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World Social Marketing Conference 2025

The Heartlines’ Whatsapp Fathers Matter Coach: support through social media

Friday, November 7, 2025 at 11:15 AM–11:35 AM CET add to calendar
Seminario 1 - Faculty of Economics
Programme Listing

This presentation presents the work of Heartlines, a social values promotion organisation in South Africa. Its realtime whatsapp Fathers Matter Coach offers realtime support and advice to fathers navigating the terrian of being an active and positive father in the life of their child. It presents data from the Coach app, and invites participants to critically examine the role of such technology in SBC work. 

Presenters

Caryn Erasmus, Heartlines, South Africa

Authors

Caryn Erasmus, Heartlines, South Africa
Livhuwani Maphorogo, Heartlines, South Africa
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