On Tuesday, 21 July, Flow Communications client loveLife launched iloveLife, a new life-changing mobile platform for young people.
iloveLife.mobi is a lifestyle-changing programme that incentivises good behaviour by young people between the ages of 10 and 24 years old. It helps them to start their personal path to greatness, while awarding them for their efforts that personally benefit them as they grow. To win rewards, users sign up, complete activities, earn points and enter competitions.
The launch, which introduced the media and the country to iloveLife.mobi, took place at The Sheds in Newtown, Johannesburg, and was hosted by Bujy Bikwa.
In attendance was a diverse audience – ranging from local celebrities and prestigious international guests to businesspeople and the youth – with a common interest: to help young South Africans live better lives now, which will lead to better futures tomorrow.
Flow, as loveLife’s digital strategy partner, teamed up with the loveLife crew before the event to ensure that it was a success, even going as far as helping to decorate the venue before guests arrived. Flowstars attended in numbers – from the company's PR intern to its CEO. And, while everyone was having an amazing time, Flow's iloveLife account director Karabo Sitto was working tirelessly to ensure that everything digital was going to plan.
The launch began when the MC, Bujy, arrived looking as stylish as expected. With the arrival of leaners from the two invited high schools – Tswelepele High School and Boitumelong High School – the vibe became one of excitement. The learners sang, danced and had fun – making the event theirs.
Guests were welcomed by Grace Matlhape from the New loveLife Trust, who explained that iloveLife.mobi hoped to change the behaviour of the youth through incentives and indirectly lead to a decrease in social issues facing young people, such as HIV/Aids and violence.
“Our approach is to work with popular youth culture and this platform provides that,” said Grace, adding that iloveLife.mobi is more than just a web platform but a friend and navigator to the South African youth.
Nichola Wertz, of the German Embassy in Pretoria, told guests iloveLife.mobi is in line with Germany's development plans for Africa, which is why the embassy contributed R27-million to the initiative.
Other guest speakers at the event included Thato Chadarikire from the Department of Health, Fareed Abdullah from the South African National Aids Council (SANAC) and Busso Alvensleben from KfW, a German government-owned development bank.
Jade Archer, the head of iloveLife.mobi, reminded the audience that the platform is also an information harbour and most importantly a place to connect for the empowerment of young people.
The event ended with Moss Mashishi, the chairperson of the loveLife Board, thanking everyone involved in the implementation and launch of the mobi site and the event. “loveLife is constantly innovative, and when you are being innovative, you remain relevant,” said Moss.