Choma online magazine

Global reports of underage pregnancies and HIV infection among adolescent girls and young women indicated that approximately 4000 girls and young women in the age group 15-24 were infected with HIV every week in 2022 (2023 Global AIDS update Factsheet). In Sub-Saharan Africa, 210,000 new HIV infections were recorded in this age group. The same report indicates that 23,000 girls and young women lost their lives to HIV AIDS related causes in the 2022 period. 

In South Africa, media reports indicated that a staggering 90,000 pregnacies in the period April 2021 and March 2022 belonged to girls in the age group 10 - 19 years of age. Out of these 90,000 pregnancies, 23, 226 were in the Gauteng province alone. These figures escalated drastically in the 2022/23 financial period, where 150,000 pregnancies were recorded in the 15-19 age group, an escalation of 60,000 in the 12 month period.  (Sharma Dheeraj 2023.Adolescent/Teenage pregnancy crisis in South Africa - SABC News - Breaking news, special reports, world, business, sport coverage of all South African current events. Africa's news leader. SABC News, 29 June 2023). The 2022/23 figures also account for pregnancies that were terminated and reported, which does not account for terminations concluded outside of the health system. Many pregnant young girls drop out of school and often do not return to complete their schooling, often facing the shame and stigma as well as peer, family and societal rejection or early ties to partners that they were not ready to be married to, often resulting in gender-based violence. Needless to say, a pregnant 10 to 15 year old faced statutory rape, which often does not reach prosecution or any level of accountability.

Some of the reasons cited for this surge in teenage pregnancies include socio-economic inequalities, inadequate sex education, gender-based violence (including age disparate relationships with older men) and limited access to sexual and reproductive health services, including contraception (Naidoo Shanice: 2024. https://www.citizen.co.za. 6 February 2024; 04:29pm). Deficiencies in the health care system, particularly lack of access to youth friendly health care services, is cited as one of the biggest barriers to youth accessing contraceptives due to judgement from adults. In 2021, the Department of Basic Education responded with a Policy on the Prevention and Management of Learner Pregnancy in Schools, aimed at creating a conducive and supportive environment for learners to firstly receive education and information on their right to accurate and age appropriate information on sex and sexuality, reproductive health to empower girls and young women on understanding issues related to sexual violence (statutory rape) for instance (Sharma Dheeraj:  2023.). Adolescent/Teenage pregnancy crisis in South Africa - SABC News - Breaking news, special reports, world, business, sport coverage of all South African current events. Africa's news leader).

Choma Online Magazine was established in 2013 as a reliable information resource for adolescent girls and young women in South Africa to curb to high HIV incidence rates in the age groups 15 to 24. Choma is available on most social media platforms as per the below:

Facebook  -    https://www.facebook.com/ChomaMagazine

YouTube - https://www.youtube.com/channel/UCLdLsju_dLsju_dDuVJSjMI0

Twitter - https://twitter.com/chomamag

Web - https://www.choma.co.za

Instagram - https: www.instagram.com/@choma_mag

Choma magazine seeks to engage user interest in a wide array of popular content (both fun and serious). The primary purpose of the magazine is to engage young women and girls on life, HIV and sexual reproductive health and rights so that they are able to make informed decisions resulting in healthier lifestyles thereby reducing HIV incidence in these young girls and women. Choma posts content on all social media platforms at least twice a day across 5 content pillars, these being Love and relationships, Sex and pregnancy, Health, Inspiration and Fashion and Beauty. Since inception, Choma has engaged with approximately 5 million users and engages with about 19 thousand users monthly. Choma magazine also has a ASK CHOMA function where users are able to ask questions relating to their challenges. Users typically ask questions relating to termination of pregnancy and the use of "natural" methods of terminating an unwanted pregnancy. Questions about whether the combination of coca cola (the beverage) and disprin (a codein based painkiller) can terminate a pregnancy are some of the most common myths that Choma constantly addresses. ASK Choma has moderators that have a degree in psychology, social work or are registered counsellors to answer user questions.

Choma has both an online and offline presence. In 2017, Choma was awarded the Dreams Innovation Challenge grant, which was used to develop Choma Cafe's, which are solar powered internet safes that were intended to be community based safe spaces where girls could access Choma Magazine. HIVSA installed the Choma Cafe's at 40 community based organisations, 10 In the Kwa Zulu Natal province of South Africa, and 30 within the City of Johannesburg in Gauteng province. These organisations already implement curriculum based HIV prevention interventions. The Choma Cafe served as a safe space where these interventions could be provided and where girls could access additional information to help keep them HIV safe and complete their schooling. In addition, Choma moderators, with the assistance of choma Champions identified through community based partners, routinely conduct community activations at schools, universities and colleges and other community forums and spaces where they are invited in order to talk about sexual and reproductive health issues with young people and enrol them onto Choma magazine.

Choma has historically served adolescent girls and young women in Gauteng province of South Africa, but with a national reach due to its digital nature. Choma Magazine has both an online and offline community presence as described in a previous section. The focus on adolescent girls and young women was necessitated by the high HIV infection rates prevalent in the country in 2012, where girls and young women in the 15 to 24 age group carried the highest burden of HIV infections in the country, with this age demographic twice as likely to get infected with HIV than their male counterparts. A decade later, the same age group continues to face the brunt of living with HIV. Additionally, new health challenges facing the age demographic below the 15 to 24, which is the younger adolescent (aged 10 to 14), relate to underage pregnancy as previously discussed in an earlier section. Underage pregnancy clearly spells out a dire need for several interventions relating to the prevention of recurring and escalating incidence going forward. 

The young girl falling pregnant at the age of 10 is the most clearly underserved, both from the perspective of access to the much- needed information to prevent the pregnancy in the first place, but also the access to the relevant health services needed to prevent the pregnancy and keep the young girl safe from unwanted pregnancy, unwanted sexual infections and treatment for the unintended consequences of early sexual activity. The majority of Choma users are from urban and per-urban environments, which, according to statistics, appear to have a high number of teenage pregnancies. However, girls and even boys equally and across all geographic settings in South Africa, face similar challenges related to access to sexual and reproductive health information. Providing accessible health information on sexual and reproductive health to both girls and their male counterparts will result in improved personal agency and decision making where girls can make decisions relating to recognising sexual abuse for instance, speaking out about it, accessing the health services needed to prevent unwanted pregnacy and prevent HIV infection. Armed with the appropriate information about their sexual and reproductive health, young girls and boys will be able to further be able to advocate for their right to youth friendly health services without fear of discrimination.

HIVSA believes that solutions to community challenges are found at community. HIVSA works with a network of approximately 40 community based organisations, 18 of which are hosting a Choma Cafe. Through these community- based organisations, interventions targeting young people are delivered. 

A lot of these community -based organisations are led by female leaders who not only live in the communities they serve, but often also previously worked or founded these organisations. HIVSA partners with these organisations through a partnership model that is built on mutual accountability and consultation in program design and implementation. Community based organisations are consulted whenever there are new interventions proposed, and they in turn consult the beneficiaries they serve on the relevance and applicability of proposed interventions. The HIVSA  CEO has created forums where community leaders of these organisations often meet to unpack prevailing community challenges and needs, and jointly fund solutions. 

In terms of Choma magazine, Choma routinely conducts online quizzes and polls to gauge user feedback on the relevance of content of social media platforms as well as input and insights into proposed new content areas and the delivery thereof. In addition, Choma Champions and Choma moderators conduct focus group discussions with users and non-users of Choma magazine at community sites in order to obtain information on the accessibility of the magazine, the factors affecting it's use (both enablers and barriers) as well as the impact of the information accessed on the Choma magazine on behaviour change.

Choma magazine is accessible on Website, Facebook, Instagram, TikTok, YouTube, WhatsApp. Choma began as a website and back in the day (2013-15), MiXIT based platform, with the other social media platforms gradually being added on as the magazine gained traction with users and expanded. The magazine is therefore considered to be fairly established and seeking growth and expansion into avenues and subject matter previously unexplored.

To date, Choma has served approximately 5 million users since inception, with Facebook being the platform with the highest number of both new and returning visitors. Facebook currently boasts approximately 161 thousand active users.

The majority of users are currently female, sitting at 80% of our user base. The typical Choma user is therefore female, in the age group 25 to 34, which is comprised of users that began using Choma in their teens and have grown with the magazine over time.

Choma online magazine has been in existence since July 31, 2013. The aim of this application is to break through the barriers of access to the magazine for both male and female users in order to close the information deficiencies that result in high HIV incidence and unintended pregnacies in young girls. 

Choma moderators  provide basic counselling and containment to users and refer to additional services in need through ASK Choma. This functionality is one that is in high demand, with users often looking to be heard and pointed in the right direction. User comments and interactions on ASK Choma have revealed that users are comfortable with talking to an unknown caring person at the other end of the line, who can relate to their challenges and provide their care they need. However, advances in technology have brought about AI powered Chat functions that are facilitated through ChatBots. Whilst we recognise and understand the need to embrace new technologies, we are wary of losing the trust that ASK Choma has gained over the years with users, with the growth in users of ASK Choma often attributed to word of mouth referrals.

The challenges we seek to unlock therefore relate to expanding access to the magazine to boys and young men  and breaking through the technological challenges of how to use artificial intelligence intelligently to ensure wide access to ASK Choma to users across South Africa, without compromising the integrity and authenticity of ASK Choma's warm and caring human touch.

Choma is innovative in that it provides sexual and reproductive health information to young girls on digital platforms, which other interventions do not do.

Choma aims to have an impact on goal 3 and goal 5 of the Sustainable Development Goals relating to increased access to health as well as gender equality through the eradication of gender based violence and the inclusion of boys and men in programming that aims to address gender based violence.

Choma was initially built on responsive website technology that enables it to be accessible on any smart mobile device. Choma is currently accessible as a responsive website but is also accessible on WhatsApp business, where ASK Choma is accessible to users.

Full time staff - 5 

Part-time staff - 10 Choma Champions that are contracted for community activations

Contractors - 

a. content contributors with subject matter expertise in sexual and reproductive health for young people

b. psychologists that provide de-briefing services for ASK Choma moderators 

Choma was established in 2013, which means the solution is turning 11 years old this year.

The CEO has been with the organisation since before Choma was established (2009).

The Programme Director responsible for Choma joined the organisation in the year that Choma was launched.

HIVSA embraces diversity and believes in the equality of all individuals and their power to contribute to a society where all beings exercise and enjoy their fullest rights. HIVSA has a diverse team of professionals and community experts drawn from the communities we serve, that are representative of racial, gender and even age differences.

The Choma magazine growth strategy aims to embrace this diversity by creating platforms for the inclusion of the LGBTQIA+ community through the development of a content pillar addressing the barriers to access to health services for the community. Mental health information and mental wellbeing is an under-served area that the Magazine also aims to address through expanding on a platform previously created for mental wellbeing of young people called WeCare, a digital safe space available on Choma's Facebook and Instagram platforms where young people share stories of mental wellbeing and healing.

Choma provides much needed information to underserved communities. 

CHoma has been funded by the Charlize Theron Africa Outreach Project since inception in 2013 to 2023. THis funding has enabled the project to grow and expand to content areas previously unchartered through digital solutions such as youth mental health. The youth mental health focus generated additional funding as an innovation from the RNW Media Network in 2023.