Siyavala Project EMOTION (Enhancing Microbicide Uptake in High Risk End Users)

Metadata Updated: June 25, 2024

EMOTION was the first project to utilize human centered design (HCD) to develop branding, messaging and packaging for microbicide products in order to enhance awareness, desire, and demand for microbicides and lead to greater uptake and proper adherence by high-risk end users. The HCD methodology was used as the basis for this project, as it complements and expands upon existing sociobehavioral and acceptability research in the HIV prevention field. The goal of Project EMOTION is to increase uptake and correct and consistent use of antiretroviral (ARV)-based HIV prevention products by women at high risk of HIV infection using an end-user centered strategy. Selected products, brands, packaging and communication materials were manufactured for brand positioning, refinement, and message clarification in accordance with Social and Behavioral Change theory principals for Project Siyavala (October-November 2016 in Western Cape, Johannesburg, and KZN in collaboration with Abt Associates and Matchboxology). The team interviewed young women, men, health care providers and community leaders in both urban and rural regions in South Africa. Different advertisements/posters were presented, and participant reactions were analyzed to understand appeal, clarity, cultural appropriateness and other related factors. Further analysis disentangled the visual and messaging stimuli that resonated by group, region, and age range. These included facilitated group discussion, small group work ranking the messages from best to worst, and categorization of appealing messages by the key target audience segments of consumers and Health Care Providers (HCPs).

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References

https://data.usaid.gov/api/views/feg5-p6b7/files/3d7b52fe-af1e-4dcc-a6fb-851916eb8ff2
https://data.usaid.gov/api/views/feg5-p6b7/files/fbfc2893-f026-4b07-a368-0c29c63e735d

Dates

Metadata Created Date	November 10, 2020
Metadata Updated Date	June 25, 2024

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Additional Metadata

Resource Type	Dataset
Metadata Created Date	November 10, 2020
Metadata Updated Date	June 25, 2024
Publisher	data.usaid.gov
Maintainer	Lena Knezevic
Identifier	https://data.usaid.gov/api/views/feg5-p6b7
Data First Published	2019-08-28
Data Last Modified	2024-06-25
Category	HIV/AIDS
Public Access Level	public
Bureau Code	184:15
Metadata Context	https://project-open-data.cio.gov/v1.1/schema/catalog.jsonld
Metadata Catalog ID	https://data.usaid.gov/data.json
Schema Version	https://project-open-data.cio.gov/v1.1/schema
Catalog Describedby	https://project-open-data.cio.gov/v1.1/schema/catalog.json
Data Dictionary	https://data.usaid.gov/api/views/feg5-p6b7/files/691f0204-1133-4a50-8253-03e9e9ac9d81
Harvest Object Id	023bbce9-c973-4d59-b045-0d3432279d8d
Harvest Source Id	0aeddf52-9cb0-4ab6-bc1f-b53172fe5348
Harvest Source Title	USAID JSON
Homepage URL	https://data.usaid.gov/d/feg5-p6b7
License	http://creativecommons.org/licenses/by-nd/4.0/legalcode
Program Code	184:011
Related Documents	https://data.usaid.gov/api/views/feg5-p6b7/files/3d7b52fe-af1e-4dcc-a6fb-851916eb8ff2, https://data.usaid.gov/api/views/feg5-p6b7/files/fbfc2893-f026-4b07-a368-0c29c63e735d
Source Datajson Identifier	True
Source Hash	f36f56033c1b5f749c453a08f8b57357e73c05f756471a28f9bc73f8848288c8
Source Schema Version	1.1

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