Soul City signs with frayintermedia

frayintermedia is set to leverage media across the country to speak to all South Africans – across race, gender and age – in an effort to get the country talking about multiple and concurrent partners and the effect of this on the HIV/Aids pandemic.

Appointed to handle media advocacy for the Soul City Institute on its Onelove campaign, intermedia will engage with media in order to shift public opinion and behaviour around multiple and concurrent exual partners.

Said frayintermedia Managing Director Charmeela Bhagowat: “This is a great venture for frayintermedia. We are most pleased that Soul City have partnered with us and we look forward to getting started on this essential programme for the health and wellbeing of the citizens of this country.”

Soul City, who have reached more than 16 million South Africans through drama and entertainment, are set to launch their Onelove campaign in the coming months. This campaign will see nine other African countries join hands with South Africa in an effort to reach as many people on the continent as possible.
The campaign is aimed at encouraging dialogue on multiple and concurrent partners. “This is about getting South Africa talking about HIV, about our culture and our future,” said Bhagowat.

Deputy President Phumzile Mlambo Ngcuka recently told delegates at the XVII International Aids Conference in Mexico she favoured such mass media campaigns as South Africa needed a variety of people sending the same message.

Mlambo-Ngcuka said Government could be more frank and direct about the dangers of multiple and concurrent sexual partners – one of the key drivers of the epidemic in the southern African region.