Country of Operation
- Soul City InstituteNot-for-profit
Target income level
- Bottom 20%
- Lower-middle income (20-40%)
- Middle-income (40-60%)
- Higher middle-income (60-80%)
SummaryOne Love is a campaign designed to slow the spread of HIV/AIDS (and other STIs) by promoting monogamy.
One Love Objectives:
To create an enabling environment for social change in which individual behaviour change is a positive choice.
To kick start key debates around issues like culture and gender that South Africans need to have if the HIV epidemic is to be turned around
To empower communities to take positive organised action to prevent HIV and AIDS.
Key program components
OneLove is a campaign that works to shift social norms and reinforce positive sexual behaviour in order to help reduce Multiple and Concurrent Partnerships (MCP) and reduce new HIV infections. A key driver of the HIV epidemic, Multiple and Concurrent Partnerships are an important contributing factor to new HIV infections, countering the strides that have been made to eradicate and contain the epidemic.
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.