Hopeville’s 6-week broadcast ran from March 3 to April 7 2009. Filmed in the Mpumalanga town of Waterval Boven, Hopeville centres on Amos Manyoni, a reformed alcoholic on a mission to forge a relationship with his estranged son, Themba. When father and son arrive in the dusty town of Hopeville, they discover a community of apathy, fear, and suspicion. When Amos decides to restore the public swimming pool so that young people in the town can enjoy some recreational activity, and his son can pursue a swimming career, he is met with scepticism and resistance from the town's authorities and its inhabitants. Through patience, determination, and above all courage, Amos' selfless act ripples through Hopeville, inspiring others to take action and to do what they know is right.

Hopeville is designed to inspire people to take actions based on good values. It features local celebrities, as well as drama, action, and intrigue, designed to attract viewers while also communicating positive values messages. It is designed to challenge people, irrespective of gender, age, religion, or economic status, to live out positive values in a way that will build people, families, communities, and the nation. Alongside the television drama, Heartlines is using radio and interpersonal platforms to reach South Africans nationally with ideas for action and stories of people who are already taking action. This includes broadcasting public service announcements and encouraging media and group discussions.

Heartlines used the Hopeville broadcast period to promote values-based action that will support the development of youth in South Africa, specifically encouraging:

• rescuing and renewing recreational facilities both formal and informal (soccer/rugby/cricket pitches, netball/tennis courts, recreation centres, swimming pools etc.);
• promoting the mentorship of youth; and
• promoting literacy and libraries;

Heartlines believes that all these activities ensure that young people are less likely to become involved in drugs, alcohol, and crime and are more likely to become people that can help build the country. In addition, the activities will promote family and community. According to the organisation, in order to help South Africans know what to do, Heartlines also communicates directly with faith-based organisations, schools, municipalities, businesses, youth, and the forgood network to share ideas of how to go about planning projects and giving ideas of activities that people can undertake.

The campaign website provides Ideas for Action to encourage individuals to act and a Values in Action discussion guide, to encourage group discussions.

Youth