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Behavioural sciences


Behavioural sciences

Overview

Insights from behavioural sciences foster an understanding of human behaviour within given contexts that allow us to design systems or interventions that result in behaviour change. The behavioural sciences is an umbrella term that draws on psychology, anthropology, cognitive science, behavioural economics (BE), and social and behavioural change communication (SBCC). Our work builds on the evidence base provided by behavioural sciences and applies it to effect behaviour change in wide-ranging contexts or settings. We use our deep sector expertise and experience in applying behavioural sciences insights to influence behaviour through communication, interventions, processes and systems. We design and deliver human-centred systems and processes, and effect scalable, sustainable behaviour change along the full impact pathway.

Projects

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    A mobile solution to supporting HIV treatment adherence

    MenConnect is an innovative approach to supporting HIV treatment initiation and adherence among men living with HIV in South Africa. Genesis was responsible for crafting behaviourally informed messages that are timed to the treatment journey milestones and tailored per psychographic segment.

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    PERSUASIVE CONVERSATIONS INCREASE HIV PREVENTION UPTAKE BY 29%

    Medical male circumcision (MMC) is a low-cost, effective HIV prevention method, reducing female-to-male transmission by about 60%. But getting men to circumcise requires more than making services available. Many men do not follow through by booking for an MMC procedure, despite clearly indicating an intention to do so.

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    Innovative solution to improve access and ease of chronic care

    Genesis supported the Cipla Foundation in an innovative solution to expand the footprint of Centralised Chronic Medicines Dispensing Distribution (CCMDD) locations as a solution for chronic patients to pick up their medicines from decentralised locations.

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    Campaign does improve men's perceptions on HIV testing

    South Africans (18-34 years) who are exposed to the Testa Boy campaign are 50% more likely to agree that men who test for HIV are strong and responsible, according to a study done by Genesis Analytics for the Centre for Communication Impact.

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    Behaviourally informed messaging increases medication adherence

    Genesis Analytics was commissioned by PPO Serve to help improve medication adherence among HIV-positive patients enrolled on the GP Care Cell (GPCC) programme. The programme offers free HIV treatment through a network of private GPs.

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    We test names, packaging for new HIV prevention ring

    Genesis was employed by the International Partnership for Microbicides to test eight potential brand names and then the packaging for a monthly vaginal ring that helps to prevent new HIV infections in women.

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    Ensuring the greatest impact of COVID relief funds in SA

    The Solidarity Fund was set up in March 2020 to fund a range of initiatives that addressed the COVID-19 crisis in South Africa. The Bill & Melinda Gates Foundation (BMGF) funded Genesis Analytics to provide extensive and wide-ranging technical support for the fund to ensure that the investments made by the fund had the greatest possible impact.

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    Communications plan to tackle TB for SADC miners

    Genesis Analytics was part of a consortium that developed a communication strategy targeting tuberculosis and related illnesses affecting mineworkers, ex-mineworkers, their families and communities in Southern Africa.

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    Developing an HIV and TB communication strategy for SA government

    Genesis, in partnership with the Centre for Communication Impact, was commissioned by the Bill & Melinda Gates Foundation to support the South African National Department of Health in developing a communications strategy to address HIV, TB and the associated risk factors and comorbidities.

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