The Brothers for Life campaign focuses on the following messages:

• alcohol, sex, and HIV as there is a high correlation between low risk perceptions, sex with casual concurrent partners, in-consistent condom usage, and alcohol consumption;
• promoting partner reduction;
• promoting male involvement in PMTCT and parenting;
• promoting condom usage particularly during "high risk" sexual activities; and
• promoting male sexual and reproductive health, including HIV testing and male circumcision.

In order for these messages to be communicated, the campaign will use mass media activities such as:

• prime time programmes along with short television and radio advertisements;
• a drama series through district level radio;
• a men’s talk show through district level radio;
• national, district, and local print media;
• internet activities; and
• SMS communication.

The project will also engage in a range of interpersonal activities which will be achieved through community gatherings, izimbizos, entertainment platforms, events, door-to-door activities, sports platforms, religious platforms, and ward- based activities.

The campaign also includes activities, including the preparation of discussion papers, to advocate for:

• the revision and strengthening of the Men’s Health Framework within the national health policy;
• provision of male friendly services in the primary health care settings;
• provision of health services aimed at reducing the risk of new HIV infections;
• diligent implementation of existing regulations on alcohol and availability of rehabilitation services; and
• addressing of gender power issues within the context of culture and tradition.

According to the organisers, the Brothers for Life Campaign is guided by Sonke Gender Justice’s National Strategic Plan 2007-2011, which aims to:

• accelerate programmes to empower women and educate men and women on women’s rights and human rights;
• support national efforts to strengthen social cohesion in communities and to support the institution of the family;
• introduce programmes to mitigate the impact of alcohol and substance abuse; and
• develop a comprehensive package that promotes male sexual health and which addresses gender and gender-based violence.

HIV/AIDS, Gender

Sonke Gender Justice Network works across Africa to strengthen government, civil society and citizen capacity to support men and boys to take action to: promote gender equality; prevent domestic and sexual violence; and reduce the spread and impact of HIV and AIDS.


The organisation says that the focus on men is centred on the following prevailing norms and issues:

• men as decision makers influencing behaviour such as multiple concurrent partnerships, condom use, and testing;
• traditional norms influencing notions of manhood;
• role of alcohol and substance abuse resulting in diminished rational capacity and the influence on sexual behaviour;
• low trends of health-seeking behaviour in men;
• male health and wellness not receiving enough focus; and
• men and responsible fatherhood.