loveLife, South Africa’s largest youth leadership, life skills and sexuality awareness programme, has been at the forefront of promoting healthy lifestyles and social agency among South African teenagers since 1999.
When launched in South Africa almost 14 years ago, loveLife was a joint initiative between leading South African non-governmental organisations (NGOs) and the South African government, in partnership with several private foundations and with substantial South African private sector support.
Targeting the complex individual, social and structural factors making youth more tolerant of high-risk behaviour, loveLife combines nationwide multimedia campaigns, community-level outreach, clinical and psychosocial services.
loveLife’s Re-launch
While loveLife’s main objective from 1999 to 2012 was reducing HIV infections among young South Africans, in 2013, loveLife re-launched, with a new logo and brand proposition, ‘Powering the Future’. loveLife is now unequivocally positioned as a youth leadership development organisation that addresses a range of social ills, including the organisation’s previous core competence, HIV prevention.
The organisation’s new brand offering, ‘Powering the Future’, positions youth leadership as the dynamo for future growth and sustainability. loveLife’s healthy sexuality and positive lifestyle programmes are implemented by a national youth volunteer corps known as groundBREAKERs (peer motivators and community mobilisers) and ‘mpintshis’ (volunteers who work under the guidance of groundBREAKERs). Youthfulness, action, passion and innovation are loveLife’s core values, anchoring all that the organisation does.
