We conducted extensive research into what issues affect communities and what needs to be addressed for individuals to be empowered to moved forward. Research showed that people in South Africa, and in particular adult men, are interested in football and in the lives of celebrities. What better way to reach people than by combining football and celebrities in the form of retired professional football players.
These ex-pros are trained in life skills and wellness and have the facilitation skills required to go into community settings to train and discuss issues using the F4L curriculum. People want to hear what they have to say, and more importantly they are more likely to remember what they say. These factors contribute towards greater participation and greater retention – important qualities in life skills training and related behaviour changes.