African development 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.
Time to read
1 minute
Read so far

Friend For Life - South Africa

0 comments
'A Friend For Life' is a children's radio drama aimed at safe and sensible electricity consumption and use. It is an Eskom project in conjunction with ABC Ulwazi. The project uses radio to convey the dangers of electricity through a series of 6 programmes, each 10 minutes in length, produced in English, isiZulu, SeSotho, Sepedi, Afrikaans, and Xhosa. The dramas are aimed at the 6 to 14 year-old listener group and their caregivers.
Communication Strategies

As part of the first phase, 40 community radio stations participated in a training workshop in August 2002 on the content of the programmes. The workshop was also designed to encourage stations to produce further programmes using children as their main inspiration.


The 6 mini dramas in 6 different languages formed the basis for the second phase of the project. All research, storylines, and scripts were already completed and approved by Eskom. ABC Ulwazi proposed the translation and production of the 5 additional languages in Ndebele, Venda, Tsonga, Tswana and Swati. As in the first phase, the themes were:

  • Low hanging power lines
  • Broken power lines, lying on the floor
  • Objects on or over power lines, such as kites or ladders
  • Buildings under power lines
  • Substations and mini-substations
  • Unsafe connections, plugs and sockets
  • The dangers of stealing electricity
  • The danger of tampering with substations or electricity meters


The production process was carried out in two phases. Five translators were employed on a freelance basis. Their scripts were scrutinsed and then edited to reflect vernacular changes designed to help the stations understand. A team of language advisors made sure that the messages were clearly understood. The languages Ndebele and Swati were recorded at the SABC, Ligwalagwala FM studios in Nelspruit. The recordings took place on weekends to enable the kids to get into their characters and to help them maintain a longer attention span.


The recorded material was edited then mixed with sound effects, background music and stings gathered during the first phase. Eskom had already commissioned - for other purposes - the composition of a kwaito song about electricity; this music was again used.

Radio stations were asked to broadcast the drama during Child Injury Prevention Week in August. The stations were encouraged to discuss the themes and messages with their listeners.

Development Issues

Children, Health.

Partners

Eskom, ABC Ulwazi.

Sources

Letter sent from Lynn Taylor to Soul Beat Africa on October 16 2003.