The Bill & Melinda Gates Foundation

With more than 8 million people living with HIV in South Africa and 1300 new cases a week in KZN alone, we challenged the way traditional sexual health communications were targeting and speaking to the youth.

This campaign was my child. I pitched the initial idea with just three days of prep and a three-person team over a single weekend. What followed was two years of building the largest integrated campaign Ogilvy South Africa has ever undertaken. I was part of the creative centre of it - writing, conceptualising, reviewing, guiding, and shaping a movement that reached far beyond advertising. Every department, every output, every touchpoint - no matter how small or large - came through me.

The campaign was launched across South Africa’s largest universities, staging pro-tests advocating for HIV testing. As the protest capital of the world, protests have long been seen as a powerful platform for change in South Africa. This innovative approach transformed protest culture into a force for positive change, sparking crucial conversations and leading to South Africa’s first nationwide sex talk.

Our pro-tests were not just events but platforms for engagement. We met the youth where they were - on social media, in clubs, bars, and even on radio, taxis, billboards, wall murals, and digital screens. Our army of influencers ranged from celebrities to healthcare professionals, all rallying by speaking in the same de-medicalised, self-love language.

South Africa then had questions, so we directed them to the innovative WhatsApp Bot which served as a credible information platform. This was the first ever sexual health chatbot available in three South African languages: English, isiZulu, and Sesotho.

A key part of #ForeverWena’s success was its seamless integration into popular culture. It sparked plot twists in popular TV shows like Uzalo and My Brother’s Keeper, made waves at the Durban July, launched a viral YouTube content series with topics around sexual health and HIV, and found its energy fitting into MTV. This integration amplified the campaign's visibility, ensuring the #ForeverWena message was not just heard, but normalised and embraced by the youth.

In an era where digital media dominates, #ForeverWena made a bold move to bring its message to television, harnessing the power of long-form storytelling in our campaign’s film. This was not just about reaching out to the youth; it was about creating an honest cinematic experience that resonated with them, transforming sexual health education from a monotonous lecture loaded with medical jargon into a captivating narrative.

The #ForeverWena film was a visual journey that celebrated self-love and sexual diversity. With a running time of over 90 seconds, we had the opportunity to delve deeper into the nuances of sexual health, challenging taboos, sparking conversations, and normalising preventative methods. The extended length allowed us to present a multi-layered narrative, capturing the raw, unapologetic attitude of South Africa's youth while promoting responsible sexual behaviours – in the coolest way possible.

The film broke away from traditional public service announcements, incorporating vibrant visuals of sexual tension, relatable characters, and a compelling storyline that reflected the energy of our target audience. By adopting a language that mirrored their own, we turned a sensitive topic into a relatable conversation, making the message of sexual health resonate on a personal level.

Moreover, the film set the tone for the entire #ForeverWena movement. Its integration into mainstream media channels amplified its reach, making the #ForeverWena message not just heard, but seen, discussed, and embraced by the youth.

Our innovative use of TV transformed the way sexual health communication is perceived and consumed. It elevated the campaign from a mere awareness drive to becoming a part of everyday culture, inspiring the youth to take charge of their sexual health and become advocates for change. The #ForeverWena film did not just play on screens; it played a pivotal role in shifting mindsets, breaking barriers, and empowering the youth.

The quality of execution within the campaign was evident in the positive sentiment uplift, extensive media coverage, and increased HIV testing. More importantly, it created a mindset shift, inspiring the youth to prioritise their sexual health and create a platform for change.

Unbranded, unconventional, and unashamed, #ForeverWena became a movement that empowered the youth to fight for their sexual health by knowing their options and choosing themselves.

#ForeverWena was more than just a hashtag; it was a revolution in sexual health communication.

For me, this will likely remain the most significant work I ever do. Not only because of the topic or the scale, but because of the sheer responsibility and belief it required. I led with heart, strategy, creativity, and grit. And I’m proud to have helped build something that didn’t just make an impact - but made history.