Pretoria - The OneLove campaign that aims to reduce new HIV infections by 10 percent by 2011 will be targeting Multiple Concurrent Partners (MCP).
The North West Department of Health and Social Development in partnership with the Soul City Institute launched the campaign at the weekend.
The campaign, which forms part of a larger southern African regional OneLove campaign, was launched in 2009 and will run until 2012.
Launching the campaign, Health and Social Development MEC, Rebecca Kasienyane said the campaign aims to shift social norms away from multiple sexual partnerships and encourage fulfilling monogamous relationships that will prevent the need for other relationships.
"It aims to do this through role modeling safer sexual behaviour and by challenging men and women to examine their sexual behaviour.
"Specifically, OneLove challenges gender stereotypes and cultural norms that reinforce multiple concurrent partnerships and seeks to create debate around what needs to be done, it also highlights the risks associated with transactional, drunk, and intergenerational sex," Kasienyane said.
Among the activities to take place during the campaign in the province will include community training on HIV and AIDS and activities aimed at youth, community leaders, couples and communities.
Soul City Institute's senior executive for marketing and public affairs, John Molefe said the campaign role models safer sexual behaviour and challenges men and women to change their behaviour to live a safer and happier life.
"We are thrilled to be working with the Department of Health and Social Development on this important campaign, in line with our edutainment formula, we will be working closely with local radio stations, as well as providing training and material, fostering and hosting a number of community dialogues and four district campaigns," Molefe said.
