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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Soap Operas: Principles of Effectiveness

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  1. Conduct formative research to design the programme.
  2. Identify the central educational value and establish a moral framework.
  3. Evaluate the role of television (or radio) in society, the television production and broadcast facilities, and the availability and appropriateness of commercial advertisers.
  4. Evaluate the infrastructure that supports the educational issue to be sure it is adequate to meet expected demand.
  5. Assess the appropriateness of the entertainment-education format, in light of the demographic and socio-cultural characteristics of the audience
  6. Assess the physical characteristics of the intended audience to design life-like characters, sets and costumes.
  7. Collaborate with social scientists and formative researchers to inform the production team about the educational issue to be promoted.
  8. Facilitate cooperation between the creative and production personnel.
  9. Design character profiles and paths based on the moral/values framework, and write the scenes, episodes, scripts and epilogues accordingly.
  10. Shoot (or tape) the episode.
  11. Assess the effects of the entertainment education soap opera.
Source
Singhal & Rogers, 1999, Entertainment-Education: A Communication Strategy for Social Change, L. Erlbaum Assoc., as quoted in "Communication / Behaviour Change Tools: Programme Briefs - NO. 1 Entertainment Education, January 2002 [click here for the PDF version of this brief].