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Soul City Edutainment - Gender-Based Violence Prevention (South Africa)

South Africa, Africa

Soul City is South Africa's pioneering edutainment initiative using prime-time TV and radio dramas to address gender-based violence since the 1990s. The fourth series focused on domestic violence, reaching 86% of audiences via TV, 65% via radio, and 25% via print. Evaluation found: 41% became aware of GBV helpline; 10% increase in disagreement that domestic violence is private; 22% shift in social norm perceptions. The program strongly associated with successful implementation of South Africa's Domestic Violence Act. Soul City is reviving as "Shayi'ndlela" (Turn the Tide) in 2026, funded by UK FCDO, specifically addressing intimate partner violence. The approach has reached 80%+ of South Africa's population including marginalized rural communities, adapting content across all official languages.

Behavior Goal

Shift social norms around domestic violence acceptability; increase awareness of legal protections and helplines; challenge cultural norms like "bekezela" (endure abuse); support Domestic Violence Act implementation

Implementers & Partners

  • Soul City Institute for Health and Development Communication
  • National Network on Violence Against Women

Donors & Sponsors

  • UK FCDO
  • Multiple donors

Key Takeaways

  • 1Edutainment reaches 80%+ population including marginalized rural areas
  • 2Cultural norms directly challenged through character dialogue and storylines
  • 3Strong association with Domestic Violence Act implementation shows policy impact
  • 4Multi-language adaptation ensures inclusion across diverse populations
  • 5Revived format (Shayi'ndlela) shows enduring relevance of edutainment approach

Sources

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