Soul City Institute for Health and Development Communication

2005

This 44-page summary document offers highlights of a full evaluation of Soul Buddyz series 2, a communication-centred edutainment initiative launched by Soul City. This report aims to determine the reach and impact of the series, which used entertaining media to educate children in the 8-12 year age group on issues such as AIDS (care and support of vulnerable children), substance use, xenophobia, learning disabilities, and the environment. The series consisted of a 26-episode, half-hour television drama, broadcast at children’s prime time on SABC1 between October 2002 and April 2003. The accompanying Soul Buddyz radio magazine programme was broadcast in 9 languages weekly from July to December 2003.

For each radio station there was a launch ceremony at which - in partnership with the Alliance for Children's Entitlement to Social Security, or ACESS (a child rights network) and the departments of home affairs and social development - community members could apply for children’s grants and ID books. The Soul Buddyz grade 7 book was distributed to primary schools nationally, and the parenting booklet was distributed with the grade 7 books as well as through insertion into national weekly newspapers.

The series was evaluated positively, with more than 80% of respondents reporting that they “loved or liked” it. A total of 81% of respondents agreed (42.9%) or strongly agreed (38%) that Soul Buddyz gave them a new understanding of the issues that children face, whereas only 3.2% disagreed with that statement. A total of 75% agreed (38.1%) or strongly agreed (36.6%) that Soul Buddyz makes it easier for them to discuss difficult issues with their children.

Eleven percent of respondents said they did not want their children to watch Soul Buddyz as they disapproved of Soul Buddyz, while 76% disagreed with this statement. The main things that they did not like were the fact that a child was raped or abused in Soul Buddyz 1 (2.2%); that it is shown too late (2.2%) and that it shows teenagers in relationships (1.7%). Adults appreciated the educational aspect of Soul Buddyz 2, with almost half of the sample mentioning that they liked Soul Buddyz because it educates children, it teaches children to relate to each other, and it prepares them to make informed decisions. Soul Buddyz 2 was effective in changing knowledge and attitudes about a number of issues relating to the environment, xenophobia, and substance use. In some cases there were inconsistent results, but the general overall pattern was positive, particularly in the field of HIV/AIDS.

Soul City website on July 18 2005.