Durban (PTI): Nobel laureate Archbishop Desmond Tutu has asked the South Africans to promote social values to save their country from self-destruction. Archbishop Tutu, who joined the new initiative - Heartliness - initiated by the mass media, said "as a nation we need values".

"The long-term impact of not having a value-based society is that South Africans will be damned. If we do not have the right values of truth, honesty, love and compassion, then we are for the birds. Our nation will self-destruct," he said.

The new drive, which include prominent like Olympic swimming medalist Penny Heyns and chairperson of Electoral Commission Brigalia Bam, is an attempt to tackle issues of escalating crime rate, neglect of elderly and parents, bribery and corruption, decline in moral values and mad rush for materialism against all costs.

In her message, Bam said "it was important for South Africans to get back to their roots. Values are essential for the success of this country and its people. We need to embrace our values and morals and bring this message to our children."

While one-legged Olympic swimming medalist Penny Heyns, said "our society is indoctrinated with the worlds way of thinking that tends to support very poor morals and values. The campaign encourages young people to live in an uncompromised manner and to always value themselves."

Val Paquet, spokesperson for Heartliness, said Desmond Tutu, Brigalia Bam and Penny Heyns represent the core values of Heartliness and their involvement in the project is of great value. They have done themselves and South Africa proud, and have persevered in difficult circumstances they are truly South Africas heroes.