Innovation Challenge

AYOBA EMPOWERS SOUTH AFRICAN YOUTH TO BE THE FACE OF HIV PREVENTION Naledi maneuvers down her busy street, focused on a hand-held electronic device. She reads a new message about a concert next week sponsored by her local AIDS Awareness Center. She checks the status of the guest list and sees that several buddies will be there. She checks yes, saying she'll be there too.

She moves to her profile and reluctantly changes her status to "studying." Upon navigating to her GPS buddy page, she sees that two classmates are already at the library. It looks like it's not going to be such a boring night after all.

South Africa's Generation Y doesn't want to see AIDS run rampant. They want to be the generation that ends it, but they don't want boring data or preachy adults telling them how to live. They want to be engaged and social, they want interactive prevention messages created for them by peers. Why not create a mobile networking device that reaches, unites and gives? Why not create a community of like-minded people, united in safe behavior, accountability and the desire to be young, healthy and fun? Why not think big to tackle a massive crisis and give them the opportunity to explore their options, use their voices and better their country? This is the answer.

CONCEPT OVERVIEW: Ayoba is a mobile social networking device to be unveiled in Durban, South Africa that combines HIV prevention with Generation Y's love of technology and virtual communities. The device, which includes a charger or solar cell, is given out exclusively to 15-24 year olds and activated for free after an HIV test. Memory lets them record friends, GPS technology tells them where buddies are, universal symbols share what they're doing and preprogrammed messages help them connect in real time. Ayoba will be a cell-phone sized device which includes user profiles, a calendar and a micro-medical encyclopedia promoting healthy sexual lifestyles. Ayoba, South African slang for “what’s up,” features a symbol-based interface eliminating language barriers that’s navigated by a few simple buttons.

The meeting of the real and virtual worlds is where Ayoba’s strength lies. The campaign sponsors workshops, social gatherings, concerts, skits and informational activities, at existing prevention centers, created and led by Generation Y members who understand the crisis. Now, the message becomes relevant and credible without being rejected by the techno-savvy cynicism of Generation Y. • Ayoba's calendar marks the clinic's events and social gatherings in a simple, interactive fashion • To use the social network, users must accrue points by continued testing, referring friends and attending events • If users do not accrue enough points, the device deactivates until they resume the program Points allow users to soup up their profiles, unlock options and enable greater geographical specifications, which can include local businesses partnering with the program. Ayoba can become indispensable to youth, as necessary as their phones or Mp3 players, and vital to HIV prevention. It does both by providing services this group wants without force feeding facts. It's designed for youth and the message is designed by them. This campaign embraces simplicity and global adaptability.

VALUE PROPOSITION: There is a dire need for an effective AIDS prevention program in South Africa, as the country’s youth have been particularly hard hit by the HIV/AIDS epidemic. Statistics estimate that 20.5-30.8% of young women and 8.5-12.8 % young men between the ages of 15 and 34 are living with AIDS in South Africa. Furthermore, there is a great need for gender equality and women’s empowerment in South Africa - police reports for 2004-2005 indicate that a woman is raped every 10 minutes and one is physically abused every four minutes.

Based on qualitative research, it is clear successful communication with Generation Y in South Africa depends on several factors: • Messages must transmit in a tech-savvy fashion rather than conventional media • Program must enable participants to find a niche as well as stand out as individuals within the group • Participants must be allowed to express themselves • Approach can’t be based on “paternalistic conversations” that merely push information Ayoba meets the target’s needs by providing instantaneous multimedia transfer, unique user identities, and immediate social gratification. Beyond that, Ayoba is backed by powerful incentives for participants to sign up and continue their involvement.

BOTTOM LINE RESULTS:

The activities intertwined with Ayoba will speak to Generation Y and help them behave more safely. The program aims to develop rational decision making models to reject unsafe behavior and expect the same from their friends. Additionally, it will promote gender equality and empower women, reduce stigmas against homosexuals and safe sex, and create open dialogues about previously taboo subjects. Quantitatively, the Ayoba will be a great boon to measuring HIV prevention statistics and success. Receiving and maintaining the device requires testing and an entry survey, which provides a stream of historical data on each recipient. Participation in counseling events is monitored by clinics and centers that record the unique user IDs of all attendees. All personal information is kept private and secure.

The success of this program can be measured by anonymous surveys conducted at events. Such surveys reveal detailed information on changes in behavior and attitude shifts. The surveys will cater to Generation Y's interests and attention span and can be designed to provide any information needed to enhance the program.

COMPETITIVE ADVANTAGE: • No other mobile social network exists, nor has any previous prevention campaign given its participants such a useful and desirable incentive • Ayoba will be combining technology and social networking to fight HIV – a concept that makes the Robert Wood Johnson Foundation (RWJF) the innovation leader and inspiration for empowering this group • It's a fresh opportunity to put message and disbursement in the hands of Generation Y to create a relevant, adaptable and personal campaign that steers them to safer behavior • The clout this gives RWJF will open doors to adapt the campaign to afflicted nations worldwide FEASIBILITY: • Ayoba’s network will require maintenance • Demand for Ayobas will require time • Hacking or abusing the devices is a risk The campaign should begin in Durban, which has over 709,000 Generation Y members and one of the highest HIV rates in the world. Based on its success, it can be expanded elsewhere.

By partnering with a telecommunications company, production costs can be lowered. RWJF should be prepared, however, to spend $30-50 million on device production and program management. Studies show, however, that AIDS costs South Africa anywhere from $23 to $47 billion a year. The budget also covers construction and support of an infrastructure, funding for the staff that will run and maintain this network and programs and marketing costs.

Social Network Timeline: Phase 1 [18 to 24 months] • 6 months for preliminary development of the Ayoba device and network • 6 to 12 months for design, initial production, marketing and awareness program development • 6 months for beta testing and more marketing Resources needed • Device designers, testers (small test market), graphic designers, etc.

Social Network Timeline: Phase 2 [6 to 12 months] • 3 to 6 months for redesign of device, staffing of network positions and fixing flaws • 3 to 6 months for initial production and distribution of Ayobas Social Network Timeline: Phase 3 • Begin roll out at Splashy Fen Music Festival and Durban Summer Beach Festival on Easter weekend • Continue roll-out at AIDS Awareness Conference held in April • Raise awareness at concerts, hip-hop events and musical festivals and include mobile medical units ready to test, give out and activate Ayobas • Market at all Generation Y targeted events possible