Soul Beat Africa
African development action with informed and engaged societies
Soul Beat Africa
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 lainiciativadecomunicacion.com and is linked with The CI Global site.
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ID Ur-Self NOW! Campaign

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The ID Ur-Self NOW! campaign, conceptualised and implemented by the Communications Chief Directorate of the South African Department of Home Affairs and launched in March 2008, seeks to encourage learners and young people from the age of 16 and up to apply for identification documents (IDs). One of the key objectives was to ensure that every South African has an ID to register for and vote in the 2009 general elections.
Communication Strategies

A major part of the campaign involved a school outreach programme. Schools across the country were visited and learners were encouraged to apply for IDs. After applications were processed, IDs were delivered to the respective schools for all those who applied. According to organisers, after visiting over 2,600 schools across the country, the Department processed close to 97,200 ID applications. The schools programme also included a lesson around citizenship education designed to fit in with the national curriculum. The campaign developed a lesson plan [PDF] for teachers and an activity sheet [PDF] for learners.

The campaign also developed a website which contains information about the importance of an ID, what a person needs to get an ID, and how and where to apply. It also includes contacts, a chat room, a schedule of road show events, a photo gallery, and short animated videos around getting an ID and keeping it safe.

The campaign also included a road show across 5 provinces that used radio talk and magazine shows, performances by celebrity youth ambassadors, print materials, and short message service (SMS) to encourage youth to get their ID document, as well as to promote voter and democracy education. This aspect of the campaign is linked to the Khululeka Siyavota television series, launched in January 2009 to motivate youth and public participation in the 2009 general elections.

Development Issues

Democracy and Governance, Youth.

Key Points

The campaign won the Government Communicator of the Year Award and the National Ubungcweti Award 2008.

Partners

Department of Home Affairs; Department of Education, National Youth Commission (NYC) and its provincial chapters; Southern African Broadcasting Corporation (SABC); Independent Electoral Commission (IEC).

Sources

'Home Affairs scoops the coveted Government Communicator of The Year Award 2008' press release and ID Ur-Self NOW! website on December 10 2008.