A NEW LEASE ON “LIFE”: LOVE LIFE HELPS SA YOUTH TO ACHIEVE
On July 10th, 2007, I had the opportunity to visit with representatives from the non-governmental organization – “Love Life” which is the largest NGO in the world dedicated to HIV awareness and the reduction in new HIV infections - particularly new cases in South African youth. After talking with these representatives in their “rainbow colored” offices, perhaps a not so subtle indication of the organization’s commitment to promoting self esteem and individuality, I visited one of Love Life’s youth centers in the township of Orange Farm.
Love Life maintains youth centers, is involved with public health centers, and runs a purple Love Life party train in rural areas. While, on the surface, the eradication of HIV and parent/youth dialogue are main goals of Love Life, this organization does so much more in providing its youth volunteers and other children in the community with skill development that often leads to jobs. If it were not for Love Life, it would be difficult for youth in townships to break the cycle of poverty. Indeed, after having met and talked with youth involved in spreading the message of safe sex in their communities, it is clear that these young, innovative and ambitious people are the future of the country. Former skilled volunteers have become involved in the computer programming, marketing, and radio communication industries as skills in all of these areas are necessary for “Love Life” to carry out its marketing vision -particularly in rural areas without wide TV access. For instance, many of Love Life’s radio broadcasts are scripted and edited entirely by unpaid youth volunteers, known as “pinchies” (friends), and/or groundbreakers, former pinchies, now on stipend, who manage the various dance, theatre, sports, gender empowerment, poetry writing, physical wellness, computer, and radio programs. The focus at Love Life’s various youth centers is programming for youth by youth. In addition to this, Love Life brings in corporate partners - such as SABC, AVIS, and BMW, who have agreed to hire on former groundbreakers as full-time employees in their companies.
SABC, as part of their public service agreement with the government, has also agreed to broadcast TV spots for Love Life at no cost and to pay half of all development costs for these spots. Love Life covers all costs related to the production and airing of radio programming. Love Life also has an arrangement with several publishing companies thereby allowing free placement of Love Life’s teen magazine “Uncut” -published in both English and Afrikaans – in national newspapers. Bulletin board placement is also crucial to Love Life’s marketing strategy. Drawing upon research that demonstrates that “safe sex” lectures and sermons do not change youth behavior, Love Life aims to brand its message to the youth demographic used to being media savvy.
The future looks bright for Love Life. Originally expected only to be funded until 2010, the SA government has agreed to fund Love Life beyond this date. The Bill & Melinda Gates Foundation also agreed to help fund Love Life’s latest initiative – the Go-Go (grandmother) volunteer program.
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