The military community is an environment that is unique in many ways, with soldiers being exposed to a high risk environment due to their occupation which is aggravated by peer pressure whilst having to operate in an environment where the possibility of injury and death is ever present.

It is also a community that can be considered as a closed system, as soldiers operate within a strict military code of conduct which leads to a controlled environment where your life and well-being depends on following orders and the support of your fellow comrades.

Within the environment of HIV prevention, this community becomes further delimited by the fact that soldiers have a particularly high susceptibility profile that is different from their civilian counterparts. Soldiers are further placed in environments with known high risk profiles which further increases their susceptibility.

Considering the above, the military environment allows for:

• The development of a communications framework that is unique and interactive.
• The utilisation of multiple communication channels with integrated message development.
• Close monitoring and evaluation of interventions.

The identification of a closed system allows for the planning of a communications framework where targeted communication can be linked with with specific objectives. The impact of the communication can be measured and evaluated, which allows for changes to be made to communication channels where necessary, and can lead to the development of further targeted interventions.

Following a closed system approach also allows for the identification of various communication channels to ensure that messages provided in one communication channel are supported by other components of the campaign. Such a multimedia approach addresses the well-known limitations of printed media, where exposure to a single media component such as a poster only has a 40% chance of perception. Duplication of messages through various communication channels also strengthens the perceived accuracy of the message, thereby lending credibility to the campaign.

The following communication channels are used in the campaign:

• Presentations. Various ‘PowerPoint’ presentations have been developed for use by trained individuals to provide information about the HIV programme and prevention campaign. In addition, an animated ‘African Tale’ was developed to illustrate and support the cultural origin of the HIV prevention campaign.
• Posters. These are utilised to illustrate and carry messages developed for the prevention campaign. Posters combine visual material and the logo’s as developed for the campaign to provide a visual stimulus that is independent but supportive of the objectives of the campaign.
• Military Media. Military media, in particular the monthly issues of “SA Soldier” that is distributed widely throughout the organisation is utilised to focus on particular issues within the campaign and to provide additional information about HIV prevention.
• Pamphlets. Pamphlets contain information that explains issues addressed within the HIV prevention programme. In the first pamphlet developed, the DOD policy on HIV is reproduced in reader friendly format, and combined with graphics and emotive messages to provide information on the DOD approach towards HIV management.
• Display Items. Large static display items are combined with large and small mobiles that are located throughout the organisation with the aim of popularising the campaign.
• Launch Functions. Functions are organised to launch each component of the campaign. These functions provide the opportunity to involve the external target public, as well as the management cadre of the Department of Defence and the SA National Defence Force. During the functions, guests are introduced to the HIV programme of the Department and the HIV prevention campaign. Working together in fighting HIV is a common theme throughout all the launch functions to improve cooperation between the SA Military Health Service and the various stakeholders involved.
• Corporate Gifts. Corporate gifts are distributed to selected individuals, and decisions with regard to the gifts are made such as to obtain maximum impact. As an example, guests attending the launch of the Masibambisane campaign (including Ministers of Cabinet) were provided with corporate gifts specifically designed for the launch. Because of their nature, they are easily noticed and can act as both a constant reminder of the Masibambisane Campaign, and a point of discussion when noticed in the offices of the individuals who they were provided to. This enables dissemination of information with regard to Masibambisane to a much wider external and political audience than that directly targeted by the launch.
• Internal Bulletins. Information with regard to the campaign is communicated to the whole DOD by means of an internal bulletin that is distributed throughout the organisation.
• Internet. Information with regard to the Masibambisane campaign and the DOD HIV management approach is published on the Internet via a link from the departmental web page.
• Industrial Theatre. An industrial theatre production was developed that incorporates most of the messages of the campaign in a format that is entertaining and interactive.

In addition to the above, the department launched a comprehensive training programme that is integrated with the communication campaign. This training programme therefore lends further credibility to the campaign and supports the messages developed within the awareness campaign.