These are the words that have been reverberating throughout South Africa since the launch of the Brothers for Life campaign in August 2009 in KwaMashu, outside Durban.

Brothers for Life is a national men’s campaign that aims to create a movement of men that will ignite and spread throughout South Africa. The campaign draws upon the spirit of brotherhood that exists among South African men and to encourage men to positively influence each other as men, partners, and parents and as leaders. Brothers for Life is designed to highlight and communicate around male norms and behaviours that undermine the health and wellbeing of men and their families. Key issues the campaign sets out to address include HIV prevention (multiple and concurrent partnerships, transactional sex, correct and consistent condom use); alcohol and substance abuse, the role of men in the prevention of mother-to-child transmission of HIV, gender-based violence, men’s sexual and reproductive health, men’s general health as well as promotion of family and community values.

South Africa is starting to see a marked change in HIV epidemic – a reduction of HIV prevalence amongst teenagers and increased condom usage amongst youth. But new HIV infections amongst adult men remain stubbornly high, particularly amongst older men aged 30-34, where HIV prevalence peaks at around 25%. The campaign is a collaborative effort led by South African National AIDS Council (SANAC), the Department of Health, USAID/PEPFAR, Johns Hopkins Health and Education in South Africa (JHHESA), Sonke Gender Justice, the United Nations System in South Africa and 20 other civil society partners working in the field of HIV prevention and Health.

The campaign calls on men from all walks of life to stand up and become Brothers for Life Ambassadors, in so doing acting as role models to other men. Prominent Ambassadors include the acclaimed actor John Kani, and popular comedian Trevor Noah.

Deputy Minister of Health Dr Molefi Sefularo has described the campaign as “a positive addition to other initiatives by men who subscribe to the human rights principles that are enshrined in our Constitution”. “Brothers For Life is the first national effort that brings together government and civil society to mobilise men across the country in a movement to speak out, take action and to make a positive contribution towards the fight against HIV. This campaign is important for the health and wellbeing of men’s communities, families and partners. We urge all men to get involved!” says Mark Heywood, Deputy Chairperson of SANAC. The Rev Bafana Khumalo, of Sonke Gender Justice, says the impetus for the campaign lies in inspiring men to assume responsibility and play a greater role in socially responsible behaviour and, along with it, the prevention of HIV/AIDS.