Huge Elton John funded gay sexual health campaign launched in Joburg

WeTheBrave, the largest ever sexual health campaign targeting gay men and MSM in South Africa, was launched at a glamorous event on Thursday night in downtown Johannesburg.

The ceremony was attended by a who’s who of Gauteng’s gay community, and featured performances by Cape Town’s Odidi Mfenyana and a special message from Elton John.

“Are you after a bear that bares it all in a dark club?” ask the WeTheBrave creators in a media release. “A muscle-mary with a penis as firm as his pecs? A twink who takes it from a-top? A drag queen who dares to enter a darkroom? An after 9 who likes to give it from behind? A sugar daddy seeking out his next candy crush? A ladyboy with the parts to please? Or just a regular guy who likes guys?”

Spearheaded by the Anova Health Institute, and funded by the Elton John AIDS Foundation, the campaign aims to reach men who have sex with men (MSM); South Africa’s most at risk population for HIV acquisition and transmission.

WeTheBrave is the first large scale campaign ever in South Africa to specifically address gay men and other men who have sex with men. It will address both prevention and treatment issues in an “affirming, non-judgemental and sex positive way, which will be entertaining and engaging.”

“MSM are at higher risk for HIV infection for many reasons, including lack of knowledge about HIV and lack of access to early treatment,” said Anova Health Institute CEO Prof. James McIntyre.

“Several South African studies have shown that as many as one in three gay men in some South African settings are already HIV positive. We have to reach out now to this vulnerable community.”

He explained that, “We have three main goals with the campaign: ensuring that MSM have the knowledge and opportunities to prevent new HIV infections, that they understand the benefits of regular HIV testing, to know their status and that they use antiretroviral treatment when and if they need it.”

McIntyre said the campaign acknowledges that MSM face stigma, discrimination and even violence, but that they overcome this in their daily lives. “The WeTheBrave campaign recognises this and shows these men that they can channel that bravery and strength to overcome the challenges of HIV,” he added.

The first phase of the campaign will target the Gauteng area, extending later to other centres, but the online and mobile platform will be accessible from the start across the country.

WeTheBrave asks MSM to be brave enough to make healthy sexual choices like wearing a condom, getting tested regularly and knowing their status.

The campaign will link to Anova’s Health4Men clinical services in the public sector, in all provinces, and an interactive map will allow men to find the nearest clinic. Alternatively, MSM can find independent clinicians in the private sector through the WeTheBrave website.

“Being a gay man takes courage,” said Sir Elton John in a message for the launch. “You’re brave enough to come out of the closet, defy stigmas, fight stereotypes and face the daily challenges of your sexuality. So I’m challenging all South African MSM to apply this innate bravery to taking care of your sexual health and that of your current and potential partners.

“There is a window of opportunity before us, a window through which we can very clearly see the end of AIDS within my lifetime. For South African MSM, that window of opportunity is now,” John said.

Join the WeTheBrave conversation on Instagram, Twitter and Facebook. Watch two WeTheBrave video ads below.