Soul city

Slide1: 

MASS MEDIA Important factor in shaping social norms, & is a powerful tool for social change Often a negative influence on health and development

Slide2: 

Behavior Change Model.

Slide3: 

EFFECTIVE USE OF MASS MEDIA One Needs MAXIMUM ACCESS TO POTENTAIL AUDIENCE MAXIMUM IMPACT

Slide4: 

IN SOUTH AFRICA 98% access to radio 65% access to TV 45% access to print ±12% of the population is HIV +ve Diarrhoea still the biggest killer <5 years

Slide5: 

THE EDUTAINMENT VEHICLE THE SOUL CITY EDUTAINMENT MODEL

Slide6: 

WHY DRAMA ? Every one loves a good story We’ve been learning through drama for centuries Able to deal with complex issues over time. People see them selves Popular Allows for different voices - role models

Slide7: 

1) Weekly prime time TV drama--Soul City THE SOUL CITY STRATEGY The Mass Media Component (Ongoing - 3 Months/Series)

Slide8: 

After each series - advocacy - Lifeskills packs ( schools) - Adult Education packs ( other settings) THE SOUL CITY STRATEGY Capitalising on Potential Opportunities

Slide9: 

2) Daily radio drama - Soul City presents “------” - 9 languages Same theme tune as television THE SOUL CITY STRATEGY The Mass Media Component (Ongoing - 3 Months/Series)

Slide10: 

3) Booklets - serialized then inserted in 4 newspapers nationally - 3 / series - 1 million copies of each - 14 million to date THE SOUL CITY STRATEGY The Mass Media Component (Ongoing - 3 Months/Series)

Slide13: 

1) Mother & child health, HIV/AIDS - 1994 2) HIV/AIDS, housing & land, TB & smoking - 1996 3) HIV/AIDS, household energy, violence, alcohol misuse - 1997 4) HIV/AIDS, personal finance, hypertension, violence against women - 1999 5) HIV/AIDS, SMME, rape, disability - 2001 6) HIV/AIDS, Mental Health/Depression, Asthma, Adult Literacy - 2003 THE SOUL CITY SERIES

Slide14: 

Evaluation THE EDUTAINMENT VEHICLE THE SOUL CITY EDUTAINMENT MODEL Potential Opportunities Educational packages Characters Advocacy Use of Brand Name Direct Impact On KAP,Social Norms Supportive Environment Achieving Projects Objectives Forging Partnerships Promote & Market Audience & Expert Centred Research Process

Slide15: 

Stimulates open talk “Soul City has helped me a lot because with parents it is scary to talk to children about sex. It isn’t liked by the community. But since Soul City put everything into the public, a parent is no longer embarrassed to sit down with a child and talk.”

Slide16: 

ATTITUDE/BEHAVIOUR CHANGE I want to thank Soul City because I was scared of people with AIDS, I was afraid to be near to the person…but since I watched Soul City I find my attitude changing, it is a sickness just like sugar diabetes or high blood... - Female 40+ Eatonside

Slide17: 

1) Topic research - audience - experts 2) Message design 3) Scripting /material design 4) Pretesting 5) Production 6) Implementation 7) Evaluation THE RESEARCH PROCESS

Soul Buddyz (8-12 yrs): 

Soul Buddyz (8-12 yrs) Multi media TV – 26 episodes Radio - 3 languages Print - Grade 7 in all schools Parenting booklet Advocacy campaign Trauma – road safety

Soul City: 

Soul City A multi-mass media health and development communication vehicle Working within a health promotion framework Create a supportive environment Strengthen community action Build healthy public policy Reorientation of services Develop personal skills

Key evaluation objectives: 

Key evaluation objectives To measure Soul City reach & audience profile TV, Radio, Print Multi-media exposure To measure / capture audience reception, audience evaluation of Soul City

Slide21: 

Measure / capture Soul City impact at a societal level of analysis: Impact on public debate, as reflected in the media nationally Impact on connecting people to services nationally Impact on policy implementation

Slide22: 

Reach and Popularity National Survey

Slide23: 

National Survey

Slide24: 

National Qualitative Impact Assessment, Computer aided Thematic Analysis Audience ratings, SAARF

Slide25: 

Exposure to Soul City 4 is significantly associated with positive shifts in respondents’ perception of their reference groups’ attitudes towards issues pertaining to HIV/AIDS & Youth Sexuality, as well as for Domestic Violence – i.e. Soul City 4 exposure is associated with shifts in perceptions that the social norm is changing in a desirable direction. Exposure to Soul City 4 is significantly associated with decreasing experiences of negative peer / social pressure re HIV/AIDS & Youth Sexuality, and Domestic Violence

Increased resistance to social norms: 

Increased resistance to social norms My friends used to tell me that if you sleep with your boyfriend with a condom he is going to leave you because he doesn’t feel any sensation, he only feels rubber. But through Soul City I have discovered that I don’t have to listen to friends. I should do what I think is best for me and that is to use a condom. Young, urban female

Slide27: 

50% of people with no schooling accessed 68% of people in rural areas PENETRATION

Slide28: 

THE ONGOING VEHICLE

Slide29: 

ATTITUDE/BEHAVIOUR CHANGE I want to thank Soul City because I was scared of people with AIDS, I was afraid to be near to the person…but since I watched Soul City I find my attitude changing, it is a sickness just like sugar diabetes or high blood... - Female 40+ Eatonside

Slide30: 

At my house my furniture is torn because when it is time for Soul City, the house is full, as soon as my son starts the generator the whole house is full. They all come running from all over - Eatonside female 40+ years I listened from the beginning to the end - Motwabeng female 40 + years POPULARITY

Slide31: 

Independent Research: Spontaneous recall of TV programmes from which respondents feel that they have obtained useful information about HIV/AIDS

Slide32: 

“Since I have started watching Soul City I have since realized that I am an abuser, I did not think about it before but they have made me to see myself as an abuser. I have tried to change and its not that easy, but at least because I have that picture of abuse in my mind; whenever I think of doing it that comes to mind and I would stop that. It's quite tough to make that conscious decision but you have to stick to it and as time goes by it will be easy just to talk about your problem without even resorting to violence.” [Rural Male] National Qualitative Impact Assessment, Computer aided Thematic Analysis Attitude Change

Series 1 - Evaluation: 

Series 1 - Evaluation

Series 1 - Evaluation: 

Series 1 - Evaluation

Series 1 - Evaluation: 

Series 1 - Evaluation

Series 1 - Evaluation: 

Series 1 - Evaluation

Series 1 - Evaluation: 

Series 1 - Evaluation

Series 2 - Evaluation: 

Series 2 - Evaluation

Series 2 - Evaluation: 

Series 2 - Evaluation

Series 2 - Evaluation: 

Series 2 - Evaluation

Series 2 - Evaluation: 

Series 2 - Evaluation

Series 3 - Evaluation: 

Series 3 - Evaluation

Series 3 - Evaluation: 

Series 3 - Evaluation

Series 3 - Evaluation: 

Series 3 - Evaluation

Series 3 - Evaluation: 

Series 3 - Evaluation

Series 5 - Evaluation: 

Series 5 - Evaluation

Series 5 - Evaluation: 

Series 5 - Evaluation

Series 5 - Evaluation: 

Series 5 - Evaluation

Series 5 - Evaluation: 

Series 5 - Evaluation Use of the booklets:

Series 5 - Evaluation: 

Series 5 - Evaluation

Series 5 – Report: 

Series 5 – Report