The Drum Beat-77 -IMPACT-Evaluation-HIV/AIDS-SOUL CITY
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IMPACT EVALUATION-COMMUNICATION - SOUL CITY - HIV/AIDS - COMMUNICATION
Many questions have been raised about the direct impact of communica-
tion interventions on development issues. This Drum Beat summarises
some of the reach and impact data [including statistics and comments
from the qualitative data], specifically related to HIV/AIDS, that re-
sulted from an extensive evaluation of the Soul City communication
strategy and action in South Africa. More extensive data in the form of
evaluation reports is available from Soul City [see contacts below].
Further data will be released soon.
Drum Beat 64 outlined the evaluation methodology for this evaluation.
Details of the methodology can be viewed at
http://www.comminit.com/drum_beat_64.html and
http://www.comminit.com/soul-city-evaluation.html
MAIN ELEMENTS OF SOUL CITY INITIATIVE
1. Soul City in South Africa includes a prime time television drama
series; a daily radio drama series; booklets on the topics covered by
the broadcast media; publicity and advocacy campaigns; and partnerships
with organisations and social networks relevant to the issues covered.
It seeks the "use of edutainment media in bringing about social
change".
2. The data below relates to Soul City 4 - a 12-month period in
1999/2000.
SOUL CITY REACH
3. Soul City 4 reached 16.2 million people in South Africa through ra-
dio, TV or print; which equals 79% of the target audience [from a na-
tionally representative sample of 2000 "African and Coloured" South
Africans]. Soul City on TV reached 13.9 million viewers; Soul City
radio reached 13.3 million listeners, and Soul City print reached 9.4
million readers. Those who watched the TV series included 68% of all
respondents, 75% of urban respondents, 60% of rural respondents and 79%
of 16 to 24 year olds.
4. Popularity - Nationally, Soul City was amongst the most favourite
TV and radio programmes for all South Africans, 57% saying that it is
their first or second favourite TV programme.
5. Quality - Soul City won the Best Drama series at South Africa's an-
nual TV awards event [The Avantis] in 2000.
6. Information sources - Spontaneous recall of TV programmes from
which respondents [statistically representative of the national popula-
tion in South Africa] feel that they have obtained useful information
about HIV/AIDS.
Soul City - 17%
Felicia - 14%
None - 11%
Take 5 - 8%
Two way - 7%
News - 5%
Bophelo - 3%
Vicious C - 3%
[3 others cited below 3%]
7. "We have used the booklets which have been absolutely fantastic";
"I found the radio Soul City strong because even though we don't see
the picture, but it makes us interested, so much that whatever you are
doing you are interested"; "Soul City is not like any other drama be-
cause it touches crucial subjects that are being experienced by people
in the community".
SOUL CITY IMPACT - HIV/AIDS
8. People accessing Soul City are significantly more likely to discuss
HIV/AIDS with someone close to them. The more elements [TV, radio,
print] of Soul City that people access the more likely they are to have
a dialogue and debate on HIV/AIDS issues. 39% of people accessing three
elements of Soul City discussed HIV/AIDS with friend or family and 36%
of those that accessed two elements. This compares with 21% of those
with no exposure to Soul City.
9. Question "How often have you talked to your family or neighbours
about HIV/AIDS?'
These answers come from the rural sub-sample in the national survey.
No radio - Often 13%; Occasionally 28%; Never 59%.
No SC radio - Often 19%; Occasionally 28%; Never 47%.
Low SC radio - Often 20%; Occasionally 44%; Never 36%.
Medium SC radio - Often 27%; Occasionally 45%; Never 28%.
High SC radio - Often 32%; Occasionally 41%; Never 28%.
10. In KwaZulu/Natal a third of the people who spontaneously [through
unaided recall] referred to Martha's Story" [a SC episode that focused
on AIDS] had not themselves seen this episode.
11. "Before, people were very ashamed to talk about condoms, but since
this picture [Soul City] has been playing for a long time, things have
changed."
12. Proportion of rural respondents who DISAGREE with the statement
"boys or men have the right to have sex with their girl friends if they
buy them gifts":
No exposure to any radio - 67%.
No exposure to SC radio - 72%.
Low exposure to SC radio - 81%.
Medium exposure to SC radio - 89%.
High SC radio exposure - 89%.
13. In relation to the statement "Most of your friends think a man is
right in expecting a woman to have sex with him without using a con-
dom." the results were:
Baseline - Agree 41%; Neutral 0%; Disagree 59%.
Evaluation - Agree 22%; Neutral 13%; Disagree 65%.
14. "The change that I am talking about is that of pressure from
friends. They pressurised me about my girlfriend. So, that gave me a
lot of pressure but fortunately after watching that [SC] episode I ab-
stained from committing that thing...."
15. Responses to the statement: "People in your community think that
people with HIV/AIDS should be moved away". Measured against the expo-
sure to the three media elements used by Soul City [SC].
No accessing of SC media: Agree 20%; Neutral 14%; Disagree 67%.
Access 1 SC source: Agree 13%; Neutral 9%; Disagree 79%
Access 2 SC sources: Agree 13%; Neutral 6%; Disagree 81%
Access 3 SC source: Agree 9%; Neutral 4%; Disagree 87%
16. Question: "Have you ever asked your partner to go for an HIV/AIDS
test in the past six to seven months?" Responses:
No radio access - Yes 52%, No 48%;
No SC radio - Yes 34%, No 66%;
Low SC radio - Yes 68%, No 32%;
Medium SC radio - Yes 77%, No 23%;
High SC radio - Yes 70%, No 30%.
17. Question: "When do you use condoms?" when asked of people 16 to 24
years of age and measured against the level of access to Soul City TV.
No Soul City TV - Always [use a condom] 26%
Low Soul City TV - Always [use a condom] 38%
Medium Soul City TV - Always [use a condom] 32%
High Soul City TV - Always [use a condom] 38%
18. Rural Traditional Leader: "I think it was important about HIV. yes
and forcing the people about sex, sexuality. Yes, those are things
that are still in my heart... these two issues...".
19. Rural Clinic Nurse: "I can say that it influences us as workers in
the community and as workers directly. Number one as I have explained,
TV is indeed the one with the influence more than everything, and yes,
the radio works a lot with those who do no have TV..."
20. Urban Preacher: "With me the influence I got from Soul City is
that I should not be ashamed any more to talk about sexual matters with
the youth...I just speak to them truthfully and they respect that and
that is thanks to Soul City."