SC IHDC is built on an edutainment model which is informed by a philosophy and vision which is described in detail on the SC IHDC website, here [1]. In essence, this model involves integrating social issues into what organisers envision as popular and high-quality entertainment formats. The idea is that drama - stories - can be a tool for teaching people by providing positive models for behaviour and giving a human face to issues such as HIV/AIDS. SC IHDC has found that a mix of media (multi-media) works well, since different media reach different audiences and have different strengths. (For instance, radio tends to be more accessible to rural people).

SC IHDC programmes are based on a research process that involves consulting both audiences and experts, carrying out formative research to ensure that the lived experiences and voices of the communities are captured in the materials, and then thoroughly testing these materials with audiences. That is, participation is central; materials are developed in partnership with organisations active in the issues dealt with to foster shared ownership and involvement (so that the materials will actually be used). To learn about the specific SC IHDC programmes and materials, click here [2].

In short, activities include the Soul City project, geared toward the general public of all ages, and the Soul Buddyz project, designed for 8- to 12-year-olds and their teachers and caregivers. These vehicles consist of prime-time television and radio dramas as well as print material that are operationalised in synergy with one another. The series are used as vehicles to shift social norms and impact on knowledge, attitudes, and practices. The booklets deal with the series topics in greater detail and can be kept by readers for future reference. Specifically, SC IHDC has created:

• A prime-time television series called "Soul City" - one-hour episodes (Series 1-3 were half hours) - broadcast on South Africa's television station (SABC 1)
• A daily radio drama - 15-minute episodes - broadcast on all 9 SABC regional radio stations (in 9 of South Africa's official languages). It is also broadcast on many community radio stations.
• Booklets - 3 full-colour booklets per series - inserted into the newspapers at the end of the serialisation. They are also distributed through clinics and other government distribution channels, non-governmental and community-based organisations, and business and educational facilities. At least 3 million booklets are distributed per series.
• An advertising/publicity campaign designed to keep people talking and thinking about Soul City
• An advocacy campaign around one of the major topics in the series that address the broader structural issues that present barriers to change.

Issues dealt with in each series of Soul City have included:

• Series 1 - 1994 - mother & child health, HIV/AIDS
• Series 2 - 1996 - HIV/AIDS, housing & land, tuberculosis (TB) & smoking (Click here [3] for Impact Data)
• Series 3 - 1997 - HIV/AIDS, household energy, violence, alcohol misuse
• Series 4 - 1999 - HIV/AIDS, personal finance, hypertension, violence against women
• Series 5 - 2001 - HIV/AIDS, Small Business Development, rape, disability (Click here [4] for Impact Data)
• Series 6 - 2003 - HIV/AIDS, depression, asthma, adult education & literacy
• Series 7 - 2005 - Volunteerism/service, equity in the South African health system, HIV/AIDS and treatment, masculinity/manhood, and cancer of the cervix
• Series 7B - 2006 - HIV/AIDS, crime and responsibility, organ donation, adoption

The Soul Buddyz vehicle includes television, radio, a lifeskills booklet, a parenting booklet, and Soul Buddyz clubs. These media are used to address issues such as children's rights and responsibilities, valuing and respecting other children, advocating respect and sensitivity for culture, creating a sense of history, role modelling good behaviour towards older people, encouraging exploration and interaction with the environment, encouraging a positive view of science and technology, and viewing children as proactive, valuable and productive members of the community. Click here [5] to learn more about this series.

Through its multi-media and advocacy strategies, these series aim to create an enabling environment, empowering audiences to make healthy choices, both as individuals and as communities.

SC IHDC also produces educational materials for use in interpersonal, face-to-face group settings. Based on the edutainment stories described above, these materials explore issues raised in the series in greater depth. Because they are linked to the vehicle and use the brand as well as the well known, popular characters these materials have been found to be more powerful and credible than unlinked materials. SC IHDC has produced adult educational material linking literacy and health outcomes as well as lifeskills material for youth. Training is available for many of the Soul City IHDC's packs of education material.

Some of SC IHDC's additional past and present activities have included:

• networks of journalists
• partnerships with the private sector involving mutual-benefit use of the organisation's communication capacities - from advertising to employee training
• Health Worker of the Year Award
• Script Writer Training Programme
• National Life Skills programme in schools - health curricula based on the TV series
• 'Search for a Star' competition

Carrying out (independent) evaluations and communicating the results are a core part of the SC IHDC strategy. Lessons learned are fed back into the development of future projects. Click here [6] to learn more.

Health, Tobacco, HIV/AIDS, Land Distribution Issues, Tuberculosis, Violence against Women, Economic Development, Education, Children, Rights.

Project organisers say: "Through drama and entertainment Soul City reaches more than 16 million South Africans." It has also been broadcast in many parts of Africa as well as Latin America, the Caribbean and South East Asia. According to organisers, Soul City has consistently achieved top audience ratings and has won numerous prestigious awards for excellence in television drama.