Center for Health Market Innovations (CHMI)

Programs

One Love

last updated Sep 27, 2011

Overview

Implementing organization: 
Soul City Institute
Legal Status: 
Private (not-for-profit)
Year Launched: 
2008
Stage: 
Existing/expansion stage
Income Level of Target Population: 
Bottom 20%, 20-60% (lower to lower-middle), 60-90% (middle to upper-middle)

Funding

Primary Source of Funding: 
Donor
Additional Source(s) of Funding: 
Government
Funders: 
BP, DFID
Summary: 

One Love is a campaign designed to slow the spread of HIV/AIDS (and other STIs) by promoting monogamy.

Key program components: 

Using social marketing and social media targeting couples, community leaders, traditional leaders, religious leaders, and policy makers, One Love challenges the cultural and social factors that normalize multiple concurrent sexual partnerships across Southern Africa.

The campaign is comprised of a television series ('Love --Stories In a Time of HIV &AIDS') broadcast on national TV in ten countries in the region; posters and advertisements; relationship books and other educational resources; discussion boards; community dialogue meetings; radio call-ins, and marches. The campaign has centrally organized activities and also uses a network approach in which individuals are encouraged and supported to start dialogues among their peers and for their communities.

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