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 - Soul City: Multi-Media TB Strategy

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Date
Methodologies
These series of longtitudinal evaluations are designed to assess both the individual and social contexts impacting attitudes and behaviour. A number of research techniques were used to ascertain exposure to Soul City and the impact of the campaign. These techniques included surveys (200 respondents each from 4 sites), focus groups, and in-depth interviews. The latter involved discussions with key role players in each of the communities, including health workers; representatives of political, civic, youth and women's organisations; teachers; representatives of community police forums; local government councillors; and traditional healers. A baseline study was conducted in August 1997, prior to Soul City III, followed by a post-production evaluation in November 1997.
Knowledge Shifts
Before the TB-related Soul City episodes, more respondents with formal education felt they were at risk than those with no formal education. This pattern was reversed after the Soul City episodes were aired. Results also showed improved knowledge regarding TB symptoms and treatment. The survey revealed that knowledge of TB remained high and that there was an increasing level of knowledge from Soul City II to Soul City III. Although the effect of Soul City specifically in achieving this increase was not clearly apparent, access to media generally seemed to be a significant factor. In the Soul City II evaluation, 92% of respondents had heard about TB. This figure rose to 98% in the evaluation of Soul City III.
Practices
This evaluation indicates that increased knowledge of the importance of continuing treatment for TB (even though the recipient feels better) will be a crucial ongoing practice to help to curb the spread of TB.
Attitudes
TB carries with it misconceptions about the type of people who may contract the disease and also its contagious nature. After the Soul City series, people understood that TB is not just a lower-class disease and that, if treatments are ongoing, TB is no longer contagious. "These misconceptions were reduced by 12% after Soul City."
Increased Discussion of Development Issues
The entertainment value of the Soul City programmes is such that people will often watch them/listen to them in a social setting that encourages dialogue around the highlighted smoking issue. "Over half of those who accessed Soul City discussed it afterwards with friends, family or at school."
Access
61% of all respondents were exposed to the Soul City media. The television programme was extremely popular and reached nearly 2 million people every week: 57% of TV viewers saw Soul City TV. In addition, 41% of radio listeners heard Soul City radio and 37% of newspapers readers saw the Soul City booklets.
Source
Soul City Series Two and Series Three Evaluations.