More Than Just a Game: A Movement for Healthy Masculinity

By Ilyana Sithole

Yesterday, Alexandra Sports Club wasn’t just about the beautiful game; it was a powerful arena for change. As Population Solutions for Health (PSH) wrapped up Men’s Health Month with the 2nd Goal for Change: Freeman’s Birthday Love Shouldn’t Hurt Cup, supported by the Embassy of Sweden in Harare, the universal appeal of football was ingeniously used to spark vital conversations on positive masculinity, health, and the eradication of gender-based violence (GBV).

The air was charged with competitive spirit as teams like ZIM Socialites, Gallis FC, Vigilance Football Club, and ZIM Musicians FC battled it out. But preceding each whistle, there was a deep moment of unity: players knelt on the ground, a testament to the power in honor of victims and survivors of GBV. This small but strong gesture paved the way, a reminder that within the game, a cause greater than the game was being represented.

Apart from the above thrill of the games, the tournament was a one-stop shop for awareness and education. Exhibition stands occupied the arena, ranging from health screening to irreplaceable information on how to support the eradication of GBV. It was a holistic approach to redefining what it means to be a man in today’s society – not just physically strong, but emotionally resilient, free from drug use, and unequivocally against violence.

This year’s event held a special significance as it doubled as a 37th birthday celebration for Freeman, the proud ambassador of the Love Shouldn’t Hurt campaign. His commitment to the cause was evident in his words: “First of all, I want to appreciate Swedish embassy and Population Solutions for Health for this session, bringing us together as artists, as ghetto youths, as socialites, together as one.” He emphasized the importance of using his platform to promote positive messages, stating, “As we are campaigning against a lot of things, against violence, against drug abuse… gbv awareness and sensitisation takes place and cases of gbv should deteriorate.”

Freeman’s personal connection to the campaign resonates deeply with the core message: love shouldn’t hurt. He aptly expressed that “love should be just something, that must be cherished, love is about kindness, affection, and positive dialogue. It’s not about physical aggression, emotional pain, or domination.” This core principle permeated the whole event in regards to one another, open communication, trust, compassion, and equality as foundations of healthy relationships.

It stands in direct opposition to the indicators of abusive love – emotional abuse, physical abuse, absence of empathy, and isolation. By comparing it to these things, the Love Shouldn’t Hurt campaign invites individuals to see and refuse violent relationships, and envision a world where relationships are built on kindness and concern.

So then, how do we demonstrate our affiliation in creating a society where love is respected and relationships are built on respect and concern for each other? The ‘Love Shouldn’t Hurt’ campaign is a grassroots campaign. As Freeman so perfectly explained it, love is really about being considerate, respectful, and good communicators, the opposite of physical abuse, emotional manipulation, or control. The most essential of healthy love principles – respect, communication, trust, empathy, and equality – are not principles. They are the very essence of every healthy relationship. With their implementation in our schools, the public discourse, and our homes, we can create a culture where love can be present without hurting or harming.

In addition, how can sport be a force of social change and positive relations? Yesterday provided an inspiring answer. Sport, with its inherent values of cooperation, discipline, respect for others, and fair play, is a natural byway for the building of good social norms. It brings together various communities, builds positive role models, and provides a non-biased, interactive forum for the discussion of contentious issues such as GBV. The pre-match kneel, and the health and awareness stands, turned a football tournament into an active learning ground, showing that sports fields are fertile ground for social change.

To push forward actions such as the ‘Love Shouldn’t Hurt’ campaign and develop a culture of respect and equality, we must have unashamed community participation and mass action. This is about actively acknowledging and pushing back against the indications of unhealthy love – emotional control, physical abuse, no compassion, and isolation – in our everyday lives. It not only requires us to be appalled by violence, but to struggle for better tactics: teaching our children about consent, encouraging open discussions of emotions, and challenging others to ask for help and seek support.

It was preceded by a nail-biting close of soccer teams, where Vigilance Football Club was the overall ‘Love Shouldn’t Hurt’ soccer champions 2025. Congratulations, along with Golden Boot awardees Kenny Flex and Golden Glove awardee Vado (both Vigilance FC) and Player of the Tournament Zizou (Gallis FC). Whereas their sporting triumph was to be envied, the real triumph of the day was infinitely more immense: it was a triumph of awareness, of discussion, and of the unshakable conviction that a violence-free society is not an illusion, but something that can be realized.

More than a game of soccer, yesterday’s encounter was a testimony to the strength of people power and to the unshakable conviction that love never has to hurt. It was a day when sport went beyond entertainment, where sport was a driver of social change, where a new type of strength was forged: strong, responsible, and resilient man. The Goal for Change Cup demonstrated that with the coming together of the community, even the biggest of problems can be tackled, goal by goal.

What else can we, as a community, do to keep the conversations going after Men’s Health Month?