This document discusses using mass media like television and radio dramas to educate the public and promote social change. It describes the Soul City model which creates edutainment programs in South Africa and other countries. The dramas cover social issues and are designed based on audience research. They aim to reach large audiences to raise awareness and influence attitudes. Additional outreach includes booklets, trainings, helplines, advocacy, and youth programs to further engage communities on the issues. Evaluation finds the Soul City programs reach over 30 million people across 10 countries.

1. Co – Creating Democracy: Citizen Passion in the 21st CenturyGarth Japhet

2. Mass Communication is the most powerful social change tool in the world

3. Story Its Popular and is what people watch at prime time.

4. People have learnt through drama for centuries – We are hot wired for story

5. Can deal with the complexity of social issues.As good as if not better than the best of what is locally availableTHE SOUL CITY EDUTAINMENT MODELLead Intervention and Brand builderTV and radio Drama

6. THE SOUL CITY VEHICLEMass media – Annual Seasons – Multiple issues over time. 13 part prime time TV drama – one of the 3 most watched programmes in SA, longest running, in another 12 countries.

7. 60 part radio drama in 9 languagesIntervention DesignAudience Research Process, (Qualitative)Expert Consultation(partnerships)Literature ReviewBarriers to changeMessage Brief Pre testWrite 2 yearsIntervention

8. Clip

11. Leveraging the Popularity of the drama for targeted impactThe Shrek Approach

12. THE SOUL CITY:IHDC VEHICLEBooklets– over 40 million distributed

15. IndividualTraining1,5 million people trained in last 2 yearsHelpline

16. AdvocacyLobbying

17. Media advocacyYouth and Schools Aimed at 8-12 year olds

18. TV drama Series

19. Radio drama in 9 languages

20. Schools resources

21. Parenting resourcesCommunity Mobilization Buddyz Clubs 5000 clubs nationally over 100 000 children, mainly rural, mainly vulnerable.

22. EVALUATION

23. Soul City reaches 30 million people across 10 countries. Empowering people and enabling them to co-create their own futuresNational Survey

24. Identifying with Soul City

25. Enhance the quality and quantity of social collaboration

26. Key FeaturesConnects people to each other based on social interest and location. Offers incentives for social action through rewards that matter.

31. Key FeaturesAllows people to form groups and network with each other.

33. Key FeaturesProvides information, location data and ideas for action on 16 different social issues. The “knowledge bank”(Arts and culture, sports and recreation, environment, health, HIV/AIDS, relationships, personal finance, small business, faith, parenting, youth, pets and wildlife and building communities)