By Staff Writer
CELEBRITIES who participated in a three years long anti- Gender Based Violence (GBV) campaign will be honored at a top awards ceremony set for Friday this week.
With support from the Swedish Government, the was run by Population Services International (PSI) program and implementing partner by Population Solutions for Health (PSH) dubbed
# LoveShouldntHurt , #RudoHarurove #UthandoKaluhlukumezi tapped into the celebrities role model attributes in the anti-GBV campaign.
“Given the immense contribution of these personalities to the development, growth, and monumental success of the LSH movement, an awards night themed “Love wins. Applauding the Love Shouldn’t Hurt Champions” will be held on the 24th of March,” an update on the event said.
The event aims to recognise, honor, and appreciate the celebrities for their immense contribution to the success of the LSH campaign, creating a platform for stakeholders to engage with LSH celebrities and boosting visibility for the LSH campaign to remain top of mind.
Apart from the celebrities, other key stakeholders to attend the event include the Embassy of Sweden in Zimbabwe, PSI and PSH leadership, partners implementing various activities in the GBV space, socialites and young people’s representatives.
The foundation of the campaign was an HCD based insights-gathering process, undertaken in six districts in Zimbabwe targeting male perpetrators, champions, survivors and community influencers and crafted to reframe the narrative in a simple manner demonstrating that love is shown through kindness, affection and positive communication.
“Key insights from the HCD immersions with perpetrators of violence showed that perpetrators view violence and physical punishment to express love, discipline and tackled the notion that discipline and physical violence equate to love while redefining what love is and isn’t,” the update said.
The first phase of the campaign started showing on local television, radio, digital and outdoor media in August 2021 and the second phase was launched in September 2022.
“Over campaign’s duration, the term Love Shouldn’t Hurt has gained mileage, and is now synonymous with advocating against violence.
“Another key lesson learnt through the HCD was the desire that men have, to learn about GBV from influential people that they look up to, including musicians and other celebrities,” the update added
