"HEARTLINES is an innovative programme developed by The Mass Media Project in South Africa. The intervention’s purpose is to address South Africa’s social issues, such as HIV and AIDS, crime, violence and the breakdown of family and social structures. HEARTLINES is unique in its approach in that it addresses these issues through values – the primary aim of the intervention is to promote reflection on people’s value systems and how these values are lived out in daily life. Over 85% of South Africans adhere to religious beliefs which have clear moral ideals and principles. One explicit strategy of HEARTLINES is to build on this already established authority of religious and spiritual beliefs. Using the authority of FBOs and religious faith, the Mass Media Project aims to promote values, to encourage people to live out their values more fully, and provide tools for this purpose. This evaluation is focused on the first stage of the HEARTLINES intervention. This included two main initiatives, namely, the national broadcast of 8 HEARTLINES films or dramas, with supporting print and below-the-line media components and secondly, the start of social mobilisation of faith-based organisations, where FBOs were provided with relevant tools to teach values and encouraged to undertake discussion-based activities. This first stage of HEARTLINES was evaluated using scientifically rigorous evaluation methods. During the 8 weeks of broadcast, an estimated 26% of the adult population, or 7.3 million adults watched one or more of the HEARTLINES films on television." (Executive summary)