LifeLine 2010 penalty challenge

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LifeLine 2010 penalty challenge

South Africa
Organization type: 
nonprofit/ngo/citizen sector
$250,000 - $500,000
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

LifeLine 2010 penalty challenge is a community competition or challenge that will involve members of the community in one element of soccer namely ‘penalty kicks’ a team of 10 individuals “5 male and 5 female” will compete with other teams to score 20 penalties
• Immediate - Increased knowledge and awareness relating to services that LifeLine provides - recruit champions and potential leaders
• Ultimate- Increased feelings of responsibility towards “personal health and wellbeing”
• Use soccer to attract young peoples' attention and to promote an Increased and sustained emotional wellness through the enhanced capacity of the youth to make responsible decisions and have vision, meaning and purpose for their lives through increased community engagement.

About Project

Problem: What problem is this project trying to address?

The project has developed from a direct response from communities served because of a lack of any other service provider providing psychosocial care. There are a growing number of children/youth who have been left destitute and orphaned/abandoned due to their caretakers dying of HIV/AIDS and who struggle with raising their siblings. The government cannot cope with the frightening numbers and so it is left to NGOs to provide the necessary support to these children. Support required cannot only be material (i.e. food, medicine etc) but needs to include emotional nurturance and education about their rights.

Solution: What is the proposed solution? Please be specific!

Developing Community Wellness Workers (CWW), in effect a pool of individuals with transformative leadership abilities and facilitation skills. CWWs will be trained to move from one-on-one contact with individuals in the community to being able to engage with groups of community members in facilitated and participatory community talk circles. Community talk circles allow a process of public dialogue through which people themselves define who they are, what they need and how to get what they need in order to improve their own lives. It will utilize dialogue that leads to collective problem identification, decision making and community based implementation of solutions to development issues around HIV/AIDS and other presenting themes
Impact: How does it Work

Example: Walk us through a specific example(s) of how this solution makes a difference; include its primary activities.

The project commenced in October 2008 when LifeLine Johannesburg, as one of 19 LifeLine centres countywide, implemented two national pilot projects. Phase one ended in May 2010 and the project now enters phase two which will run for a 12 month period. In phase one of the national project, LifeLine Johannesburg had to deliver project activities within the under-resourced areas of Alexandra and Soweto and in fact, our involvement was in response to a growing number of service providers and people in these areas contacting us and requesting that we become involved within the areas because no-one was providing psychosocial care to the communities. To date, within the scope of these pilot projects, LifeLine Johannesburg:- • trained 165 active Mentors who directly and positively continue to impact 165 vulnerable and neglected children, many of whom head up households • impacted the orphaned and vulnerable children with positive psychological changes including stronger self-confidence and stronger commitment to school attendance • achieved successful networking with a number of local NGOs who provide a variety of services to the child-headed households i.e. food parcels, legal assistance, medical assistance etc. • 26 trained Peer Educators who actively impacted 3 900 beneficiaries on a monthly basis by imparting HIV/AIDS education and knowledge around healthy lifestyle choices • enabled Mentors and Peer Educators to too become beneficiaries of the project as they became trained, effective and supported social change agents/leaders empowered to serve their communities and receive a monthly stipend in exchange for their participation.
About You
LifeLine Johannesburg
Section 1: About You
First Name


Last Name


Section 2: About Your Organization
Organization Name

LifeLine Johannesburg

Organization Phone

27 1 7281331

Organization Address

No 2 The Avenue, Cnr Henrietta Str, Norwood, Gauteng,

Organization Country
Your idea
Country your work focuses on
Do you have a patent for this idea?


Through its interaction with individuals, groups and communities, LifeLine Johannesburg became aware of the escalation of trauma amongst communities in South Africa and realised that in addressing this trauma we could no longer offer just a counselling approach to individuals and communities - which in itself is reactive. We have thus taken a more holistic approach to emotional wellness and embarked on proactive interventions through the implementation of community based initiatives with other organizations and stakeholders on a needs basis.


• Individuals affected by HIV/AIDS are informed about the disease and know what precautions to take to protect themselves from its spread;
• Sexually active individuals make lifestyle changes to protect themselves from being infected with the HIV virus (in particular there is an increase in HIV status disclosure, number of sexual partners is reduced, faithfulness and monogamy increases and there is an increase in condom use);
• Children responsible for siblings receive much-needed emotional support, nurturance and guidance
• Beneficiaries are educated about their rights and taught how to access other specialized organizations which assist with material/physical needs
• Community dialogues are facilitated around critical issues, problems discussed and solutions identified
• Communities are mobilized to take agreed action
• Mentors, Peer Educators and Community Wellness Workers impact positively on others, gain self-esteem and confidence, become effective adult

What will it take for your project to be successful over the next three years? Please address each year separately, if possible.

Year one - implementation of intergrated community engagement model
Year two - recruit and train 120 targeted champions and sustain current volunteers and enhance development
Year three - 150 community volunteers participating and engaging actively in dialogue and action for change.

What would prevent your project from being a success?

The involvement of Mentors and Peer Educators is dependant on them receiving adequate monthly stipends. There is a risk that not enough money for this expense will be raised which could impact delivery of outcomes
In utilizing trained community members (who are exposed to the same daily harsh stresses as that of the people they need to interact with) there is a real risk that the Mentors and Peer Educators may burnout
Relatively difficult to measure impact of project where delivery is in the psychosocial arena
Difficult to measure exact and accurate qualitative impact of Peer Educators as target beneficiaries are so broad

(Please note that with all of the above identified project risks a strategy is in place to mitigate the threats as much as is possible)

How many people will your project serve annually?


What is the average monthly household income in your target community, in US Dollars?

Less than $50

Does your project seek to have an impact on public policy?

What stage is your project in?

Operating for 1‐5 years

In what country?
Is your initiative connected to an established organization?


If yes, provide organization name.

LifeLine Johannesburg

How long has this organization been operating?

More than 5 years

Does your organization have a Board of Directors or an Advisory Board?


Does your organization have any non-monetary partnerships with NGOs?


Does your organization have any non-monetary partnerships with businesses?


Does your organization have any non-monetary partnerships with government?


Please tell us more about how these partnerships are critical to the success of your innovation.

more formalised interaction with other service providers; and a formal evaluation of project impact to inform expansion into new areas. Finally, LifeLine has already built solid working relationships with about 30 local and national service providers (i.e. Red Cross, Cancer Association, SANCA, World Vision, Youth Alive, Sparrow, POWA. etc) who provide essential material support to the orphaned households and all are highly experienced within their areas of impact.

What are the three most important actions needed to grow your initiative or organization?

• more intensive training for mentors required;
• orphaned and vulnerable children to be drawn into regular psychosocial group interventions to create support at different levels;
• more formalized interaction and feedback with other service providers in the form of quarterly workshops

The Story
What was the defining moment that led you to this innovation?

Providing sound social solutions that effect sustainable solutions that evoke community heart

Tell us about the social innovator behind this idea.

LifeLine Johannesburg By virtue of its history in communities served, and the role it has played in assisting them deal with political, economic and social hardships, the organisation carries the necessary credibility and experience to successfully undertake social mobilisation around psychosocial care.

How did you first hear about Changemakers?

Newsletter from Changemakers

If through another, please provide the name of the organization or company

50 words or fewer