Social norms action with informed and engaged societies
After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at cila.comminitcila.com and is linked with The CI Global site.
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Soul Buddyz Series 5

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Launched in January 2011, the fifth series of the Soul Buddyz television programme focused on violence prevention, and specifically the role of alcohol as a catalyst for violence. It supported the Phuza Wize campaign, a national campaign to mobilise communities to bring about changes in acceptable drinking behaviour. Produced by the Soul City Institute for Health and Development Communication, the Soul Buddyz television drama is intended for 8 to 14 year olds in South Africa.
Communication Strategies

Soul Buddyz is a multi-media "edutainment" vehicle for children aged 8-12 years old designed to promote their health and well-being. Told through television, radio, and print learner material, it closely reflects the lives, struggles, and joys of 8 - 12 year olds in our changing society. According to Soul City, in the context of a rapidly transforming society with technological and social changes, the needs and aspirations of disadvantaged children between the ages of 8-12 years old are often neglected. Because attitudes are often formed during this critical time, the programme was developed specifically with this age group in mind.

The series was however created to appeal not only to children, but also to the adults who take care of them. With real-life stories that reflect issues that affect children, their parents, and their teachers, the series encouraged all people, irrespective of age, to talk about problems and issues. It also challenged the stereotype that children are incapable of making informed choices and reinforces the message that kids can be active citizens in society.

The series begins with a surprise party for Pule and Zingi. Pule has become the principal of his childhood primary school, Klipville Primary. He has personally invested in the school because it inspired him to become a teacher. Klipville Primary is a mixed race school and serves several communities with different cultures. Pule and his son Zingi move in with Pule’s mother, Moyikami so they can be close to the school and so that she can help Pule with Zingi. Gogo has also enrolled Sifiso and Bongi at Klipville and believes Pule can restore the school to its former glory. The school is faced with challenges such as discipline problems that are exacerbated by the use and sale of alcohol on the school premises.

Zingi, Sifiso, and Bongi form a new Soul Buddyz group and meet new Buddyz whilst on a quest to find dancers for a Soul Buddyz dance competition. The Soul Buddyz group is joined by new members, Gabriel and Mo. The Buddyz deal with the impact of alcohol abuse at home. They are committed to getting shebeen owners to stop selling alcohol to minors. Bongi starts stealing things to help alleviate Gogo’s financial stress. She thinks Gogo will be able to kick malume (uncle) Vuyani out if she does not need the money. She gets the courage to tell Gogo how vulnerable Vuyani’s drinking makes her feel. Gogo implements a no drinking law in her home and even though Vuyani is resistant in the beginning, he promises to clean up his act and abide by Gogo’s no drinking in the house rule.

With support from Soul City, Soul Buddyz Clubs have been set up across the country to help children, who have been inspired by the televsion series, become active agents for social change in their communities and in their own lives. The Soul Buddyz Clubs have attracted almost 130,000 children in almost 6,500 clubs countrywide.

The series also had a Soul Buddyz facebook page to share news and promotional videos for each episode.

Development Issues

Children, Alcohol abuse

Sources