In South Africa there is a Love Charm used by traditional healers called Isidliso. “Ukumdlisa” is the act of a lover administering a love potion into their partner’s food, in efforts to keep him/her, or have them hopelessly fall in love with them (whipped).

However, the literal meaning of the word “Mdlise” is “feed him/her…” and it just so happens that feeding your partner is a love-language for many couples.

In this series of Radio spots for the campaign. We have different characters warning someone close to them about the dangers or consequences of not “feeding” their partner during the Valentine’s Month Of Love. So they encourage them to feed their partners before someone else does!

Our campaign line is “If uyamthanda, Mdlise/"If You Love Them, "Feed" Them.