The Communication Initiative
Development action with informed and engaged societies
The Communication Initiative
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 City Series 10

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Produced by Soul City Institute for Health and Development Communication, the tenth series of "Soul City" was launched in March 2009. The focus of this series of the edutainment television drama was on the effects of alcohol abuse and violence on communities in South Africa. The drama series formed a central part of Phuza Wize, a national campaign designed to encourage South Africans to change the way they drink alcohol. The series was broadcast throughout 2009 on the national broadcaster, SABC (South African Broadcast Company).
Communication Strategies

As with previous series, Soul City 10 is designed to educate, inform, and entertain. Complemented by community-based activities, including working with taverns and shebeens to make them safer, Soul City 10 was produced to encourage awareness, dialogue, and actions to make social spaces safer by reducing alcohol fuelled violence. The series was designed to role model new ways for communities to interact to make their areas safer.

The storyline focuses on the love story between young Dimpho Miya and Menzi Maponya, as well as a community struggling to come to terms with the stabbing of a young man, Dimpho's brother Mandla, at a local tavern. Mandla's father is angry at Philani Maponya, Menzi's father, for not ensuring the safety of his customers. A bitter feud develops between the two men and Dimpho and Menzi are forbidden to see each other, though they continue to meet in secret.

Even when Philani’s 17-year-old daughter, Lindiwe, is knocked down by a drunk teacher from Soul City High, he continues to insist that, as a tavern owner, he is not responsible for the drinking habits or the safety of his customers. This is not a view shared by his wife, Thandeka, who teaches at the high school. Thandeka is concerned about one of her grade 8 students, Thoko Gumede, who has visible bruises but insists everything is fine at home. However, while her mother works hard to support the family, Thoko’s father Jo-Jo spends the little money they have on alcohol and gets drunk and abusive. After many events in the community, including the burning of the shebeen, Tifo eventually contacts the local Community Police Forum and a meeting is called to launch the Safe Drinking Campaign.

Click here for a detailed episode breakdown.

Development Issues

Alcohol, violence

Key Points

According to Soul City, in South Africa violence is very often related to alcohol abuse. In addition, it has been shown internationally that changing the way people drink and reducing the availability of alcohol reduces violence. For this reason Phuza Wize seeks to change South Africa's drinking norms, creating a supportive environment for moderate drinking.

Sources

Soul City website on November 16 2011.