How counterproductive it is at a time when a concerted, highly publicised mass media effort has got South Africans talking about values and the need to live them out at all levels of society, that we are exposed to street billboards that encourage unfaithfulness?
We refer to a sequence of billboards along the William Nicol highway, and more recently Jan Smuts Avenue near Bordeaux, advocating "101 things to do this summer", one of which reads "be unfaithful".
The strategy is designed to attract motorists to a monthly special for DSTV. Apart from the break-up of marriages and the untold misery this causes, HIV statistics in South Africa continue to climb and messages like these subtly suggest that such behaviour is acceptable.
At the same time it also negates the call by the government and many other organisations for the RDP of the South African soul.
Until we all speak with one voice about the need for good values to characterise the way we think and respond to issues - be it at a government or community level - the moral erosion of our society will continue.
This kind of advertising can only hold us back.
Buhle Dlaminiproject manager, Heartlines