Scandal Embarks On A Safe Sex Campaign

You know December is here when everybody start pushing the HIV awareness movement. Every press release I have received in the last 48 hours has been about people and companies within the industry doing something to support the HIV/Aids awareness campaign. Etv soapie, Scandal, (which has been giving Isidingo a run for its money on the 19h30 slot) is also doing its bit to help.

Press release:
Scandal has teamed up with retail group Pick n Pay to run an interactive safe sex campaign aimed at encouraging viewers to take responsibility for their sexual health. The safe sex drive, launched in the run-up to 1 December, HIV/AIDS Awareness Day, comprises of a series of campaigns aimed at teaching viewers about the dangers of unsafe sex. 

The campaign is an extension of the current storyline which sees one of the characters, Mangi (played by Kagiso Modupe), engaging in irresponsible sexual behaviour and having a brush with hepatitis B. His on-screen friend, HIV positive Palesa (played by Refilwe Modumo), later suggests that they team up on a safe sex campaign which sees them design a trendy T-shirt range aimed at educating the youth about the dangers of unsafe sex. Other characters are later roped in to help design the T-shirts. This on-screen campaign will be supported by a strong off-screen campaign. 
The off-screen campaign, which is a joint initiative between Pick n Pay and Scandal!, consists of a series of activities aimed at raising awareness about the dangers of unsafe sex. Executive Producer, Lynn Gaines says:  
“The storyline is a strong vehicle for Scandal! to address the challenges our society faces in promoting a safe sex lifestyle. It is vital for a prime time soapie such as Scandal! to tackle the high rise in sexually transmitted diseases and assist in improving sexual health. We can never do enough to bring home the message of the risk of sexually transmitted infections. The partnership with Pick n Pay will go a long way in ensuring that the message is creatively and innovatively delivered to our viewers.”  
The Scandal! safe sex T-shirts, designed by and Pick n Pay, will be sold to the public at various Pick n Pay outlets. The profits generated during the campaign will be donated to the HIV/AIDS foundation on World AIDS Day, 1 December.  
“Pick n Pay makes every effort to find targeted ways to educate young people about the risks they face today. The partnership with Scandal! illustrates our commitment to ensuring that HIV awareness and prevention is addressed creatively,” says Malcolm Mycroft, Pick n Pay’s General Manager for Marketing. Scandal! takes pride in bringing viewers riveting storylines aimed at reflecting real challenges affecting South Africans on a day to day basis. 

I have been watching Scandal for most of this year and I have been impressed at how they have been able to incorporate social issues in their storyline without taking about the entertainment value of the show. 

When you watch the show you don't get the sense that you watching a PSA for a particular campaign but rather get immersed in the story and it's characters. Now that's what I call entertainment with a purpose.

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