The Evolution of loveLife 1999-2021 - 22 years of promoting Youth Health

1999: Getting SA talking

Frequently controversial, and always on the side of young people, loveLife captured the imagination of a generation growing up in the thick of the largest HIV epidemic on earth by making public one of the most taboo topics: sex.

2000 to 2003: Building cutting-edge programmes loveLife combined a celebrated and controversial multimedia campaign with in-school programmes led by dynamic young leaders – better known as loveLife groundBREAKERs.The loveLife Games School Sports programme brought excitement to every corner of the country, specific programmes for parents, an exceptionally busy Contact Centre, and a host of community based activities including support of other non governmental organizations. In 2003, loveLife’s “Everyone he’s slept with, is sleeping with you” billboard became its most popular.

2008 to 2011: A brave new world

By 2008, new infections among young people aged between 15 to 24 had been halved – but trends in HIV infection showed a need for targeted campaigns toward marginalised youth most affected by the ailing economy. Through innovative interventions like Foxy Chix and MYMsta, the “NAKANJANI” campaign promoted a spirit of resilience among youth.

2015: Powering the FUTURE loveLife’s new focus is unlocking the power of youth leadership for HIV prevention. loveLife has focused on unlocking the power of youth leadership for Youth Health throughout its existence. The next phase development is all about using that youth leadership as the dynamo future growth and sustainability. The loveLife vision moving forward is “A better future powered by the energy and idealism of young people’. This means that we are building on insights of our evaluation (published 2013) by the Human Sciences Research Council

(HSRC). This study showed that while loveLife programmes have an impact, young people concerns are broad and serious. Many young people internalise their failure when they struggle to access opportunities after school. This situation could be reversed, as young people have the ability to substantially change the environment in which they find themselves. Our response is to create bridges of opportunity for all young people. The infrastructure of loveLife programmes has been revamped to deliver a new proposition to young people: a proposition that we spell out as POWERING THE FUTURE.

2004 to 2007:

Growing our reach Research conducted by the Reproductive Health and Research Unit showed interaction with loveLife lowered odds of HIV infection, resulting in an intensive roll-out of the groundBREAKER programme. This painted an optimistic picture for SA youth and messaging steered toward achieving this brighter future a reality with “love to be there” campaign.

2012 to 2014: Focusing on our strengths

By 2012, loveLife was the largest schools-based social change programme in the country! loveLife used this opportunity to reposition itself so that it remained relevant to SA youth.

2017: lovelife’s Vision

Positioning itself as a leader in Youth Health Promotion, lovelife envisaged to promote social activism for Healthy & Active Lifestyle and HIV consciousness amongst youth.

2018: loveLife launches the BoyChild initiative, boys with a total sense of physical, mental and social well-being are key to safe communities.

2019: loveLife turns 20 years, a milestone achievement as it celebrates two decades of being an important contributor to empowering the lives of South African youth.

2020: lovelife carves a niche for in Digital Media by providing programme content in the midst of the COVID19 pandemic.