Experiences, Print, Entertainment

Main Kuch Bhi Kar Sakti Hoon - I, a Woman, Can Achieve Anything

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"Guaranteeing universal access to equitable and good quality reproductive health information and services free from coercion and discrimination is critical for achieving gender equality and ensuring that women and young people can participate as full members of society."

Communication Strategies: 

"A woman is a full circle. Within her is the power to create, nurture and transform. To bring this notion to life, meet protagonist Sneha Mathur from Mumbai, a spirited, independent young woman, modern in her thoughts but deeply rooted in her culture. She stands up for what she believes is right, raises her voice against all that is wrong, and negotiates the space in-between with poise and grace." Main Kuch Bhi Kar Sakti Hoon is the story of every girl who struggles through her day-to-day life fighting for her rights. It challenges deep-rooted social issues like child marriage, early pregnancies, and sex selection in India society - dealing with topics of women's safety, health, and rights.


Main Kuch Bhi Kar Sakti Hoon is built upon lessons from past experiences and successes of EE to encourage behaviour and perception change. Messages and themes seek to foster changes in individual behavior, collective action, and policy behaviour. The creative content of the soap opera was shaped by formative research, which included a positive deviance (PD) enquiry conducted to identify those uncommon but successful behaviours or strategies which enable certain individuals to find better solutions to a problem than their peers, despite facing similar challenges and having no extra resources. These behaviours are then creatively modelled in the television serial, providing guides to viewers for action. The aim is to encourage access to voluntary family planning by breaking down social and cultural barriers. Dr. Arvind Singhal, Professor and Director, Social Justice Initiative, Department of Communication, University of Texas (United States), a thought leader in the field of PD and EE, worked closely with PFI since the inception of the programme, from guiding the overall programme design to supporting the development of the research plan and script writing.


Supported by the Department of International Development, Government of the United Kingdom (DFID), the first 52 episodes of will be aired on DD and will be preceded by a series of communication events and publicity to promote the serial at the national level and in selected Hindi-speaking states. While each episode will represent a piece in the longer storyline, the script will be such that different theme-based episodes could be used beyond the life of the serial. PFI will also produce a radio adaptation, funded by the United Nations Population Fund (UNFPA). This has been planned keeping in mind that in rural areas of Bihar and Madhya Pradesh (MP), almost 20 million households do not have access to regular electricity, which limits access to information via television. PFI will collaborate with Gram Vaani, a social technology company that will be working to develop an Interactive Voice Response (IVR) system for the serial and adapt messages for a community radio platform to reach the intended audience in their local languages. The IVR will seek to improve listener engagement and reach to inform and inspire positive behavioural changes in rural Bihar and MP. Furthermore, PFI and DD have discussed and agreed on the importance of dubbing the programme into regional languages for a wider reach.


The series will use a variety of media to increase its outreach and recall, including the internet, mobile phones, mobile video vans, Nukkad Natak (street theatre), games and quizzes, leaflets and posters, and use of social media to reach out to young population in urban areas in India.


To complement and extend the messaging of the serial, PFI plans to collaborate with non-governmental organisation (NGO) partners, the government, and networks working on women's empowerment, health and development issues for outreach activities at the community level in selected high-focus districts/villages of Bihar and MP. These outreach activities will include the development of audio-visual and print materials, group meetings with adolescents and young couples, community events, and Hum Kuch Bhi Kar Sakte Hain Awards at the community and block level. Partnerships with mobile communication companies will also be initiated to provide information on family planning and social determinants of health through a SO-LO-MO (social > local > mobile) approach.

Development Issues: 

Women, Rights, Family Planning, Youth

Key Points: 

According to PFI, more attention needs to be given to the importance of changing gender norms and practices within families, communities, and the health system in areas such as preventing early marriages, early and repeated pregnancies, under-nutrition of girls, and domestic violence, as well as sensitisation of boys. "Myths and misconceptions around family planning and socio-cultural barriers need to be addressed through a communication strategy that uses multiple media for optimum reach and impact."


The Hindi speaking belt was selected for this initiative, as data show that over 42% of Indians live in 5 states in this region (Bihar, Jharkhand, MP, Rajasthan, and Uttar Pradesh), which also record high unmet need for family planning. Specifically, unmet need for spacing in Bihar is as high as 21%; this figure is 14% in MP. Unmet need for contraception is as high as 21.2% in Uttar Pradesh. According to PFI, although recent trends in population indices in India have been very encouraging, India's growing population continues to be a cause for concern. "There are several myths and misconceptions about the nature of the population 'problem' and what needs to be done to achieve rapid population stabilization. While it is theoretically accepted that family planning cannot be treated as a vertical program, in practice in India it continues to be so with sterilization as the dominant method of contraception available to people. This is also reflected in the data on contraceptive use. The use of modern contraceptives in Bihar is 34%, of which 29% is female sterilization; in Madhya Pradesh total modern contraceptive use is 57% with 48% being female sterilization and in Odisha the figures are 44% and 30% for overall use and female sterilization. The projected population growth can be slowed down mainly by delaying age at marriage and childbearing in women. A shocking 47.4% of Indian women aged 20-24 years were married by the age of 18; the proportion was 68% in Bihar, 54% in Madhya Pradesh and 37.5% in Odisha."


PFI reports that the reach of television in India has been increasing rapidly over the years. The number of households owning a television increased from 32% in 2001 to 47% in 2011. Television soap operas have been the most watched programmes since the mid-1980s, and their popularity has been growing rapidly ever since. Due to its non-dependency on electricity, radio is an effective mass communication medium, according to PFI. In Bihar and MP, 15% people listen to radio, of which 68% listen to All India Radio. Share of radio listenership on mobile phones increased from 20% in 2009 to 25% in 2011. Forty percent of mobile phones have in-built FM radio.


There is evidence that soap operas impact behaviours and attitudes on issues related to family planning. For example, evaluations of television serials like Hum Log, Jasoos Vijay, and Kyunki Jeena Isi ka Naam Hai have shown an impact on self-efficacy and collective efficacy, which resulted in changes in social norms. EE telenovelas produced in Mexico between 1975 and 1982 showed a visible impact on adult education, family planning, and gender equality. "Taru", an Indian radio soap opera, has - according to PFI - inspired collective efficacy and community action to solve social problems. In Abirpur village, young female and male members of Taru listeners' groups, after seven months of discussion and deliberation, started an open-air school for underprivileged children, inspired by the character of Neha in the serial. Some 50 children regularly attended school, meeting six days a week, from 4 to 6 p.m. by the village well.

Partner Text: 

DFID, DD, UNFPA, Soul City, and Gram Vaani

See video

Emails from Arvind Singhal on February 5 2014 and February 24 2014, and from Sona Sharma on February 7 2014, to The Communication Initiative; and communication from Arvind Singhal on March 18 2016.

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Agent Zee Project

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Launched in 2012, Agent Zee is a comic and social media project that engages students with information, insights, and inspiration to navigate the world of science and technology in Africa, particularly focusing on encouraging women in science. The project centres on the character Agent Zee, "a science diva and Bachelor of Science student who is far from ordinary." Led by Jive Media, the project is working to address the issue of under-representation of woman in the sciences.

Communication Strategies: 

According to Jive Media, internationally and in South Africa, women remain under-represented in the sciences. Addressing this, and the many challenges faced by African women in science, is crucial to bring science and society closer together. Agent Zee talks to young scientists and exposes them to opportunities, information, and role models. The initiative includes a comic, regular competitions to connect with students, as well as interviews with people working in the science industry.

Information is distributed through a weekly newsletter, the Agent Zee website, Agent Zee facebook page, and @agentzee on twitter.

Click here to access the Agent Zee comics.

Development Issues: 

Science, Education, Women


Jive Media website and Agent zee website on February 2 2014.

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Everyday Heroes Comic Book Campaign

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The Everyday Heroes Comic Book campaign was launched in 2012 as part of a victim empowerment programme initiated by the South African government to respond to the growing needs of victims of crime and violence. Jive Media Africa designed and implemented the campaign, which highlights the role of communities in supporting victims of crime and violence, for the United Nations Office on Drugs and Crime (UNODC) in association with the National Department of Social Development (DSD).

Communication Strategies: 

Six comic stories make up the Everyday Heroes series highlighting issues such as sexual assault, domestic violence, child sexual abuse, human trafficking, abuse of older persons, and abuse of people with disabilities. Available in six South Africa languages, the comics are set in the vibrant and multi-cultural peri-urban community of Bhekanani (meaning "help one another"), South Africa. In this community, like any community, there are rich and poor, old and young people. There is also good and evil, lurking in the darkness of the shadows, personified by a local kingpin and his sidekicks, and "Everyday Heroes". The heroes include, "Batho Pele" professionals, such as the police, the nurses and the social workers, but they also include ordinary men and women who "refuse to let evil prosper." These characters include:

  • Gogo "Magic" Mkhize - firm but fair, the mother of the community.
  • Ntate Moloi - the elderly driver and messenger at a local law firm who has overcome his own childhood experiences of domestic violence.
  • DJ Life - the radio disk jockey whose disability does nothing to stop him from living life to the full, and his new friend Jerome who overcomes his own disability.
  • S'bongile - the single parent and social worker whose caring nature is known to all.
  • Mothusi - the courageous policewoman who won't be intimidated.

Click here to download the comics.

The contract also involved developing a website, animatics, a distribution strategy, as well as carrying out a pilot project and M&E.

Development Issues: 

Crime and violence

Key Points: 

United Nation Office on Drugs and Crime, European Union, Department of Social Development


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Change the Story: Refugees and Migrants Speak Against GBV

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Launched in November 2013, Change the Story: Refugees and Migrants Speak Against GBV is a 3-part series of short radio dramas highlighting factors that make refugees and migrant communities vulnerable to sexual violence, as well as the challenges for accessing care and treatment services. The dramas were created in a participatory workshop with a mixed group of refugees, migrants, and South Africans, and are accompanied by talking points designed to promote discussion.

Communication Strategies: 

According to the producers, while all women and girls face challenges reporting any kind of violence, refugees and migrants face added barriers of language, lack of knowledge of local systems and rights, not knowing where to go, few support systems, and at times xenophobic responses. One of the key responses of the South African government to sexual violence has been the establishment of Thuthuzela Care Centres (TCCs) under the Department of Justice and Constitutional Development. The TCCs are one-stop facilities offering comprehensive services to victims of sexual violence. To help promote awareness, encourage dialogue, and urge care seeking among migrants and refugees, Sonke Gender Justice and CMFD Production worked with 20 refugees, migrants, and South Africans to develop, write, and voice the 3 mini-dramas. The dramas were all written collaboratively, and voiced by the participants themselves.

The dramas are intended to raise awareness about a wide range of issues, inclusing sexual harassment, reporting a case, and contexts that make migrant communities particularly vulnerable:

  • Leaving Home - Facing Sexual Harassment: In the first drama, Chipo travels to a neighbouring country to help support her impoverished family. However, things turn sour for her when her boss starts sexually harassing her, and then worse. She remains quiet about the ongoing rape and violence, until a neighbour speaks up to direct her to a nearby TCC.
  • I have the right - Reporting a Case: In the second drama Lerato and Ellen turn to the police to help stop violence in their homes. Officer Katlego is unhelpful, but also xenophobic towards Ellen. In the end, they both find the help they need when another officer steps in.
  • Dangerous Borders - Vulnerable in Transit: In the last drama, Lisa flees her abusive uncle, the person who she has lived with since the day her parents were killed in the violence that has caused havoc in her country. On the road, she is sexually assaulted by a taxi driver, and the psychological trauma remains long after her bruises have healed.

The dramas are accompanied by a series of discussion guides for radio presenters, to help them create stories and reports around the issues, host discussions, ask questions, and present accurate facts. As part of 16 Days of Activism activities, community radio stations will be broadcasting the drama, as well as inviting guests and listeners to discuss the rights issues it raises.

Development Issues: 

Gender Based Violence, Migration

Partner Text: 

Sonke Gender Justice, CMFD Productions


CMFD website on November 27 2013.

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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)


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: 



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. 



Adelaida Trujillo Caicedo

Directora Estrategia de Eduentretenimiento Fase 2

Directora Fundación Imaginario

Email: atrujillo@citurna.com.co

Tel: 571 - 2821919 / 3341677           


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)  


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.


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.
Partner Text: 

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


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


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

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