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Sugar Daddy Campaign

The MEC for Health, Dr Sibongiseni Dhlomo conceptualised the Sugar Daddy Campaign and has put-up more than 89 billboards across the Province warning against the dangers of cross-generational sex. The campaign will use radio and visual media, such as posters and pamphlets, to promote awareness and discussion about cross-generational sex and its impact in the Province.

The MEC explains; “The idea behind the campaign is to challenge the acceptance of cross-generational relationships as the norm, and to introduce an element of community leadership and stigma of older men who seek sex with young girls.”

The strategy of the campaign is to stigmatize cross-generational sex, which has been somewhat tolerated. The primary audience of the campaign is the families and friends of girls and young women, and the secondary audience is females aged 14 to 25.

The campaign's call to action is: Protect your loved ones from "Sugar daddies". This call to action is being used to:

  • create a taboo against cross-generational sex;
  • promote healthy lifestyles;
  • provide a language of opposition; and
  • model and encourage appropriate behaviours for community members.

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