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Soul City TV Drama Series (South Africa)

South Africa (also SADC region), Southern Africa

Soul City is a pioneering South African edutainment television drama series running since 1994, set in a fictional township. It addresses health and social issues including HIV/AIDS (60% of content), domestic violence, maternal health, and substance abuse through engaging storylines. The multimedia approach includes TV broadcasts in multiple languages, radio dramas in 9 official languages, and millions of print booklets distributed through clinics. Studies show increased HIV testing, condom use, and ARV treatment acceptance among exposed audiences.

Behavior Goal

Improve HIV prevention behaviors, increase healthcare-seeking, reduce domestic violence, promote maternal and child health through entertainment-education

Implementers & Partners

  • Soul City Institute for Health and Development Communication
  • SABC

Donors & Sponsors

  • South African Government
  • USAID
  • European Union
  • Various International Donors

Key Takeaways

  • 1Edutainment approach combines education with popular television drama format
  • 2Rigorous formative research ensures messages are effective and culturally appropriate
  • 3Multi-media strategy (TV, radio, print) reinforces key health messages
  • 4Positive, negative, and transitional role models demonstrate paths to healthy behavior
  • 5Expanded to 8 SADC countries with localized adaptations

Sources

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