Brothers For Life is fast becoming a highly acclaimed campaign after continuing its award streak by grabbing two Gold Loeries and a Gold Pendoring award at the glittering Loeries Awards held on 22 September 2012 at Cape Town Convention Centre.
The Loeries are the premier awards that recognise advertising excellence in South Africa, this year the Lories added the Pendoring Awards which were established to recognize excellence in the Afrikaans language advertising.
Brothers For life received a nod for the use of social media for the excellent Twitter Army which has already won the International Bees award beating global brands such as Nike, and was also hailed for its quest to avert gender-based violence through the use of radio advertisement. The Twitter army also won the Gold Pondering under the category "Proudly South African".
The campaign which was developed by health communications giant, Johns Hopkins and Health and Education in South Africa and funded by USAID has been rolled out nationally and men have used it as a platform to talk about issues that affect them.
We're absolutely delighted to have received these prestigious awards, which is a tribute to the partnership that we have with government, civil society partners and international development agencies said Mandla Ndlovu, project manager for the Brothers For life campaign.
For Xolisa Dyeshana, creative director at Joe Public, who works on the creative execution for Brothers For Life , the awards are a testament that the advertising for social causes especially as important as Brothers For Life need to be of the highest quality. " Brothers for Life messages compete with a number of others in the market place and it is important to ensure resonance by delivering the very best in quality, and this campaign does that"
Brothers For Life has in the past three years of it's existences tackle issues of HIV, encouraging men to have one partner, correct and consistent use of condoms, stop gender-based violence and more recently promote medical male circumcision for men between 15-55 years old.