Project M
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In 2007, the AIDS crisis in South Africa had become particularly severe, with over 10% of the population infected, and KwaZulu-Natal seeing the highest rates of infection among pregnant women at 39%. Many individuals were reluctant to get tested due to the stigma and cultural factors, which often attributed the disease to witchcraft or Western conspiracies. Traditional medicine’s lack of a model for HIV/AIDS further complicated diagnosis and treatment.
Project Masiluleke, or Project M, aimed to tackle this crisis by focusing on increasing HIV testing and awareness using mobile technology. The initiative leveraged text messages to deliver health information and developed self-test kits to allow individuals to test privately at home. Despite its innovative approach, Project M faced significant challenges. There was skepticism about whether text messages would effectively change behavior. The self-test kits raised concerns that untrained individuals might misuse the tests or misinterpret results, especially without professional counseling. Furthermore, success in encouraging testing could overwhelm the already strained medical facilities. Faced with these challenges, Project M needed to find ways ensure that their approaches were culturally sensitive and effective in reducing stigma and promoting appropriate follow-up behaviors.