Abstract:
A mobile-based behavioural change program iloveLive.mobi was implemented to prevent HIV among young people (12–24 years) in South Africa. The mobile site offered access to sexual and reproductive health and psychosocial information through interactive learning. The site provided incentives for positive behaviour (such as HIV testing). The research aimed to evaluate the effectiveness of the iloveLife.mobi site in promoting protective behaviour of users. A mixed-methods approach was used, including document review, KAPB survey (n = 1882), group discussions (n = 68) and telephonic interviews (n = 175) with users and interviews with 46 project and community stakeholders. The SRH and psychosocial information on the site was age-appropriate and useful to young people (82.2%). The site reached young men who are generally difficult to reach with SRH information. High-frequency users reported more confidence related to condom use and HIV testing and more protective behaviour (condom use, VMMC) compared to low-frequency users. Users also reported more protective behaviour (HIV testing, VMMC, condom use) than a comparable national sample. iloveLife.mobi became a repository for learning to reach young people with health information. The research highlights key issues to consider when implementing an mHealth platform in a low- or middle-income country, where literacy levels and technical infrastructure may cause challenges.
