Soul Buddyz Three: Target Audience Research

Soul Buddyz is a multi media "edutainment" vehicle from Soul City for children aged 8-12 years old. It is designed to promote their health and well-being. It consists of a television drama, radio drama and a book for use in theGrade 7 Lifeskills classroom.

In keeping with the Soul City model, each series in the programme is accompanied by a marketing strategy, to generate audiences and to get people talking and thinking about Soul Buddyz. An advocacy campaign also accompanies each series, to help create an enabling environment for change. In order to undertake these campiagns, and to create appropriate storylines, audience research is undertaken before embarking on a new series.

The audience research for Soul Buddy Three is comprised of 5 reports:

• Children's perceptions of how schools are providing support for children affected by HIV/AIDS and what they think they should be doing: This report covers the HIV/AIDS and schools theme.
• Children's understanding and perceptions of nutrition, health and body image: This report covers the nutrition theme.
• Children's understanding of financial management and the role money plays in their lives: This report covers the financial management theme.
• Girls' and boys' perceptions of masculinity: This report covers the gender and masculinity theme.
• Gender, Sexuality and Masculinity In The Context Of Disability: This report covers disability.