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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Khululeka (Be Free)

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"Khululeka" (Be Free) is a multi-part comedy/drama television series developed by South African Broadcasting Corporation (SABC) Education. The first series of the programme was broadcast in 1994 before the first post-apartheid elections and then in 1995 prior to the local government elections. The programme, which addresses 18- to 50-year olds living in South Africa, is designed as a vehicle for comprehensive civic education. It focusses on human rights and social issues like child abuse, gender equality, honesty, responsibility, and accountability.
Communication Strategies

Khululeka's key areas are:

  • voting knowledge (for example, the necessary registration steps)
  • voting attitudes and making the link between an individual's right to vote and the value of voting for that individual
  • human rights knowledge (specifically, socio-economic rights)
  • human rights attitudes (accountability and the civic responsibilities that come with human rights).


Specifically, producer Roberta Durrant's initial Khululeka shows introduced democracy and the procedures for voting. In Khululeka III, the first 13 of the 26 episodes addressed human rights and the civic responsibilities attached to them. The remaining episodes highlighted the right to vote as well as voter education for the 1999 general elections. Khululeka VI is a follow up to 3 previous series. This series investigates citizens' participation in democratic processes and the importance of preserving democracy within South Africa. The responsibility of individual citizens for ensuring that democracy works and thrives is addressed. Whereas previous shows emphasised specific learning skills, the new humorous and dramatic series illustrates democratic decision-making, the distribution of power, and the need to participate within a community.


The series was packaged as a group-teaching tool for NGOs, legal advocates, and women's organisations. Organisers say that this aspect of the programme is part of a strategy for bringing together people in workshops, making them laugh, making them think, and giving them useful information.

Development Issues

Youth, Rights, Political Participation.

Key Points

Khululeka aims to entertain audiences while informing them about practical civic matters, such as learning how to connect with elected officials, maneuvering through bureaucratic red tape, and discovering the benefits of working individually and collectively for social change.

Partners

Independent Electoral Commission (IEC), SABC Education, Penguin Films, Mott.

Sources

Community Agency for Social Enquiry (CASE) site. (This article, accessed on January 28, 2004, has since been removed.)