LoveLife, MYMsta, and Mizz B: evaluating a mobile phone-based social network to prevent HIV among youth in South Africa

The purpose of this mixed-method study was to evaluate social media efforts for sexual health among young people in South Africa. The study specifically focused on MYMsta, a mobile social network developed by LoveLife, a multi-faceted HIV prevention program in South Africa that provides education and outreach activities for youth. The study included a content analysis of MYMsta, pre-focus group questionnaire, and four focus groups conducted in four different locations in South Africa. The data showed that mobile phones and MYMsta are important in the lives of young South Africans. Young people spoke frequently and openly about sex and sexual/reproductive health in MYMsta's peer discussion forums and with Mizz B, a team of online health counselors. They also used the network to get advice and information about dating and other relationships, to learn about job and educational opportunities, and to engage with an online community encouraging a positive and healthy lifestyle