Experiences, Print, Entertainment

Soul City

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El Instituto para la Salud y la Comunicación para el Desarrollo Soul City, con base en Johannesburgo (Sudáfrica), implementa una estrategia multimedia de comunicación que usa la televisión y la radio para influenciar las normas sociales, las actitudes y comportamientos de las personas.

Es reconocido internacionalmente como líder en la promoción de la salud pública y fue fundado por Garth Japhet, médico y periodista ocasional, con el propósito de poner los medios de información al servicio de la prevención del VIH/SIDA y promover estilos de vida más saludables.

Communication Strategies: 

El proyecto persigue un enfoque dinámico e integrado de los medios de comunicación:

Series para televisión:
 Sus dos series, Soul City y Soul Buddyz, tienen como público meta adolescentes entre los 8 y los 18 años y personas adultas. La primera serie de televisión, Soul City, que muestra cómo la violencia doméstica afecta a las mujeres en Sudáfrica, se convirtió en un éxito instantáneo y desde entonces la organización continúa evolucionando.
En 1999, se lanzó la serie Soul Buddyz, dirigida a niñas y niños de 8 a 12 años, en la que se discuten los problemas propios de esa generación, así como sus preocupaciones en la escuela, el hogar y sus comunidades.
Soul City diseña y ejecuta procesos de investigación científica para retroalimentar la elaboración de sus guiones de forma que garanticen su efectividad educativa. Al iniciar cada serie, Soul City selecciona tres o cuatro temas relacionados con la salud y el desarrollo e inicia una serie de consultas con expertos/as, grupos de la sociedad civil, médicos/as y académicos/as para garantizar la objetividad y calidad de la información proporcionada.
Los equipos de investigación de Soul City también desarrollan largos procesos de consulta con las audiencias para tratar de entender qué saben acerca del tema, cómo se sienten y que obstáculos les impiden practicar el comportamiento deseado.
Los guiones de cada capítulo son escritos sobre la base de la información e insumos obtenidos en esas consultas, y son finalmente puestos a prueba para verificar su valor educativo y de entretenimiento antes de iniciar los procesos de producción, transmisión y distribución de los materiales multimedia.

 Folletos y periódicos:
Soul City utiliza materiales impresos para apoyar los mensajes más amplios que se difunden a través de los medios electrónicos,y para complementar los conocimientos con información más detallada. Los folletos se publican como suplementos en diez diarios nacionales. Las clínicas y proyectos comunitarios reciben a su vez copias delas publicaciones.

Relaciones públicas y publicidad:
 La estrategia de difusión tiene una función doble: divulgar las series de TV y radio, y llamar la atención sobre ciertos tópicos de salud. Mediante concursos por radio, TV y prensa,se estimulan también comportamientos comunitarios y a favorde la salud.

 Módulos de educación para la salud:
Para mejorar el conocimiento y la toma de conciencia generados porla serie de TV, Soul City utiliza en el contexto educativo formal einformal, otros materiales tradicionales para jóvenes y adultos: tirascómicas, audiocasetes y libros con ejercicios prácticos.

 Series para la radio:
Cada serie de televisión está acompañada por un programa de radio que se transmite en 9 de los 11 lenguajes oficiales en Sudáfrica y materiales impresos como folletos y guías para la capacitación.

El Club Soul Buddyz:
Surgió a partir del éxito y la popularidad que tuvo Soul Buddyz, proyecto multimedia dirigido a estudiantes de séptimo grado que incluye además de la serie de televisión, una serie de ficción radial y distintos materiales educativos e interactivos. Club Soul Buddyz es una especie de movimiento infantil que apoya a estudiantes entre 8 y 12 años de edad, a establecer clubes en sus propias escuelas.
Existen más de 5 mil clubes en todo el país con 100 mil niñas y niños miembros. Esta red de clubes infantiles ha sido bien acogida y apoyada por el Departamento de Educación a nivel nacional y local. A través de un proceso estructurado todos los clubes Soul Buddyz reciben una variedad de materiales informativos sobre distintos temas y problemáticas sociales o de salud. Los materiales también contienen actividades que permiten a las niñas y niños del club desarrollar habilidades para comprender mejor e interiorizar los temas abordados y las lecciones aprendidas durante el proceso.

Development Issues: 

Salud, eduentretenimiento, género, derechos, juventud, abogacía.

Key Points: 

Soul City colabora con organizaciones civiles de ocho países de la región Sudafricana (Botswana, Lesotho, Malawi, Mozambique, Swazilandia, Namibia, Zambia y Zimbabwe) para fortalecer las capacidades de las mismas en el diseño e implementación de programas de comunicación para la salud.

En estas colaboraciones el socio local escoge los materiales de Soul City (televisión, radio y/o materiales impresos) que desea adoptar y adaptar a sus contextos locales. Por ejemplo, en Namibia la nueva serie producida se llama Desert Soul, en Malawi es Pakachere y en Zimbabwe es Action Pals.

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Soul City Southern African Regional Programme for Border Populations

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The Soul City Institute for Health and Development Communication and their partners in Namibia, Malawi, Zambia, and Zimbabwe are working to intensify cross border social and behaviour change communication (SBCC) interventions with a particular focus on high risk groups such as sexworkers, truckers, and migrant populations. The project involves the distribution of print materials for sexworkers, audio materials for truck drivers, film screenings at mobile clinics, as well as social mobilisation activities for border and neighbouring communities.

Communication Strategies: 

As part of their communication strategy, the project partners in Namibia, Malawi, Zambia and Zimbabwe are engaging in the following activities at selected border posts:

Development of Sexual and Reproductive Health and Rights (SRHR) pamphlets for sex workers at borders
Audience research and pre-testing of pamphlets took place through focus group discussions and in-depth interviews with sex workers at border areas. Partner organisations also conducted stakeholder consultations in order to identify the relevant topics, information gaps, and information needs of sexworkers. Interviews were also conducted at regional level with the Sex Worker Education and Advocacy Taskforce (SWEAT) and also the Southern Africa Litigation Centre (SALC). Country partners also conducted interviews with national sex worker advocacy organisations and relevant government ministries. This helped in giving a better understanding of issues that affect sex work at both national and regional level. Particularly important was information on how to engage sex workers through their peers, type of language to use, and type of materials that appeal to sex workers. According to the implementing partners, engaging these organisations and governments built synergies that facilitated opportunities for further collaboration. The booklets will be ready for distribution in early 2014.

Production of audio materials for truck drivers
CD box sets with the OneLove radio drama stories - part of the Onelove regional campaign addressing risky sexual behaviour - have been produced in order to be distributed to truck drivers. The audio materials will also be made available on USBs to accommodate vehicles that have USB drives. Audience reception research with truck drivers is planned in the course of the project, which will help determine the impact, perceptions, and usage of the materials.

Set up of TVs and DVDs at wellness centres in borders areas
Television sets and DVD players have been set up in wellness centres at border areas in Namibia, Malawi, Zambia, and Zimbabwe (Beitbridge, Chirundu, Mwanza, Mchinji, Kasumbalesa, Caprivi Region, Walvis Bay). The location and set up is strategically targeted at community members, sex workers, and truck drivers. These will be used to play Untold Stories and Love Stories, two series of short films which were reproduced by Soul City and its country partners. These films are used for viewing sessions for mobile populations and community members at wellness centres at border areas. The country partners will also further distribute some of the copies to strategic partners such as government ministries and development partners for extended reach, visibility of the programme, and also to enhance future partnerships.

The DVDs are being screened during the day when community members are waiting to be helped at wellness centres and also after they have been helped. A community volunteer is often available to assist and also to record the number of participants during the viewing. During and after the viewing, community members engage in dialogue to discuss key issues that arise from the DVDs. Some of the key emerging issues that have been discussed include condom use, multiple concurrent partnerships, and the link to HIV prevention. In addition, viewing sessions are organised at each wellness centre targeting community members including sex workers and truck drivers.

Social mobilisation activities around border communities
Since April/May 2013, the Soul City partners have been using a community conversation toolkit developed by C-Change for ongoing community dialogues, meetings, and events for social mobilisation at border areas and nearby communities. So far a total of 291 community activities (dialogues, events and trainings) have been conducted at border areas in the 4 countries. These activities have been facilitated by community volunteers and peer educators who have been identified and trained by the country partners. Some of the key topics of discussions during the community dialogues include: correct and consistent use of condoms, seeking early treatment for sexually transmitted infections, impact of alcohol on sexual behaviour, and legal policies and rights that protect sex workers from abuse.

Development Issues: 

HIV, Sexual and Reproductive Health and Rights, Mobile Populations

Key Points: 

The Soul City Institute for Health and Development Communication is partnering with organisations in seven Southern African countries to address SRHR issues affecting youth and mobile populations. The regional partnership focuses on the effective development and dissemination of social behaviour change communication at country level to create awareness of SRHR and its link to HIV. Activities also include work targeting youth such as TV and radio talks shows. The initiative also includes a knowledge management component, run by Soul Beat Africa, to collate and promote knowledge around SRHR in southern Africa (for more information see the Related Summary below).

Partner Text: 

Desert Soul Health and Development Communication; Pakachere Health and Development Communication; Action Institute for Environment Health and Development Communication (Action IEHDC), Zambia Centre for Communication Programmes (ZCCP), Soul City Institute for Health and Development Communication, Sweden and Norwegian Agency for Development Cooperation (Norad)

Source: 

Email received from Tafadzwa Madondo, Soul City Institute for Health and Development Communication, on November 14 2013. 

  

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Estrategia de Eduentretenimiento "Revela2, desde todas las posiciones"

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Proyecto implementado en Colombia entre 2012 y 2013 por la Fundación Imaginario,&

Communication Strategies: 

 

Validación

Entre sus componentes el proyecto incluye la validación de manera permanente: revisión con los aliados, investigación en campo con los públicos interlocutores, recolección de información de medios sociales y análisis de resultados.

  • Validación primera fase: paquete educativo TV y guíaspara ajustar a la segunda fase.
  • Validación segunda fase: documento de mensajes, arcos, personajes y guiones de TV, capítulos de la serie y guías.

A través de talleres, grupos focales y medios sociales se analizaron las percepciones de profesores y estudiantes sobre capítulos de la serie de televisión y guías pedagógicas; y la identificación de adolescentes en Colombia con los personajes de la serie de televisión, como insumos para la segunda temporada. Además se llevó a cabo un proceso permanente de validación de los contenidos producidos en la fase 2.

 

Programa de televisión Revela2, desde todas las posiciones

 

Un programa que habla claro sobre sexualidad. Veinte capítulos que ponen a adolescentes y jóvenes a pensar y hablar sobre temas muy reales en sus vidas: embarazo adolescente, VIH, violencia sexual e interrupción voluntaria del embarazo, en los casos despenalizados.

 

Revela2 es presentado por María José Garcés y Ludwwin Espitia - Matu y Píllelo - el nuevo estilo de jóvenes comunicadores, que se ha adueñado de la red. Con miles de seguidores y maneras muy propias de ser, estos youtubers son "bloggeros" en video, que producen sus propios contenidos en sus propios canales web. Y ahora, están con Revela2, para hablar de sexualidad de una forma diferente y divertida.

 

El programa está dividido en tres segmentos:

La serie (ficción). Camila y Fabián han venido a estudiar a la ciudad y han descubierto el amor. Han decidido, de mutuo acuerdo, compartir algunas noches y tener relaciones sexuales. Su relación tendrá que pasar varias pruebas luego de un diagnóstico de VIH.

 

Frank conoce a Liliana una noche de fiesta y la conquista casi de inmediato con la promesa de convertirla en estrella. Con el pretexto de lanzarla a una carrera brillante, toma fotos y videos y la lleva a relaciones cada vez más riesgosas.

 

Cathy y Nata están pensando si tener o no, la primera relación sexual con sus novios. La una está muy decidida, pero la otra no. Y ambas tienen preguntas, dudas y mucho tema de qué hablar... Juan y Ricardo son pareja y se llevan bien, aunque Ricardo preferiría tener a Juan para él solo. Pero aun así, Juan se preocupa por todos.

 

Sus historias se desarrollan alrededor del Hospital José Celestino Mutis, donde Camila hace sus prácticas de psicología y Aracelly es enfermera. Su director, el Dr. Rubén Jaramillo, ha contratado a la Dra. Verónica Mallarino para establecer una unidad amigable para adolescentes y jóvenes. Allí se presentarán casos de interrupción legal de embarazo, mujeres transgénero, adolescentes buscando métodos anticonceptivos, pruebas rápidas de VIH y más.

 

Notas documentales (no ficción): #sexafíos o retos que llevarán a los y las jóvenes a buscar respuestas sobre sexualidad; #sextorias o perfiles de personas especiales; #parcha2 o parches de amigos y amigas que hablan con toda sinceridad; #tumbamitos o esas creencias erróneas que increíblemente muchos se creen; y #hágameldibujito o dibujitos para explicar lo más difícil de explicar, también hacen parte del programa.

 

Revela2 Hangouts: Cada programa cierra con los Hangout, música y conversaciones en estudio con artistas famosos como Esteman, Pipe Calderón, Buxxi y 3raQuadra, para continuar el diálogo en la red.


Como parte de la Estrategia Nacional de Emisión de Revela2,  desde octubre de 2013 se estrenó cada capítulo todos los martes en la web y se articuló la emisión semanal con los canales Teleantioquia, Teleislas, Telecafé, Canal Tr3ce, Canal Zoom, Telepacífico, Telemedellín, Canal TRO, Señal Institucional, Telepetróleo y Telesangil;  los canales aliados a la Red ECOSURA (Cable Venecia, Armenia TV, Global TV, Canal Nubes del Rodeo Montebello, Amagá TV y Telemango Santa Bárbara); y la red COMUtv y sus 114 canales asociados en todo el país.

Revela2 fue nominado a los Premios India Catalina 2014 en la categoría "Mejor Producción de Televisión Pública"; y nominado en la categoría Premio Unicef al Japan Prize 2014, el galardón más importante del mundo para producciones de televisión educativa.

Paquete educativo Revela2 desde todas las posiciones

Durante la segunda fase se elaboró un paquete educativo que incluye dos guías, versión impresa y CD sobre Interrupción Voluntaria del Embarazo (IVE) y VIH, los 20 capítulos de la serie Revela2 y una guía de uso en formato digital.

Las guías de apoyo que acompañan los programas de televisión están dirigidas a jóvenes entre 15 y 19 años (aunque pueden ser usadas por padres, madres, docentes, servicios de salud, medios locales de comunicación y diferentes actores de la movilización social:

 

Al igual que los demás productos del proyecto, fueron revisadas por los socios gestores y sometidas a un proceso de validación en campo.

 

La guía Interrupción Voluntaria del Embarazo. Preguntas y respuestas, pretende abrir espacios para que los jóvenes puedan dialogar, debatir y reflexionar alrededor de la Interrupción Voluntria del Embarazo (IVE) y los tres casos que la Corte Constitucional ha despenalizado en Colombia.

 

La guía Cuidar de mí es cuidar de ti. Virus de Inmunodeficiencia Humana VIH, proporciona información y anima el diálogo sobre la infección por VIH, con el propósito de que las personas jóvenes reconozcan que tienen la capacidad de mantener su bienestar y consideren la prueba del VIH como una de las prácticas de cuidado de sí mismas y de otras personas y de la sociedad que permite el logro de este propósito en la vida. 

 

Página web y medios sociales

 

El componente de promoción y movilización de Revela2 es uno de los puntos clave de la estrategia a través de la página web y los medios sociales. 

 

La página web del proyecto, alojada al interior de La Iniciativa de Comunicación (CILA) contiene los 20 capítulos de la serie, videoclips, entrevistas, fotos, preguntas, respuestas, detrás de cámaras y los Revela2 Hangouts.

 

Y como cada vez resulta más relevante dentro de las estrategias comunicacionales, y particularmente aquellas dirigidas a audiencias jóvenes el uso de los medios sociales, al sitio están conectadas las páginas de Revela2 en Facebook Revela2, Twitter: @Revela2twit y el canal en YouTube Revela2Canal.

 

Como parte de estas actividades de comunicación y movilización, en 2014 se implementó la Estrategia de Medios Sociales en DHSR, como apoyo a las acciones de promoción de los Derechos Humanos Sexuales y Reproductivos (DHSR) de Adolescentes y Jóvenes de la Generación Más, una iniciativa del Ministerio de Salud y Protección Social de Colombia en sus componentes: Iniciativas Juveniles, Revela2 y Por mí, yo decido.

Development Issues: 

Eduentretenimiento, jóvenes, derechos, VIH, género, salud sexual y reproductiva.

Key Points: 

El proyecto contó con la asesoría de dos prestigiosas universidades: la Universidad del Norte (Barranquilla) en el tema de validación con los públicos interlocutores y la Universidad de los Andes, en el tema de investigación, capacitación y contenidos. Varias organizaciones internacionales asesoraron la producción como la Fundación Puntos de Encuentro de Nicaragua, el Centrum Media & Gezondheid de Holanda, el Observatorio de los Contenidos Audiovisuales de la Universidad de Salamanca, España y The Communication Initiative.

 

La Estrategia se basa en una rigurosa metodología de investigación y desarrollo conceptual, que fue garantizada por el Grupo de Investigación en Familia y Sexualidad de la Universidad de los Andes. En el marco del proyecto se llevaron a cabo dos talleres de fundamentación conceptual que permitieron la formación de los diferentes equipos en los temas y el enfoque de la Estrategia.

 

Un taller creativo dirigido por Martina Bouman, Directora del Centrum Media & Gezondheid (Centro de Medios y Salud) de Holanda, permitió ajustar la estructura del sitio web y definir los elementos crossmedia del proyecto. Además se realizaron dos talleres de guiones dirigidos por Yerina Rock y Amy Bank de la Fundación Puntos de Encuentro en los que se construyeron los personajes, arcos narrativos y argumentos de la serie. 

 

Contacto:

Adelaida Trujillo Caicedo

Directora Estrategia de Eduentretenimiento Fase 2

Directora Fundación Imaginario

Email: atrujillo@citurna.com.co

Tel: 571 - 2821919 / 3341677           

Source: 

Información entregada a La Iniciativa de Comunicación por la Fundación Imaginario en octubre de 2013.

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Soul City Regional Programme on Sexual and Reproductive Health and Rights

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The Soul City Institute for Health and Development Communication is partnering with organisations in seven Southern African countries to address sexual and reproductive health and rights (SRHR) issues affecting youth and mobile populations. The regional partnership focuses on the effective development and dissemination of social behaviour change communication at country level to create awareness of SRHR and its link to HIV.

Communication Strategies: 

The specific objectives are this project are to:

  • Intensify cross border Social and Behaviour Change Communication (SBCC) interventions with a particular focus on high risk groups and migrant populations.
  • Develop in-country SBCC interventions targeting young people in SRHR including HIV & AIDS prevention for use in countries and aligned with national policies.
  • Develop strong political leadership on HIV and SRHR in the region, as well as consolidate regional alliances and partnerships to intensify SBCC interventions.
  • Advocate among leaders at local, national, regional and global level for increased promotion of human rights and gender equality and effective SBCC.

To meet these objectives, Soul City and it's partners based in other Southern African countries have been engaged in the following activities:

Developing SRHR pamphlets for sex workers at borders in Namibia, Malawi, Zambia, and Zimbabwe
Stakeholder consultations were held and audience research conducted to identify the relevant topics, knowledge gaps, and information prior to the production of the pamphlets. Each country partner in the Soul City regional programme conducted stakeholder interviews with 2-3 organisations and also conducted consultations with sex workers at border areas. The results from this formative research were put into a message brief to be used to develop pamphlets that are country specific and speak to issues affecting sex workers at borders. In developing the pamphlets sharing ideas between country partners strengthened the products.

Production of audio materials for truck drivers
As a strategy to reach truck drivers at border areas and to create awareness on HIV prevention, Soul City is re-producing a total of 2000 CDs and 100 USBs to be distributed in Namibia, Malawi, Zambia, and Zimbabwe. The CDs and USBs will have OneLove radio drama stories in local languages with country specific content and they will be distributed amongst truck drivers in the border areas.

Set up of TVs and DVDs at wellness centres by borders areas
Soul City, through its partners, set up TVs and DVDs in wellness centres at border areas in Namibia, Malawi, Zambia, and Zimbabwe. These TVs and DVDs are being used to screen Soul City Untold and Love stories short films (see related links at the bottom of the page) for mobile populations and community members at border areas.

Production of two youth SRHR TV talk shows in Malawi and Swaziland
Soul City is supporting Pakachere (Malawi) and Lusweti (Swaziland) to produce TV talk shows for young people between the ages of 12-25 years. The goal of the TV shows is to create awareness, promote self-efficacy, shift attitudes and norms, and impact on behaviours of youths as primary target audience on sexual and reproductive health rights.

Development of youth SRHR booklet in 7 countries
Soul City has worked with the 7 country partners in the regional programme to develop SRHR booklets. Literature reviews conducted in the first year of the project revealed gaps and issues at national level around SRHR and young peoples, which guided the development of the booklets. Booklets are expected to be published in the second half of 2013.

Social mobilisation around border communities
Since April/May 2013, the Soul City partners have been conducting social mobilisation activities at border posts. These have included community dialogues, meetings and events in conjunction with local partners at border areas and nearby communities. Increasingly, the use of community conversation toolkits developed by C-Change and Soul City are being integrated into these activities.

E-platforms and knowledge management
The Soul Beat Africa platform has launched a SRHR website highlighting the specific focus areas of this SRHR initiative – youth, sex workers, and mobile/border populations, as well as information on SRHR programmes and studies from other areas of Africa. Soul City and regional partner initiatives, materials, and studies are published on this website and highlighted in various Soul Beat e-newsletters.

Formative research on female condoms and youth (UNFPA)
This formative research in Malawi was conducted with the support of Pakachere Institute for Health and Development Communication to understand youth knowledge, attitudes and perceptions of female condom use. The research used Focus Group Discussions (FGDs) and indepth interviews with young people between the ages of 15 and 24 years. It also included a literature review. Once completed the results will be used to develop a DVD that addresses female condom use amongst youth in Africa.

Social media training workshop for young people in Africa (UNFPA)
Soul City with the support of the United Nations Population Fund (UNFPA) held a 5-day social media workshop from 12 – 16 August 2013 in Johannesburg, South Africa. The purpose of the training workshop was to enhance capacity of 60-70 young people from Africa on the use of social media as an advocacy tool to address the inter linkages between SRH, gender equality, HIV prevention, and poverty reduction. At the end of the training, the participants developed work plans on how they are going to use different social media platforms to promote and create awareness of SRHR for young people at country level.

Mapping of youth SRH and HIV prevention programmes and organisations in Eastern and Southern Africa (UNFPA)
The focus of the mapping survey is to update and broaden the scope of the Survey Report produced by UNFPA in 2006. The survey focused on establishing information on the status of youth programming, including SRH and HIV prevention programmes, at country level in Eastern and Southern Africa. The survey is scheduled to be completed in September 2013.

Partnerships and advocacy

  • Through the programme Soul City has managed to engage in regional partnerships and has collaborated with Southern African Development Community (SADC), UN agencies, and other development partners such as the Southern Africa Litigation Centre, Regional African HIV/AIDS NGOs (RAANGO), and Regional AIDS Training Network (RATN) networks.
  • A year of implementing this project has reaffirmed the need to engage government as a strategy to ensure sustainability of interventions especially at border areas. In both Namibia and Zimbabwe, the projects are being implemented with support from District AIDS Coordinators and Governors at the border areas as a strategy to build synergies that can in turn facilitate opportunities for further resource mobilisation.
  • National level partnerships have been created with organisations such as Red Cross, Doctors Without Borders (MSF), North Star Alliance, and other community-based organisations to extend the reach, impact, and potential sustainability.
  • Soul City will be hosting a regional SBCC symposium in November 2013 with the theme "Enhancing regional leadership and strengthening alliances on HIV and SRHR to promote Social Behaviour Change Communication (SBCC) interventions in the region". The symposium will bring together key stakeholders at regional and national level including government, civil society organisations (gender and HIV), UN agencies, donor agencies, human rights organisations, and development partners to engage and share experiences on SBCC programmes, reflecting on evidence for their effectiveness.
  • As part of their advocacy work, Soul City and its partners have attended various key regional meetings and conferences to share experiences of their SBCC work in the region.
Development Issues: 

HIV/AIDS, Sexual and Reproductive Health and Rights

Partner Text: 

Soul City Institute for Health and Development Communication(South Africa), Pakachere Institute for Health and Development Communication (Malawi), Desert Soul Health and Development Communication (Namibia), N'weti Health Communication (Mozambique), Lusweti Institute for Health Development Communication (Swaziland), PHELA Health and Development Communications (Lesotho); Zambia Centre for Communication Programmes (Zambia), Action Institute for Environment Health and Development Communication (Zimbabwe), and United Nations Population Fund (UNFPA). Funded by Sweden and Norwegian Agency for Development Cooperation (Norad)  

Source: 

Soul City website on September 4 2013.

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Maziko Project

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Launched in 2009, Maziko is working to prevent HIV among out of school youths in Malawi, encouraging them to take responsibility for their health and well-being. Using a television and radio talk show, community mobilisation, and social media, the project is designed to address issues of concurrent multiple partnerships (CMP) and intergenerational sex, as well as highlight sexual and reproductive health (SRH) matters among young people.

Communication Strategies: 

The project uses the following complementary communication strategies:

Television magazine programme

The Maziko programme centres on a television talk show, which airs on Sundays at 7pm and features voices and perspectives of young people. The first Maziko television talk show was launched in 2011 with 42 episodes running until mid 2012. A second series was launched in March 2013.

Radio magazine programme

The 30-minute Maziko radio magazine programme is broadcast on five radio stations, MBC radio 1 & 2, Capital FM, Joy radio and Trans-world radio. It is an interactive programme where a talk show host discusses with youth various sexual and reproductive health issues that affect them. Youth are engaged in debates about their sexual health, where they explore issues that are rarely discussed among themselves and with parents because they are perceived as taboo.

Radio listening clubs

The listening clubs are linked to the Maziko Radio Magazine programme. The clubs meet on a weekly basis to listen to the radio and discuss as a group what that day's programme means to them. Each club has a trained facilitator who uses a facilitator guide to guide the discussion. Each club is provided with a wind up radio. After listening to the programmes and discussing, the groups are tasked to carry out community outreach activities to share and disseminate what they have learned in the programme with community members. Where possible, joint community outreach activities are planned with the clubs as a way of supporting and motivating the groups to implement these activities. There are currently 144 NAC radio listener clubs existing in 8 districts/provinces.

In terms of establishing the clubs, Pakachere first of all holds introductory/buy-in meetings with district assembly partners in the specific districts that they want to work in. In the meetings, they explain the project's objectives, the groups that they would like to work with, and how this will happen. The District assembly partners then guide them in terms of where there is a need to establish new clubs or where there are existing clubs or structures that they can work with.

After that, the next step is the actual club formation/mobilisation process where they go to the community with the district assembly desk officer. At the community, the first to be approached and consult are the chiefs. They then call for a meeting with the required group of people, and will include the chief and other relevant traditional leaders. The project and its objectives are then explained to the group and thereafter the clubs are established. Usually at these meetings the facilitators will be selected, who will be trained to facilitate group discussions once the club starts listening to the radio programmes. Pakachere usually trains two people per club in facilitation and reporting skills, and on the content covered in the radio programmes.

Facebook

The Maziko Face book page is a social media platform where youth interact with the talk show anchor, as well as each other, to advance and comment on the issues raised in the talk shows. Youth are able to exchange experiences based on the issue discussed and ask more questions on some of the issues. The page has also experienced involvement of parents who perceive the TV talk show as a means of communicating with their children on issues that they are usually unable to discuss with them.

Community viewing sessions

Outreach officers show low cost videos on various behaviours that put young people at risk of HIV infection. After each show, the audience is involved in a discussion where they comment on the behaviours, its consequences, and how it could be avoided. At the end, the audience is asked to think about an action they will take personally as a lesson from the discussion. The sessions generate a lot of questions which are answered by experts who accompany the outreach teams.

HIV testing and counselling (HTC) day and social dialogue sessions

Pakachere conducts various community events that include social dialogues, counselling sessions, and HIV testing. This is a whole day event jointly organised with youth club members, district partners, and sexual and reproductive health service providers. The sessions have information sharing components and a service provision part which includes HTC, condom distribution, and provision of family planning methods.

Development Issues: 

HIV/ AIDS, Youth

Key Points: 

In terms of setting up listening clubs, Pakachere has made the following observations:

  • It is challenging to maintain people's commitment throughout the year/project span as they have other obligations that are sometimes deemed more urgent. It therefore helps to visit them frequently and offer support.
  • When recruiting clubs, one should try and recruit those that are truly committed to the project's objectives. Because groups and people feign commitment and enthusiasm during a community visit, it is difficult to recognise which groups and individuals are truly devoted and one often ends up involving groups and/or training individuals that do not run with the project. Pakachere believes that if the project is to have a greater impact, they need to invest time and resources into the selection procedure of the groups that they should concentrate on and individuals that should be trained.
  • Lastly, according to Pakachere, it helps to seriously think through the issue of incentives particularly when the club members operate as volunteers. Depending on the context, this may not necessarily be monetary as sometimes all people want are t-shirts, bags, wraps or any other form of club identification, or it could be participation in various training workshops and exchange visits among clubs. But whatever the form of incentive, it is important that it be thought through properly.
maziko2.jpg
Partner Text: 

Pakachere Institute of Health and Development Communication (IHDC) , National Aids Commission

Source: 

Email from Basimenye Nhlema on August 1 2013.

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Pusha Love Health Campaign

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Pusha Love is a campaign that is working to create a movement that celebrates healthy living as a means to achieve individual dreams and is designed to change the way people think about health, relationships, and what it means to love. Through various channels - including a radio magazine, radio drama, community dialogues, and youth clubs - the campaign promotes healthy lifestyle choices, creates space for dialogue, challenges accepted norms, and motivates people to adopt new behaviours.

Communication Strategies: 

Pusha Love is positioned as a social movement led by community members and uses real people to communicate how healthy choices contribute to individual and community success. At each stage of the mass media component of the campaign, Pusha Love will showcase individuals who reflect key themes and act "positive deviants" for the target audience. In this way, Pusha Love hopes to show that role models exist in every community. In its current phase, Pusha Love features the stories of four Ambassadors who encourage people to join the conversation about what people want in life: Kamohelo, a young man with aspirations of becoming a soccer star; Limakatso, a married mother of two children who studies part-time to improve her chances of better employment; Manaleli, a young woman who dreams of becoming a teacher; and Lehlohonolo, a married teacher with one child who is working to start up his own business. The next phase of Pusha Love’s mass media programme will feature four men who have recently undergone HIV testing and share their experience and how testing keeps them on-track to achieving success.

Pusha Love includes a radio magazine program called Pusha Love Blomas where listeners can hear peoples' stories and add their voice to the conversation. The programme also uses Pusha Love Listening Events to capture audience reactions through "man on the street" interviews for later broadcast on the programme. The campaign also produces the S’moko Feela! radio drama, which was launched in late 2012. S’moko Feela! is a 15-minute, serial radio drama, that is broadcast three days per week on two local radio stations, and uses character-driven storylines to communicate key messages about good health and living.

Mass media components of the campaign support several community-level interventions implemented by local partners. The Pusha Love Chomees programme reaches young people aged 18-24 to engage them in interactive group discussions around healthy living, staying HIV-free, and achieving one's ambitions in life. Pusha Love "Ha Re Bua..." is a dialogue tool, adapted from the African Transformations methodology, that engages communities in effective dialogues about the issues that put individuals and communities at-risk of poor health and HIV infection. And finally, the Pusha Love Corporate Wellness Solutions programme offers programmes to corporate partners and public agencies, reaching individuals in the workplace with comprehensive communication services to support good health and HIV prevention amongst employees.

In addition, people can discuss the issues raised and interact with the campaign through the Pusha Love Facebook page.

Development Issues: 

Sexual Reproductive Health and Rights, HIV/AIDS

Key Points: 

Lesotho has the third highest HIV prevalence rate in the world, and all parts of the country, and people of both sexes, and all ages and socio-economic strata are affected. HIV is primarily spread through sexual contact, made worse due to gaps in knowledge about HIV and AIDS, high rates of multiple and concurrent partnerships, and low awareness of HIV status. The Letlama Lesotho Together Against HIV and AIDS Partnership Project seeks to address these issues by increasing the adoption of protective behaviours and supporting healthy social norms among adults and youth in Lesotho to reduce HIV incidence.

Pusha Love Health Campaign
Partner Text: 

Lesotho Ministry of Health, Population Services International (PSI), President's Emergency Plan For AIDS Relief (PEPFAR), United States Agency for International Development (USAID), Johns Hopkins University Center for Communications Programs, Kick4Life, the Lesotho Network of HIV/AIDS Service Organisations (LENASO), Phela Health and Development Communications

Source: 

JHUCCP website and USAID website, and email from Brian Pedersen, PSI/Lesotho on May 8 2013.

Alerta y Pilas Puestas ("Alert and Be Ready")

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As part of Foundation Puntos de Encuentro's strategy against commercial sexual exploitation of adolescents (CSEA) (2011-2013), Alerta y Pilas Puestas ("Alert and Be Ready") was launched in 2012 in an effort to build the capacity of adolescents as well as actors in their direct surroundings to contribute to the reduction of the stigma and discrimination related to CSEA in Central America. The primary audience is girls between 13 and 18 years who are not experiencing situations of commercial sexual exploitation but who are at risk of going down that path.

Communication Strategies: 

Campaign actions include:

  1. Printed materials: Organisers have used posters, workbooks, and several promotional materials, including displays on public transport units.
  2. Mass communication
    • Broadcasting of the TV series Contracorriente (which promotes the importance of mutual respect, communication, and negotiation to solve interpersonal and family conflicts, as well as the importance of social safety nets) in Honduras, Nicaragua, and El Salvador - one of its main stories focused on CSEA.
    • Live and online broadcasting of the youth radio programme DKY FM, which addresses controversial and taboo issues that affect the lives of Nicaraguan teenagers and youth in what are intended to be entertaining and provocative ways.
    • Transmission of a radio series about CSEA.
    • Articles published in the feminist magazine La Boletina (nationwide coverage, distributed to organisations and institutions in Nicaragua).
    • Thematic insert in national newspaper El Nuevo Diario.
    • Transmission of thematic radio and TV spots.
    • Promotional and educational printouts (e.g., posters and workbooks).
    • Educational toolkit "Change Your World" distributed to organisations, education centres, and institutions that work with adolescents and youth. This toolkit includes: a specialised multimedia library on CSEA (online and in the form of a DVD); a thematic edition of Contracorriente (see the 23-minute video, below); a radio series, ESCApe, focused on CSEA and human trafficking; and methodological guides to work with the audiovisual and radio materials; and
    • Virtual/online promotion on websites and social networks.
  3. Public actions
    • Nationwide tours on CSEA with the Contracorriente cast, including discussion events at secondary schools, meetings with key actors (public figures, community leaders, etc.) and interviews with the media in Nicaragua and El Salvador (to date).
    • Discussion and exchange groups with journalists and a workshop with DKY FM correspondents.
    • Discussion groups and encounters between organisations and government institutions.
    • Workshops with groups and organisations part of the wider Central American women's movement.

Most of these actions have been co-organised and coordinated with organisations of the wider women's movement, state institutions, networks, and non-governmental organisations (NGOs) working in prevention, attention, penalisation, and social reintegration of victims of sexual violence.

 

Click here to read a blog entry (in Spanish) that further describes the campaign actions.

Development Issues: 

Girls, Rights.

Key Points: 

Alerta y Pilas Puestas grew out of a global strategy against CSEA that began in 2011, when Foundation Puntos de Encuentro carried out several actions in Nicaragua, El Salvador, and Guatemala under the slogan "We Need to be Able to Talk". The aim was to strengthen capacities of those organisations and institutions that work on the prevention of violence against women and to create a favourable public opinion towards adolescent girls who are victims of commercial sexual exploitation.

 

Throughout 2012, Foundation Puntos de Encuentro reached more than 10,500 people in Nicaragua and El Salvador (5,900 women and 4,600 men - 78% of whom were adolescents) who participated in public activities and video forums in schools and received information about different strategies used by aggressors, procurers, and middlemen, as well as ways to avoid being a victim. According to the organisation, the campaign has received widespread recognition for its contribution to awareness raising and increased intent to act on cases of human trafficking and CSEA.

See video
Source: 

Emails from Irela Solorzano and Irene Lindenhovius to The Communication Initiative on May 3 2013 and May 6 2013, respectively; and Puntos de Encuentro website, May 6 2013.

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Action Pals Multi-media Programme

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Action Pals is a multi-media education programme intended for 10-14 year olds, that seeks to promote positive social and behaviour change in areas of health and environment in Zimbabwe. Led by the Action Institute for Environment Health and Development Communication (Action IEHDC), in partnership with Soul City Institute of Health and Development Communication, the programme engages with young people through print, radio, and television, as well as Action Pals Clubs.

Communication Strategies: 

Action Pals interventions focus on producing the following multi-media:

  • Print - "The Action Pals: Tomorrow is Ours" booklets have been distributed across the country. Dealing with HIV/AIDs is a key issue, but the booklets also address such topics as solving problems without violence and human rights, drugs, caring for the environment, children´s rights and discrimination, teenage sex and sexuality, disability, and racism and xenophobia.
    Click here to read the first Action Pals booklet online.
  • Radio - A 26-part radio drama series called Tomorrow is Ours was produced , dealing with bullying, solving problems without violence, disability, HIV and AIDS support and treatment, accidents and child safety, and children's rights. The Tomorrow is Ours Radio Public Service Announcements (PSAs) complemented the radio drama, produced in English, Shona, and Ndebele. Covering many of the same issues, the PSAs were designed to be a tool to get young people to think about serious issues that affect them in a way that is exciting and that makes education fun.
  • Television - Chipo's Promise was a television drama dealing with HIV and AIDS and orphaned children, discrimination, and stigma. The drama was produced as part of a nine-country regional television drama series entitled Untold Stories in a Time of HIV and AIDS television, supported by Soul City Institute of Health and Development Communication.

According to Action IEHDC, children and youth, inspired by the Action work and the materials they read, voluntarily set up Action Pals Clubs (APCs) in schools and communities. As a result of this feedback, Action decided to formalise its relations with these APCs and establish new ones through a pilot project focusing on 16 schools. These schools are located in five provinces of Zimbabwe - Harare, Mashonaland East, Mashonaland West, Midlands, and Bulawayo.

People are also encouraged to learn more and interact with the campaign through the Action Pals Zimbabwe facebook page.

Development Issues: 

Youth, HIV/AIDS, Lifeskills, Health, Environment

Key Points: 

Action Institute for Environment Health and Development Communication (IEHDC) is a Zimbabwean non-governmental organisation specialising in producing multi-media products in the areas of environment health and social development. Action IEHDC was established as a project of Zimbabwe Trust in 1987 as a result of the apparent need for information materials for children in the areas of health, development, and environment. The organisation has since broadened to produce multi-media products for both children and adults. It was registered as an independent organisation in 2009.

Action Pals Multi-media Programme
Partner Text: 

Action Institute for Environment Health and Development Communication (Action IEHDC), Soul City: Institute of Health and Development Communication

Source: 

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S'tru Aw'kaphephi Campaign

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Launched in 2010 in Swaziland, the S'tru Aw'kaphephi social marketing campaign challenged common lines and expressions that are used to rationalise and excuse the practise of multiple concurrent partnerships (MCP). Designed to warn people about the attitudes and perceptions that influence risky sexual behaviours that can lead to HIV infection, the campaign included a radio drama, print materials, billboards, and face-to-face discussions on public buses.

Communication Strategies: 

In keeping with the OneLove messages and principles, the S'tru Aw'kaphephi challenges cultural practises that support MCP through the following messages:

  • You are not safe if you and/or your partner ascribe to social beliefs, attitudes, and perceptions that drive MCP.
  • Even if 'justified', MCPs put you at risk of contracting HIV.

The campaign included the following key strategies for disseminating it's messages.

  • Bagcwele Iquantum: S'tru Aw'kaphephi Radio Drama - This 38-episode radio drama series was broadcast on SBIS 1, featuring topics related to the rationalisation around MCP and the social norms that drive MCPs, such as the celebration of male promiscuity, the "pull her down" syndrome common among women, male entitlement to sexual pleasure, and MCP and poverty.
  • Mobile discussions and theatre on 8 rural bus routes – using “Ambush Theatre” techniques, where people in the audience are at first unaware that the interaction between the actors is a drama, the campaign prompted discussions on buses. For example, in one drama, a husband would get a phone call and leaves his seat, when the wife gets suspicious, an arguments follows. This was followed by a discussion led by the actor/ facilitators.
  • Print Materials - The S'tru Aw'kaphephi Booklet shares common lines and expressions used throughout the S’TRU! Aw’kaphephi! Campaign
  • 9 Billboards throughout the 4 regions of Swaziland
  • 10 Road Shows in rural areas
  • Car Sticker Competition
  • Newspaper Adverts and Editorials
  • Posters displayed throughout the country
  • A S'tru Aw'kaphephi Facebook page

The campaign was conceptualised following audience research conducted by Lusweti in June 2010, which revealed that MCPs have become an acceptable sexual lifestyle, and that individuals are pressured and socialised according to cultural norms and values that lead to risky sexual behaviour. The survey also found that there is a common belief that men are entitled to sexual pleasure whenever they want and can have as many sexual partners as they want, an attitude fast being adopted by women.

Key Points: 

The Lusweti Institute for Health Development Communication is a non-governmental organisation dedicated to the creation and provision of innovative social behaviour change communication programmes. Their efforts focus on bringing social change to society ensuring that the majority of people in the country will be practicing positive behaviour with respect to HIV/AIDS, health, and development.

 

According to Lusweti, Swaziland's HIV epidemic has reached an exceptionally high rate with 26% of the reproductive age group population aged 15-49 years infected. MCP has been identified as one of the key drivers of the epidemic in Swaziland. While perceived norms and principles of Swazis are strongly against MCPs, what prevails as popular culture is contrary to the perceived societal norms. MCPs are a common practice that is accepted by society.

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Partner Text: 

Lusweti Institute for Health Development Communication, National Emergency Response Council on HIV and AIDS (NERCHA), Soul City Institute for Health Development Communication

See video

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Plataforma Eduentretenimiento + Movilización = Cambio Social

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Communication Strategies: 

Tanto en la primera como en la segunda temporada, el eje central de la plataforma Eduentretenimiento + Movilización = Cambio estuvo constituídos por varios estrategias de comunicación, con el propósito de aportar a procesos de reflexión y cambio a nivel individual, familiar, comunitario y socio-cultural y político:

  • Edu-entretenimiento: aprovechó la potencia narrativa del melodrama, y la gran cantidad de públicos que este género atrae. Se realizaron desde dramatizados en radio y televisión, hasta expresiones artísticas como el teatro.
  • Movilización social: consistió en la generación de procesos de comunicación participativa que generaron aprendizaje dialógico, donde se involucraron activamente las comunidades locales en el análisis y resolución de las problemáticas de salud, a través de diversos métodos de comunicación.
  • Abogacía: entendida como la generación de alianzas políticas, técnicas y de gestión de recursos, para favorecieron la promoción y/o implementación de políticas públicas, programas o proyectos. A través de este componente se establecieron las alianzas y/o convenios que garantizaron la presencia de actores claves como instituciones y autoridades locales y departamentales del sector salud y educación principalmente,   universidades, medios masivos de comunicación, entre otros.
  • Investigación, sistematización y gestión del conocimiento: buscó que las decisiones tomadas tuvieran como base información cualificada y evidencia. Se realizó además, seguimiento y evaluación permanente al proceso, conducentes a identificar lecciones aprendidas, generación y socialización de conocimientos y de resultados. Como parte de este componente se realizaron: una línea de base en 8 departamentos (134 municipios), investigación formativa en 4 departamentos (grupos focales y entrevistas profundidad), taller de diseño de indicadores, diseño de plataforma web para procesamiento de información (CILA), talleres de evaluación y uso de plataforma virtual y una investigación evaluativa por parte de distintas universidades, que permitió valorar resultados e incidencias.
  • Cross media: Uno de los objetivos de esta estrategia ha sido la exploración de la “transmedialidad”. Recordemos que lo “transmedial” es una nueva forma de narración concebida para contar historias complementarias a través de múltiples plataformas y formatos. Siguiendo este concepto, se desarrolla en la actualidad, este espacios de encuentro virtual - el sitio web de Revelados - donde confluirán las historias dramatizadas de la primera y la segunda temporada, notas documentales, diálogos en Twitter y Facebook, guías, blogs, perfiles de los personajes de televisión, videos que elaboren y manden los públicos interlocutores; entrevistas; materiales promocionales para descargar y muchas cosas más.
Development Issues: 

Eduentretenimiento, juventud, derechos, salud sexual y reproductiva, género, VIH.

Key Points: 

Esta estrategia retoma un conjunto de principios y características que le dan un valor agregado a este proceso, y que podrían ser referentes para futuras acciones de comunicación en ámbitos de política pública:

  • Sistematicidad: el diseño e implementación de la estrategia se apoya en un proceso sistemático que incluye diversos momentos de investigación, reflexión, análisis, gestión, y evaluación que facilita la revisión constante de sus componentes a partir del dialogo con diversos actores nacionales, regionales y locales. Los pasos incluidos en el proceso se nutren de diversos modelos de planeación de la comunicación, pero reconocen las particularidades del entorno colombiano.
  • Basada en evidencia: las decisiones asociadas con el diseño de la estrategia, tanto en la definición de sus ejes temáticos, como en sus componentes comunicativos se apoya en la evidencia existente en ámbitos de salud pública y comunicación. Por ejemplo, la incorporación del componente de eduentretenimiento es soportada por la evidencia acumulada por propuestas comunicativas reconocidas a nivel internacional como Puntos de Encuentro en Nicaragua, y Soul City en Suráfrica.
  • Guiada por referentes conceptuales y teóricos: la estrategia se enmarca en un conjunto de conceptos y teorías provenientes de los ejes de la propuesta (enfoque de derechos, género y jóvenes, y propuesta de comunicación para el cambio social), que estarán reflejados en procesos y materiales de comunicación.
  • Investigación, monitoreo y evaluación: se hace uso sistemático de procesos de investigación. Desde el levantamiento de una línea de base como insumo esencial para la evaluación de proceso e impacto, pasando por la investigación formativa para el diseño de sus componentes, hasta la evaluación en los diferentes ámbitos de intervención, la estrategia hace de la investigación un eje central del proceso.
  • Interrelación de niveles (nacional, regional local): reconociendo la complejidad y diversidad de los entornos en los que la estrategia trabaja, sus componentes apuntan a generar procesos de interrelacion en lo nacional, regional, y local, no solo como elemento diferenciador de las intervenciones, sino como una posibilidad de refuerzo y acompañamiento mutuo para la totalidad de la estrategia.
  • Interinstitucionalidad y multisectorialidad: dada la necesidad de trabajar la salud pública, en particular de adolescentes y jóvenes, desde una perspectiva inter-institucional y multisectorial, la estrategia convoca y suma esfuerzos de diversas instituciones y sectores que tienen responsabilidades y/o juegan un rol importante en este campo. Por ello, se suman esfuerzos de entidades de gobierno, agencias de cooperación, organizaciones no gubernamentales, y actores departamentales y regionales, en ámbitos de salud, educación, y derechos.
  • Interdisciplinariedad: contrario a propuestas a menudo reduccionistas sobre la complejidad de la salud de los jóvenes y adolescentes, la estrategia incorpora diversas perspectivas disciplinarias –comunicación, salud, derechos, educación, trabajo social- que potencian sus diversos componentes.
  • Fortalecimiento de capacidades: el fortalecimiento y/o instalación de capacidad local que contribuya a la sostenibilidad de estos procesos es un elemento central de la estrategia. Se trabaja entonces, en forma sistemática, en procesos de formación y acompañamiento de los equipos regionales y locales.
  • Participación y construcción local: la participación y construcción desde lo local es una característica transversal, en la medida que cada proceso y componente de la estrategia se analizan y ajustan de acuerdo al contexto y realidad local. A diferencia del componente nacional, único para la estrategia, los componentes locales incorporan elementos propios de esos contextos que no son comunes a otros espacios de intervención.
Source: 

Estrategia Edu-entretenimiento + Movilización = Cambio Social.

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