The CCP-headed HCP South Africa field office was registered as a local NGO -- Johns Hopkins Health and Education in South Africa (JHHESA) -- in October 2004. Supported by USAID, JHHESA provides technical assistance and financial support to over 16 local institutions working at the national, provincial and local levels to build capacity to design, implement, monitor, evaluate, and manage HIV and AIDS related behavior change communication programs in South Africa. JHHESA's partners -- PEPFAR, the Government of South Africa and numerous South African media and civil society organizations -- use a combination of interpersonal communication, community mobilization and mass media to emphasize messages around HIV prevention, treatment, care and support, HIV counseling and testing, and OVC. All of JHHESA's partners' activities fall into one or more of the three domains of South Africa's Pathways to a Competent Society Conceptual Framework: the social political environment, service delivery systems, and communities/individuals.
The award-winning Scrutinize campaign is a joint effort by JHHESA, Levi’s Red for Life, USAID, PEPFAR, and other partners. Scrutinize comprises eight animated advertisements (Animerts) broadcast on SABC, E-TV and in 307 clinics nationwide. The campaign aims to increase risk perception among young people (18 – 32 years of age) to HIV infection including, the risk of having two or more partners at the same time; the linkage between alcohol, sex and HIV; the exchange of sex for money or material goods. The spots were praised at the International Animation Festival in France in June 2009 and won a Marketing Mix Khuza Award, the first time a cause marketing campaign was featured in a South African people’s choice award.
Tsha Tsha DVD Compilation and Discussion Guide supports the award-winning Tsha Tsha entertainment-education television series that focuses on issues around HIV/AIDS. The DVD and Discussion Guide facilitates engagement, debate, reflection and learning with key areas in the management of HIV, including PMTCT, OVC, treatment and multiple partners. Tsha Tsha was the winner of 15 awards and nominations, including Best Art Direction Golden Horn Award (2007), Gold Camera Award US International Film and Video Festival (2007), and Silver Screen Award US International Film and Video Festival (2007).
Through mass media and audio-visual support materials, JHHESA supports the interpersonal communication (IPC) interventions of its partners. These interventions, including facilitated group discussions, workshops, peer education models, life skills programs, door-to-door household visits, and one-on-one counseling sessions have successfully reached millions of South Africans.