North West Department of Health and Social Development partners

with Soul City Institute
14 May 2010

Soul City Institute, in partnership with North West Department of
Health and Social Development, will officially launch OneLove this Saturday, 15 May 2010.

This is a historic partnership focusing on HIV prevention through reduction of Multiple Concurrent Partners (MCP).

MEC Rebecca Kasienyane will deliver a key note address to launch the campaign, which will be combined with a conference to mark the International Day for Families to be held in Mmabatho.

OneLove: talk, respect, protect is a campaign aimed at reducing the practice of having concurrent sexual relationships. This follows extensive research done by Soul City Institute and it regional partners from 10 countries which found that the practice of multiple sexual partnerships is one of the key drivers of new HIV infections in several southern African countries.

The campaign aims to shift social norms and reinforces positive behaviours without blaming people who are behaving in risky ways. John Molefe, Soul City Institute's senior executive for marketing and public affairs explains, “It`s role, models safer sexual behaviour, and challenges men and women to change their behaviour to live a safer and happier life. OneLove also challenges gender stereotypes and cultural norms that reinforce having more than one partner and that fuel the AIDS epidemic.”

OneLove activities in North West will include community training on HIV and AIDS and activities aimed at youth, community leaders, couple and communities. Molefe continues, “We are thrilled to be working with the Department of Health and Social Development on this important campaign.

In line with our edutainment formula, we will be working closely with local radio stations, as well as providing training and material, fostering and hosting a number of community dialogues and four district campaigns.

The campaign is further strengthened by Soul City’s 9th television drama, a story about an ordinary family that was affected by the actions of the father who had multiple partners. The show attracted over 6 million viewers per episode on SABC 1. There is also a radio drama series on the nine SABC African language stations, community radio talk shows, radio ads and community dialogues around the country.

You are invited to attend the conference as follows:
Date: Saturday, 15 May 2010
Venue: Mmabatho Convention Centre
Time: 09h00

For further information please contact:
Despina Harito
Tel: 011 452 1840
Cell: 084 453 1755
E-mail: despina@onyxmarketing.co.za

For enquiries about the conference, please contact:
Tebogo Lekgethwane
Cell: 082 929 9958
E-mail: tlekgethwane@nwpg.gov.za

Issued by: Department of Health and Social Development, North West Provincial Government
14 May 2010