garth japhet at six spring school 2011
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TRANSCRIPT
Co – Creating Democracy: Citizen Passion in the 21st Century
Garth Japhet
Mass Communication is the most powerful social change tool in
the world
• Its Popular and is what people watch at prime time.
• People have learnt through drama for centuries – We are hot wired for story
•Can deal with the complexity of social issues.
Story
THE SOUL CITY EDUTAINMENT MODEL
As good as if not better than the best of what is locally available
TV and radio Drama
Lead Intervention and Brand
builder
THE SOUL CITY VEHICLETHE SOUL CITY VEHICLE
Mass media – Annual Seasons – Multiple issues over time.
• 13 part prime time TV drama – one of the 3 most watched programmes in SA, longest running, in another 12 countries.
• 60 part radio drama in 9 languages
Expert Consultation
(partnerships)
Audience Research Process,
(Qualitative)
Message Brief
Literature Review
Intervention
Intervention Design
Barriers to change
Write Pre test
2 years
Clip
Leveraging the Popularity of the drama for targeted impact
The Shrek Approach
THE SOUL CITY:IHDC VEHICLETHE SOUL CITY:IHDC VEHICLE
Booklets– over 40 million distributedBooklets– over 40 million distributed
1,5 million people trained in last 2 years
Training
Individual
Helpline
- Lobbying- Media advocacy
Advocacy
• Aimed at 8-12 year olds
• TV drama Series
• Radio drama in 9
languages
• Schools resources
• Parenting resources
Youth and Schools
Community Mobilization Buddyz Clubs
5000 clubs nationally over 100 000 children, mainly rural, mainly vulnerable.
EVALUATION
Soul City reaches 30 million people across 10 countries. Empowering
people and enabling them to co-create their
own futuresNational Survey
Identifying
with Soul City
Enhance the quality and quantity of social collaboration
Connects people to each other based on social interest and
location.
Key Features
Offers incentives for social action through rewards
that matter.
Allows people to form groups and network with
each other.
Key Features
Provides information, location data and ideas for action on 16
different social issues.
The “knowledge bank”(Arts and culture, sports and recreation,
environment, health, HIV/AIDS, relationships, personal finance, small business, faith,
parenting, youth, pets and wildlife and building communities)
Key Features