The Society for Family Health (SFH) is a leading South African social marketing organisation that utilises the strategies and techniques of commercial marketing to bring quality health products and services within the reach of vulnerable and low-income communities.

For more than two decades SFH has focused on the challenges of HIV prevention. We have distributed more than a billion condoms, performed more than a million HIV tests and circumcised more than 100 000 men.

HIV prevention will remain the mainstay of SFH for some years to come but we are looking to applying the knowledge we have gained and the systems we have built to other areas of health in the near future.

Established in 1993 as a non-profit, non-government organization, the scope of SFH's work grew as options for HIV prevention increased. Initially, our efforts were focused exclusively on the social marketing of Lovers+ and Trust condoms. Today SFH is driven by the understanding that prevention of HIV requires a combination of interventions that are mutually reinforcingso we have moved in an innovative way to expand our offering of products and services.

The SFH New Start programme, run in partnership with several organizations, is our delivery platform. It comprises a network of service centres and clinics in four South African provinces – Free State, Gauteng, KwaZulu-Natal and Mpumalanga – from which:

  • Male condoms, female condoms and lubricant are distributed.
  • HIV counselling and testing is offered and CD4 count testing is done for individuals who test positive.
  • TB sputum samples are collected and sent to laboratories.
  • Medical male circumcision is performed.
  • Referrals are made to other services where needed.

These interventions are supported by behaviour change communication, marketing and training.


SFH envisions a South Africa where the vulnerable and low-income are empowered to lead healthier lives.


SFH's mission is to serve the health needs of vulnerable and low-income people through the social marketing of quality products, services and information. SFH implements evidence-based, innovative, collaborative and culturally appropriate programs to achieve measurable health impact.

Core Values

SFH's core values are guiding principles that describe how we strive to operate and achieve our goals. Our core values are captured in the acronym iMATCH:

  • We believe INNOVATION drives us to do our work in better and different ways in order to meet the health needs of the people we serve.
  • We believe in producing MEASURABLE RESULTS that can be tracked and that create a positive impact.
  • We believe in holding ourselves ACCOUNTABLE to the people we serve, our donors and to ourselves at all times. We recognize an obligation to use resources entrusted to us both effectively and efficiently.
  • We believe in building strong and cohesive TEAMS by developing employees and creating a supportive work environment.
  • We believe in the power of COLLABORATION with Government, key partners and other stakeholders.
  • We believe delivering HIGH QUALITY outputs is central to everything we do.