"Soul Buddyz, an initiative of the Soul City Institute for Health and Development Communication (IHDC), in partnership with the South African Broadcasting Corporation (SABC), is a multi-media intervention targeting children aged 8 to 14 in South Africa. The intervention is focused on the promotion o
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f children’s wellbeing through the provision of health information and skills to lead healthy lives, especially those which relate to HIV and AIDS and sexuality. Components of the intervention include a television drama, Soul Buddyz Television; a radio intervention, Soul Buddyz Radio consisting of drama, and interactive talk between children and adults; and a Lifeskills Booklet for Grade 7. In addition, there is a face-to-face intervention Soul Buddyz Clubs, implemented in primary schools in collaboration with the Department of Education. A reality television programme, Buddyz on the Move which showcases Soul Buddyz Club activities. Complementary materials and messaging for parents and care-givers of children are also part of the intervention. This report presents an independent evaluation of Soul Buddyz conducted in 2006. Interviews were conducted with a sample of 1500 children aged 8-15 across the country, in a nationally representative sample [...] Some 82% of children in the 8-15 age group reported having watched Soul Buddyz TV. Some 63% reported having watched Buddyz on the Move. Soul Buddyz radio achieved lower reach with 32% of children in the 8-15 year age group reporting having listened to the programme on radio, although this is still substantial, given that fewer children listen to radio. Around 45% of children have heard of Soul Buddyz Clubs, while 6% of children reported ever being members. The Grade 7 Lifeskills Booklet, designed to be a user-friendly information and activity resource for Grade 7 learners in South Africa, was reportedly used by close 50% of children in the target age group. Soul Buddyz appears to appeal to both boys and girls with no significant differences in reach. Reach of Soul Buddyz is good in both rural and urban areas, but higher among urban children." (Executive summary)
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"This publication focuses on unique communication-centered approaches to social change and introduces basic concepts, strategies and theories supporting edutainment strategies to foster social change and social movement building. It provides examples of how the organizations have used edutainment st
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rategies, describing challenges, lessons learned and insights for the future, especially related to strategic planning and evaluation. It also provides references for where to find more information or who to seek for further advice on the design and implementation of these approaches." (Foreword)
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"The Soul City Institute for Health and Development Communication—a South African multi-media health promotion project—together with the National Network on Violence Against Women, formulated an intervention to address domestic violence. Recognising that behavioural change interventions aimed so
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lely at individuals have limited impact, the intervention was designed to impact at multiple mutually reinforcing levels; individual, community and socio-political environment. The intervention and its evaluation results are presented. Soul City successfully reached 86%, 25% and 65% of audiences through television, print booklets and radio, respectively. On an individual level there was a shift in knowledge around domestic violence including 41% of respondents hearing about the helpline. Attitude shifts were also associated with the intervention, with a 10% increase in respondents disagreeing that domestic violence was a private affair. There was also a 22% shift in perceptions of social norms on this issue. Qualitative data analysis suggests the intervention played a role in enhancing women's and communities’ sense of efficacy, enabling women to make more effective decisions around their health and facilitating community action. The evaluation concluded that implementation of the Domestic Violence Act can largely be attributed to the intervention. While demonstrating actual reductions in levels of domestic violence was not possible, the evaluation shows a strong association between exposure to intervention components and a range of intermediary factors indicative of, and necessary to bring about social change. This paper reports on the evaluation, discusses its limitations and challenges as well as lessons learned regarding multi-level interventions on domestic violence." (Abstract)
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"What follows is a fascinating account of 50 experiments in empowering people— living in poor communities across the world—to seize control of their own life stories and begin to change their circumstances of poverty, discrimination and exclusion. Alfonso Gumucio spent nearly one year researchin
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g and interviewing sources for “Making Waves,” and has been actively involved in every phase of production. “Alfonso’s voice” is evident throughout this work, and it is a tribute to what makes him the ultimate communicator: he has the soul of the good poet and filmmaker that he is, combined with an unwavering sense of justice and fairness. Following the first introductory chapter—which explains the field of participatory communication for social change and how it is evolving—you will read 50 illustrations of the power of community decision-making and action. Many of the stories are about community radio. We hope you don’t find this tedious; but our research and conversations certainly suggest that community-based radio is one of the best ways to reach excluded or marginalised communities in targeted, useful ways." (Foreword by Denise Gray-Felder, page 1-2)
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"The aim of this article is to introduce and analyze the case of the South Africa media NGO ‘Soul City – Institute of Health and Development Communication’ in order to discuss how an entertainment-education based communication strategy can contribute to a participatory development process. Fir
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stly, I introduce the history and development of Soul City. Secondly, I provide a brief historical overview of the developments within entertainment-education in relation to the general discussions of communication for development. Finally I present Soul City’s communication strategy, the edutainment model, and analyze how Soul City contributes to the further development of entertainment-education strategies in both theory and practice. As so often seen before, practice comes prior to theory, and I thus argue that what Soul City is de facto doing is anticipating the theoretical advancement I wish to argue for referent entertainment-education (EE). The point I argue is that Soul City represents a third pathway in a field which traditionally has been divided between two major schools of thought: the diffusion of innovation-oriented theories and methodologies on one hand and the participatory theories and methodologies on the other. A new paradigm within communication and development is emerging." (Abstract)
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"Ce qui suit, c’est un fascinant catalogue de cinquante expériences qui permirent à des résidents de communautés pauvres de par le monde de prendre le contrôle de leur histoire, et de commencer à changer les circonstances de leur pauvreté, de leur discrimination, de leur exclusion. Alfonso
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Gumucio a passé presque un an à rechercher et interroger des sources pour ce travail, et s’est impliqué dans chacune des phases de la conception. La « voix d’Alfonso » résonne dans toute cette oeuvre qui est un hommage à ce qui fait de lui le communicateur par excellence : il a l’âme du poète et du réalisateur de talent qu’il est, combinée à un sens inébranlable de la justice et de l’équité. Après le chapitre introductif sur le rôle que joue la communication participative dans le changement social et son évolution, vous pourrez lire cinquante exemples qui illustrent le pouvoir que donnent l’action et la prise de décision communautaires. La plupart d’entre eux relatent de radios communautaires. Nous espérons que vous ne trouverez pas cela fastidieux, mais nos recherches et conversations nous ont conduits à conclure que la radio communautaire représente l’un des meilleurs moyens d’atteindre les communautés exclues ou marginalisées, et ce de manière ciblée et utile." (Préface de Denise Gray-Felder, page 1-2)
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