Phase 4 – Peer Pressure
Phase 4 focuses on the issue of peer pressure as one of the key drivers of the HIV/AIDS epidemic across Africa. The ads create a series of vignettes with individuals, families and communities overcoming situations where peer pressure could lead to high risk behaviours.
It is important to note that peer pressure can be both a positive and a negative influence. The negative impact of peer pressure is well known, and is one of the primary reasons for young persons engaging in high risk behaviours such as teen sex, alcohol and drug abuse and crime. Positive peer pressure on the other hand is when peers dissuade each other from such behaviours by reinforcing more positive responses to the social and economic pressure young people have to navigate.
The ads specifically highlight the following behaviours:
- The role of played by friends, especially among young girls, in the creation of transactional sex relationships.
- The importance of resisting pressure to engage in premature sexual relationships.
- The importance of open communication between parents and children about sex, HIV/AIDS and relationships.
- The importance of routine HIV-testing as a regular part of life, and the most essential key to HIV prevention and/or treatment.
- Promotion of the understanding that the goal of an HIV-free Africa is everybody’s responsibility and all Africans must consider how they as individuals, and with family, community and nations can contribute to this goal: It Begins With YOU!
All Phases:
Phase 4
Phase 3
Phase 2
Phase 1
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