Behaviour change in hypertension and personal finance, and maintenance of positive behaviour in HIV/AIDS and domestic violence associated with exposure to SC 4. E.g.:

1. Hypertension: there was significant improvement in safer hypertension behaviour between the baseline and final panel surveys in the urban sentinel site (p< 0.05). Nationally, the likelihood of positive hypertension behaviour* is 3.3 times (p< 0.01) higher amongst respondents with high levels of exposure to SC print material than amongst those with no exposure to SC Print. (*Having one's blood pressure checked; and/or adopting a healthier lifestyle by changing one's diet, exercising more, consuming less alcohol and/or smoking less; and/or suggesting that someone else should have their blood pressure checked.) The difference between respondents with no exposure to SC who had their blood pressure checked while SC was on air (70% of valid responses) and those with exposure to 1, 2 or 3 sources of SC who had their blood pressure checked while SC was on air, is 3, 12 and 19 percentage-points respectively; I.e. 73% of respondents (valid responses) exposed to 1 source of SC 4 had their blood pressure checked while SC was on air, whereas 82% with exposure to 2 sources of SC and 89% with exposure to 3 sources of SC did (p< 0.05).
2. Small Business Development and Personal Finance: high exposure to SC 4 TV was associated with significant improvement in personal finance behaviour in the sentinel sites (p< 0.05). Nationally, the likelihood of positive personal finance behaviour is 1.6 times higher (p< 0.05) amongst respondents with high exposure to SC multi-media than amongst respondents with no exposure to SC. The difference between respondents with no exposure to SC who tried to save money over the broadcast period and those with exposure to 3 sources of SC who tried to save money over the broadcast period is 22 percentage-points (52% vs 74%).
3. Violence Against Women: there is an association between exposure to Soul City and positive behaviour* over the evaluation period for violence against women amongst respondents with primary education (p< 0.05). (*This includes helping the abused person, involving family, friends or the community, reporting the incident (to the police), confronting the abuser, or [not] doing nothing.) 9% of respondents with no exposure to SC reported that they did something to stop domestic violence over the broadcast period, whereas 12%, 14% and 16% or respondents with exposure to 1, 2 and 3 sources of SC respectively reported that they did something to stop domestic violence over the broadcast period (p< 0.05). 8% of respondents in the post-intervention survey reported experience of sexual harassment. 1% of respondents with no exposure to SC TV said that they had reported the incident, whereas 5% of those with high exposure to SC TV said that they had reported the incident (p< 0.05).
4. HIV/AIDS: the likelihood of positive HIV/AIDS behaviour* is 3.9 times higher (p< 0.01) amongst respondents with high exposure to SC TV than amongst respondents with no exposure to SC TV. (*This includes using a condom, asking one's partner to use a condom, asking one's partner to go for an HIV test, going for an HIV test oneself, and helping someone who is HIV positive.) Respondents exposed to more than one source of SC were significantly more likely to say they had asked a partner to use a condom to prevent getting HIV/AIDS during the broadcast period, with a difference of 28 percentage-points (57% vs 85%) between those with no exposure to SC and those with exposure to 2 sources of SC (p< 0.05). Exposure to SC 4 radio was associated with HIV testing: 34% of respondents (valid responses) with no exposure to SC radio had asked their partner to go for an HIV test over the broadcast period compared to 77% of respondents (valid responses) with medium exposure to SC radio; 33% (valid responses) of respondents with no exposure to SC radio had gone for an HIV test themselves, compared to 72% (valid responses) of respondents with medium exposure to SC radio (p< 0.05). Reports of “always” using condoms increased with increased exposure to SC: 6% of respondents with no exposure to SC reported “always” using condoms, whereas 16%, 30% and 38% of respondents with exposure to 1, 2 and 3 sources of SC respectively reported that the “always” used condoms (p< 0.05). Respondents aged 16 to 24 with high exposure to Soul City TV were more likely to report that they always use a condom than respondents with no exposure to SC TV (38% vs 26%, p< 0.05), a difference of 12 percentage-points.