About Me
The New loveLife Trust, also known as “loveLife”, is a South African non-profit youth organisation that was established in 1999 as a joint initiative of leading South African non-governmental organisations, private foundations and the South African government. With the passage of time the vision of the organisation has evolved to not only focus on HIV but to become “a leader in Youth Health Promotion” where Health, in line with the World Health Organisation (WHO), is defined as a “state of complete physical, mental and social well-being”. The organisation positions its programmes not only for risk reduction and active lifestyles but also as the generator of empowered young people with a better future. We are POWERING THE FUTURE!
Taking you to our journey
LoveLife created 2000+ work opportunities per month. Through its partnership with the DSD, loveLife sustained a nationwide multi-media campaign alongside community level outreach, skills development and psychosocial support programmes. Its founding mission began as reducing the rate of new HIV infections among South Africa’s teenagers by 50% over 5 years. It did not succeed, but it evolved into striving towards an HIV-free generation of empowered young people in South Africa who were in charge of their health, lives and future. It was important to have an understanding of what drove risk. Individual, social and structural reasons included low self-esteem, an uncertain future, peer pressure, lack of parental communications, expectations of womanhood, male sense of entitlement, poverty, marginalization and inequality. These factors lead to risky sexual behaviour such as starting young and having multiple partners. This lead to a generally higher state of risk, with HIV and AIDs being one of them.
Strategic objectives included the promotion of psycho-social wellbeing to reduce vulnerability to HIV, AIDs and TB in key target populations, facilitating youth development and empowerment, preparing young people for socio-economic activity and equipping them with the skills to navigate transitional pressures and build sustainable livelihoods. The GroundBREAKERSprogramme produced dynamic young people with potential and had become an accredited qualification. They were popular with employers and there was an increase in job placements for exiting groundBREAKERS. LoveLife had programmes running in 9,900 schools and 967 sites across the country, with a face to face reach of 33.5% of South African teenagers. Intervention was aimed at those from 12 to 19 years old. Whilst HIV amongst young people was declining, young women and those in urban informal communities were at the greatest risk.
Youth Conference Report 2009 – Pushing the boundaries of HIV prevention: Looking back and moving forward
The last 10 years of loveLife’s existence have been challenging as well as rewarding. We couldn’t have chosen a better time to initiate such a major national HIV/Aids programme in Africa and most certainly, Southern Africa. 1999 was the year in which South Africa in particular was experiencing a spike in the mortality phase. While people were dying, the Mbeki administration was reluctant to address the HIV/Aids issue head on. loveLife, however, grabbed the bull by the horns. Against all odds, we are here to share our story – 10 years later. Let’s take an evolutionary journey of our strategy and approach to the campaign, including our controversial visual billboard creatives.
Gender-based Violence and LGBTI People Z-card
Gender-based Violence and LGBTI People is a print and digital Z-Card to generate awareness of GBV and discrimination of LGBTI persons, which includes advice on how to deal with these issues. This material was created as part of a mainstreaming project targeted at loveLife staff and the communities we service to promote a culture of tolerance and understanding toward LGBTI persons. This Z-Card was developed in conjunction with Gay and Lesbian Memory in Action (GALA) and was available at loveLife sites across the country, as well as on the loveLife website.
The fact that we touch and access 1.5 million young people around the country is a huge opportunity, and we have to see how we can use that platform to generate revenue but without over commercialising the organisation.
loveLife is uniquely positioned to craft interventions that address social ills and provide youth leadership. With our spread, experience and ability to train and with a reach and footprint that very few other organisations can boast, we are uniquely placed to address the issues that affect our youth. We understand what these issues are and what needs to be done to bridge the gap between hopelessness and a future that is vibrant and ready to be snatched
To achieve our goals, loveLife has had to fundamentally change its way of doing business– the world has changed around us and the base of support that in the past was a given, is no longer guaranteed.
loveLife is significantly reliant on government for its funding, but government itself is under significant budgetary constraints. A key objective for the organisation is changing this weighting from a 90 odd percent reliance on government to more of a balance between the private and government sectors.