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 cila.comminitcila.com and is linked with The CI Global site.
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Impact Data - Consequences - Africa

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Methodologies
A Rapid Assessment Evaluation, consisting of telephone surveys and fax letters questions regarding the use of the film and appeal to audiences was conducted between 1989 and 1992. Countries participating in the Rapid Assessment Evaluation were: Uganda, Ethiopia, South Africa, and Burkina Faso. Interviews, survey and participant observation of film viewings and discussion were used to evaluate the impact of" Consequences" in an educational setting in Kenya in 1991. In 1993, a project under which 75 Zimbabwean schools received copies of "Consequences" was evaluated through a survey regarding the use of the film; 45% of the participating schools responded to the survey.
Knowledge Shifts
The results of the Kenyan evaluation showed that:
  • Audiences participating in the study found "Consequences" highly entertaining and educative
  • The Zimbabwean production was found to be appropriate and realistic for participating Kenyan audiences, enhancing viewer involvement in the story and identification with film characters
  • Participating audiences understood film messages clearly and responded to messages that were salient
  • Participants linked positive role film models with responsible sexual behavior, negative role models with irresponsible behaviour, and either behaviour with its consequences
  • identification with positive film role models was related to responsible attitudes and intended behaviour related to sexuality
Practices
The results of the Kenyan evaluation showed that:
  • The film was effective in expanding the client base for family planning organisations
  • In the context of family life education, "Consequences" apparently contributed to declining rates of pregnancy in schools
Access
The results of the Rapid Assessment Evaluation estimated that:
  • Approximately 25,000 people in South Africa had seen the film
  • Approximately 39,000 people in Ethiopia had seen the film
  • Approximately 50,000 people in Burkina Faso had seen the film

The results of the Zimbabwean schools project evaluation showed that:
  • The film was being used in all the schools surveyed
  • More than 19,000 students had seen the film through the project
  • 85% of the schools surveyed said they used the film as a point of departure for discussion with students
Other Impacts
The results of the "Rapid Assessment Evaluation" showed that:
  • The film was effective in engaging audiences
  • The film was effective in communicating its messages to audiences
Source
"The Use of Mainstream Media to Encourage Social Responsibility: The International Experience" - The Henry J. Kaiser Family Foundation - Prepared by: Jennifer Daves and Liza Nickerson - The Media Project.