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Johannesburg - Football superstars Lionel Messi, Thierry Henry, Ryan Giggs and a host of other sportsmen are to appear in a South African advertising campaign as 'Brothers for Life' ambassadors.
This is an organisation that hopes to become a movement for responsible behaviour among men in relation to HIV/AIDS in particular, sexual activity, family, and other aspects of life.
The advertising is being conceptualised by independent Johannesburg agency Joe Public, whose creative director, Xolisa Dyeshana says these stars are committed to encouraging men to know their HIV status, be sexually responsible and to respect their partners and families.
"With the world's eyes turned to South Africa, the time is right to launch the 'Game of Life' campaign," he says. "During the World Cup many of them will be closely scrutinised, not only for their football skills, but also to see what kind of men they are, and what causes they represent.
"All our ambassadors are passionate about the campaign. They increase its credibility and image, and also increase the resonance of the HIV/Aids messages."
Other ambassadors are Matthew Booth, Teko Modise, Tiger Mangweni, Graeme Smith, Patrice Evra, Mame Biram Diouf and John Smit.
Targeted mainly at men aged 30 to 50, the TV ads will be flighted in World Cup prime-time spots and fan parks, supported by printed posters, radio and 170 billboards. The Sports Ambassadors will feature on the Brothers for Life website and Facebook page, and the Kick Off and Ruggavibe websites.
The campaign is a collaborative effort led by the South African National Aids Council, the department of health, USAID/PEPFAR, Johns Hopkins Health and Education in SA as well as and more than 40 other civil society partners.
- Fin24.com
This is an organisation that hopes to become a movement for responsible behaviour among men in relation to HIV/AIDS in particular, sexual activity, family, and other aspects of life.
The advertising is being conceptualised by independent Johannesburg agency Joe Public, whose creative director, Xolisa Dyeshana says these stars are committed to encouraging men to know their HIV status, be sexually responsible and to respect their partners and families.
"With the world's eyes turned to South Africa, the time is right to launch the 'Game of Life' campaign," he says. "During the World Cup many of them will be closely scrutinised, not only for their football skills, but also to see what kind of men they are, and what causes they represent.
"All our ambassadors are passionate about the campaign. They increase its credibility and image, and also increase the resonance of the HIV/Aids messages."
Other ambassadors are Matthew Booth, Teko Modise, Tiger Mangweni, Graeme Smith, Patrice Evra, Mame Biram Diouf and John Smit.
Targeted mainly at men aged 30 to 50, the TV ads will be flighted in World Cup prime-time spots and fan parks, supported by printed posters, radio and 170 billboards. The Sports Ambassadors will feature on the Brothers for Life website and Facebook page, and the Kick Off and Ruggavibe websites.
The campaign is a collaborative effort led by the South African National Aids Council, the department of health, USAID/PEPFAR, Johns Hopkins Health and Education in SA as well as and more than 40 other civil society partners.
- Fin24.com
