Brothers for Life scoops Loerie Award
National men’s social and health movement Brothers for Life has won this year’s Media Innovation Single Medium accolade at the Loerie Awards for their 1 Rape every 4 Minutes campaign.
The print adverts that were placed in the mainstream newspapers early this year to reinforce messaging against sexual violence were developed by creative brains Joe Public, with technical guidance from the USAID/JHU HIV Communication Programme South Africa. The 1 Rape every four minute print advert sought to highlight the scourge of rape and sexual violence in South Africa.
Xolisa Dyeshana , Creative Director at Joe Public was excited on the news that Brothers for Life has won a bronze Loerie in the media innovation, single medium category for their efforts.
“We at Joe Public strive to create effective work that drives awareness. Winning a creative or advertising award simply validates that effective ideas can be creative ones at the same time”.
For USAID/JHU HIV Communication Programme South Africa programme manager Mogale Mashiapata the recognition serves as an exuberant thumbs-up to a worthwhile investment and effective partnership – one that has always worked towards a common goal of changing attitudes and behaviours amongst men.
“We are delighted to have won this prestigious award. Brothers for Life has since its inception sought to address the issue of sexual violence and will continue to engage men and encourage them to pledge their support against gender-based violence in all its forms and shapes.”
The Brothers for Life campaign is a collaborative effort between the South African National AIDS Council (SANAC) Men’s Sector, the Department of Health, USAID/PEPFAR, Sonke Gender Justice , Johns Hopkins Health and Education in South Africa, the United Nations system and over 100 NGO partners. Funding for the campaign has largely been through USAID/PEPFAR, with some support from UNICEF and the Danish International Development Agency.