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Soul City Soul City Broad Based Empowerment Company
Home arrow The Soul City Institute arrow Mass Media Initiatives Saturday, 21 September 2019
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Mass Media Initiatives PDF Print E-mail

The Soul City Institute uses 'edutainment' to spread its multi-media messages by weaving social issues into prime time entertainment programmes that reach millions.

It uses three communication vehicles:

'Soul City' - aimed at the general public

'Soul Buddyz' - aimed at 8 to 12 year olds and their caregivers

Soul City and Soul Buddyz consist of a prime time television drama along with a daily radio drama. Print material building on the popularity of these dramas is distributed through national newspapers as well as through health facilities, schools, businesses and civil society organisations throughout the country.

'Kwanda' - a reality TV show that accompanies the extreme community makeover project (see Community-Based Initiatives) with the same name


In the Nelson Mandela Foundation's 2005 HIV/AIDS Survey, the Soul City Institute was rated the most useful of all South Africa's large-scale HIV/AIDS programmes and the only national communication programme with any significant reach into rural and informal settlement areas.

A 2007 survey conducted by The Kaiser Family Foundation and the SABC found that:

  • two-thirds of participants learned a lot about HIV/AIDS from Soul City
  • Soul City is the best-known national HIV prevention campaign
  • Soul City is the second most popular show on TV, after Generations


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