treatment objectives centered on increasing the number of people who were treatment-literate.

Treatment literacy means people, both individually and in communities, understand what HIV drugs are, why they are needed and what they can and cannot do. Ultimately, Curious Picturesthe intersexion production company, developed educational objectives or outcomes for each episode as part of the detailed story synopses.

Most of these objectives related to individual perceptions or behaviors that underpin HIV risk- reduction strategies — not to the strategies themselves. This model emphasizes that transformational communication must take account not only of individual psychosocial factors but also of a hierarchy of social systems that impact on the individual. Intersexions was mainly a mass media intervention — a television drama series backed by a part radio talk show aired on10 stations — which triggered a powerful social media response.

It had none of the face-to-face outreach and political advocacy that people commonly associate with mobilization of community and national opinion. The development phase was complex and intense and extended over a period of nine months.

It involved the writing of plausible and diverse individual stories plotted and populated on the basis of the map of relationships depicting the sexual network.

Mapping out the sexual network was a time-consuming exercise that laid the foundation for the entire series. The network is represented in the figure below:. A set of scripts was developed, and then each script went through various intersexion, which were scrutinized and amended by no fewer than five executive intersexion, and were submitted to pre-testing through focus groups before it was finalized.

There were two focus groups n Gauteng episode Western Cape to pre-test scripts throughout the development of the series. Some episodes dealing with sensitive issues required more than the routine script pre-testing. An example was the episode in which antiretroviral drugs are advocated as the only treatment for AIDS, and traditional medicines are clearly described as ineffective. Research included interaction with traditional healers. Episodes that were set in rural areas were tested with rural focus groups to ensure their authenticity.

For the television seriesthe 25 stories required the casting of 68 lead actors. This task was complicated by the fact that the series was being shot in a range of languages, so the linguistic abilities of actors had to be overlaid on their acting skills and general suitability for the part. Furthermore, all major casting decisions had to be taken jointly by the production company and the SABC, and their priorities were not always identical. The series required the identification and securing of different locations in rural and urban settings.

The actual shooting of the series occurred episode high pressure. Time schedules were inflexible in order to keep the production within budget and meet deadlines. JHHESA organized an initial content workshop in Johannesburg for senior producers at all the stations to ensure that they had a good understanding of the purpose of the intervention and the scope of the issues to be addressed.

The senior producers in turn briefed and prepared the producers and presenters of episode Intersexions radio programs. For the radio programs, JHHESA undertook the preparation of radio scripts and the identification of a range of experts who could be invited to participate in the shows.

Producers at the individual stations were responsible for translating the scripts and adapting them, where necessary, and for making the arrangements with guest experts. Two hundred sixty shows were broadcast over a six-month period in a range of intersexion and at different times, so the team depended on this decentralized approach, intersexion each station's knowledge of its particular audience.

Aside from the television and radio programs, Intersexions ' multi-media approach included:. Facebook was used to preview upcoming episodes and it provided a platform for viewers to reflect on and discuss the most recent episode. Fans themselves drove the discussion, raising subjects of their choice and interacting with each other.

This online discussion was monitored by a sexologist who provided relevant information on sexuality and health and counseled where needed. There were weekly polls on one of the issues raised by the most recent episode. The blog provided a platform for a more personalized way of previewing upcoming episodes and providing information on the series generally. It also episode advice on relationships, sexuality and health, and ran weekly polls on issues raised.

Episode real time nature of Twitter was used to remind followers to watch Intersexionsand to provide snippets of news about the program for example, awards won. It served to sustain interest in the series and also, very importantly, to allow viewers to express their immediate responses to each episode in real time. Intersexions had 2, Twitter followers and it was quite usual to get 2, mentions during a single episode. The rebroadcast, which began in latejust a few months after the end of the first run, was viewed by an average of five million people per episode.

Immediately after the conclusion of first run of IntersexionsCADRE conducted a qualitative evaluation involving 12 focus groups drawn from urban, peri-urban and rural areas in six provinces and 11 in-depth individual interviews. The evaluation report states that the most common form of self-reported behavior change was taking intersexion HIV testfollowed by consistent condom use.

In relation to partner reduction, the evaluation observed that there was a lot of talk and reflection, but very few reports of individuals changing their behavior completely. They described this knowledge as dynamic and actionable, in that it often lent itself episode specific forms of action. The concept of sexual networks and their risk in terms of HIV infection were widely understood and absorbed.

Intersexion addition, many viewers were able to identify a range of risk behaviours and gained new insights into the nature of HIV. Social Media Evaluation. The Intersexions videos are now available on YouTube. Print PDF. Written inin which HIV prevention messaging had expanded to include awareness of the risks posed by multiple sexual relationships and concurrency of relationships, in particular.

Dr Lawrence Kincaid and Dr Maria-Elena Figueroa faculty of CCP undertook specific analysis on the impact of Intersexions, not only on behaviour but also on beliefs and values, social norms and self-efficacy of viewers. Undertaken in the first half of approximately a year after the initial broadcast of Intersexions. It evaluated the reach and impact of a range of communication programs, including Intersexions, on the behavioral drivers of the HIV epidemic.

Skip to main content. Follow episode on Twitter! Search form Search. The three surveys showed: Persistently high HIV prevalence of In NCS close to one third of men aged 20 — 30 years reported having at least two sexual partners in the past year and about one in eight said they had had two or more partners in the previous month Relatively low levels of stable relationships — indicated by marriage or co-habitation — in all age groups In JHHESA and intersexion Centre for AIDS Development, Research and Evaluation CADRE jointly conducted a qualitative study on concurrent sexual partnerships among young adults in five provinces.

Design the Strategy. Create and Test. The network is represented in the figure below: A set of scripts was developed, and then each script went through various drafts, which were scrutinized and amended by no fewer than five executive producers, and were submitted to pre-testing through focus groups before it was finalized.

We would test for authenticity, sensitivity to gender, culture, religion, believability or credibility, and identification with characters. Mobilize and Monitor. Home page of the Intersexions website. Evaluate and Evolve. Viewership patterns were quite similar across the initial broadcast and the rerun. In the age group years, the proportion of male and female viewers was more balanced. The numbers of women viewers in the age groups years and years were episode the same, while male viewers tended to drop quite sharply after the age of 29 years.

Each episode of the TV drama gave rise to about 2, tweets. I was like, I went for the first time, why should I go for the second time. I have to go back. I went back and I was actually glad that I went back. Some of the key understandings of viewers were that: HIV is a real threat that exists in close proximity to every South African and can insert itself into personal relationships HIV does not discriminate : all sexually active people are susceptible, regardless of wealth, status, age or race HIV is a destructive force : it harms relationships and unless managed carefully it will kill.

You can have a partner and regardless of how they act in front of you, you must always know that he is coming from someone else and somewhere else. The numbers reached through social media were relatively small — although they far outstripped all other HIV campaigns in South Africa.

However, the social media engagement was sufficiently substantial to demonstrate value added by social media for those who used them and the potential of social media once they become truly mass-based within the South African intersexion. Radio talk shows offered fairly similar opportunities for interaction, the elaboration of messages, the provision of additional information and the pursuit of debate on social issues.

There is, however, no formal evaluation of the content of these shows or of the audience response to them. The sheer volume of information and the variety of languages used would make this a truly formidable task, and the costs intersexion might well outweigh the value of information received.

The series presented the problem of HIV in a far more complex, honest intersexion sophisticated manner than comparable communication initiatives have done. And the response it received as revealed through focus groups was in turn more nuanced. Many viewers remarked that Intersexions was not so much about HIV, but about life, sex and relationships. The judgment call about investing further in social media interventions needs to episode made in the light of its relatively small reach in the South African context at present and evidence of its rate of growth into significant demographic sectors.

The radio component of Intersexions posed many unanswered questions. While the reach of these programs was huge, no evaluation has been done on the quality of the content of the shows, their reception by the public, and their impact in terms of knowledge, attitudes and action. The potential of this component, with its use of indigenous languages and its interactive features, is readily apparent.

However, there are many variables that would determine whether this potential was realized, the most obvious being the manner in which presenters and scores of guest experts presented the material. Behavioral change is a far more complex process episode is intertwined with issues relating to culture and the availability of commodities or services Richard Delate.

Topic Area. January 1, First Brief on Project. January 1, Second Brief on Project. January 1, Evaluation after First Run of Series. CADRE conducted a qualitative evaluation involving 12 focus groups. January 1, Quantitative Evaluation.

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In Episode 10, the Intersexions team goes back to the basics of HIV prevention emphasizing condom usage and male circumcision as interventions protecting. The award-winning South African drama Intersexions is back for another relate to, with each episode teasing you with what might come next. Episode by episode, Intersexions systematically filled in another link in the sexual . carried on 10 stations – which triggered a powerful social media response.