The company, which has offices in Italy, the UK and other countries, is to provide Nokia phones, digital cameras and other gadgets as prizes for a new reality television programme.
will also provide SMS technology to enable the audience to participate in competitions and send feedback, plus wallpaper and ringtones relating to the programme. A share of the revenues generated will also be donated to fighting HIV.
The beneficiary is , the South African national HIV prevention programme. It was launched in 1999 to educate young people about HIV infection in South Africa, which faces the possibility of more than 50% of people under the age of 15 being infected with the virus if current rates of infection continue.
Burton Katz, managing director of Buongiorno Vitaminic UK, said: "This is a great opportunity to get involved in an initiative that makes a difference to peoples' lives and ultimately the future of South Africa. It is also fulfilling to provide a service that -- because of its adoption by a youth audience -- actively enhances the overall offering and encourages participation."
Lovelife is funded by the Henry J Kaiser Foundation, the Bill and Melinda Gates Foundation, the Nelson Mandela Foundation, Unicef and the South African government.
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