Co – Creating Democracy: Citizen Passion in the 21st Century<br />Garth Japhet<br />
Mass Communication is the most powerful social change tool in the world<br />
Story<br /><ul><li> Its Popular and is what people watch at prime time.
People have learnt through drama for centuries – We are hot wired for story
Can deal with the complexity of social issues.</li></li></ul><li>As good as if not better than the best of what is locally available<br />THE SOUL CITY EDUTAINMENT MODEL<br />Lead Intervention and Brand builder<br />TV and radio Drama<br />
THE SOUL CITY VEHICLE<br />Mass media – Annual Seasons – Multiple issues over time.<br /><ul><li> 13 part prime time TV drama – one of the 3 most watched programmes in SA, longest running, in another 12 countries.
60 part radio drama in 9 languages</li></li></ul><li>Intervention Design<br />Audience Research Process, (Qualitative)<br />Expert Consultation<br />(partnerships)<br />Literature Review<br />Barriers to change<br />Message Brief <br />Pre test<br />Write <br />2 years<br />Intervention<br />
Key Features<br />Provides information, location data and ideas for action on 16 different social issues. <br />The “knowledge bank”<br />(Arts and culture, sports and recreation, environment, health, HIV/AIDS, relationships, personal finance, small business, faith, parenting, youth, pets and wildlife and building communities)<br />