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Love Life Generation

Overview

Love Life Generation --- 2006

This release was inspired by LoveLife, a South African HIV prevention campaign that targets and is implemented by young people. Its main initiative is its outreach campaign, which consists of counselling by 18 to 25 year old volunteers who sign up for youth leadership programmes. These volunteers are called 'Mpintshis' or friends to young people. LoveLife 'Mpintshis' operate in 638 communities around South Africa, and are active in almost 3,000 schools. Top 'Mpintshis' are selected to become groundbreakers. A groundbreaker is the name LoveLife has given to service participants that lead the volunteer teams. It is a service model that has evolved over the past eight years. As a brand-driven campaign centred on the values of love, dignity, respect, shared responsibility and healthy sexuality, participants are orientated around the idea of providing leadership for a LoveLife generation.