<p><font size="3"><strong>SOUL CITY INSTITUTE</strong></font></p> <p><font size="2"><strong>Media Release</strong></font></p> <p>Soul City and Soul Buddyz prove their impact again</p> <p>23 May 2007:&nbsp; A recent survey of nearly 4 000 South Africans aged 15 - 24 has revealed that television programmes, such as Soul City and Soul Buddyz, play a critical role in HIV prevention in South Africa. </p> <p>The Kaiser Foundation / SABC survey reinforces research commissioned by the Soul City Institute which highlights the critical role that Soul City plays, and confirms the importance of the institute as a key player and producer of a very popular and impactful HIV and Aids programmes on television.</p> <p>Television and radio have the most reach when it comes to young people in this country - who are most affected by and vulnerable to infection with HIV.&nbsp; The young people in the Kaiser Foundation survey say they want more information about HIV and Aids, and they are open to receiving the facts from the media.</p> <p>The study shows an impact statistic of 65% from Soul City and of 46% from Soul Buddyz, which are both produced by the Soul City Institute.&nbsp; This is compared to the next most impactful programme Tsha Tsha which came in at 41%.</p> <p>&ldquo;This independent survey corroborates our own evidence that Soul City and Soul Buddyz have a significant impact on their intended target audiences, improving knowledge and changing behaviour relating to HIV prevention and other health and development issues. It certainly shows our donors that what we are doing together is working,&rdquo; said John Molefe Senior Manager Marketing and Public Affairs, Soul City Institute. </p> <p>Around 75% of young people have a television in their home and the Soul City TV series, was named as the second most watched programme, after Generations. </p> <p>Respondents mentioned that not only are programmes like Soul City important for young people as a whole, but that they have helped them make better choices about their sexual behaviours. </p> <p>For children between 8 and 12 the Soul Buddyz materials and Soul Buddyz Club assist in learning and developing skills that improve their lives, schools and communities.&nbsp; The Soul City / Soul Buddyz brand is thus firmly entrenched in the hearts and minds of even the youngest South Africans.</p> <p>With a mandate to make an important contribution to social change in South Africa, both Soul City and Soul Buddyz are proving to be forerunners in the bid to positively shape young minds, their behaviour and in so doing, the future of South Africa.</p> <p>Soul City and Soul Buddyz are product of the Soul City Institute, developed as a public private partnership between the Soul City Institute, BP and Old Mutual. Soul Buddyz is a co-production with SABC Education. The series is also supported by the Department of Health. International donors include Development Co-operation Ireland, the United Kingdom Department for International Development (DFID) and PEPFAR through CDC. ENDS</p> <p>&nbsp;</p> <p>For further information please call Onyx Marketing Communications:&nbsp;&nbsp; Mpume Ncube on 083 222 5184, <a href="mailto:mpume@onyxmarketing.co.za">mpume@onyxmarketing.co.za</a> </p> <p>&nbsp;</p> <p>For the editor:</p> <p>&nbsp;</p> <p>The full Kaiser Report Foundation can be sent on request as a .pdf.</p> <p>&nbsp;</p> <p>Soul City Evaluation 2006</p> <p><a href="http://www.soulcity.org.za/programmes/research/evaluations/soul-city-series-7/">http://www.soulcity.org.za/programmes/research/evaluations/soul-city-series-7/</a>&nbsp; (There are 2 reports)</p> <p>Soul Buddyz Evaluation 2006</p> <p><a href="http://www.soulcity.org.za/programmes/research/evaluations/soul-buddyz-series-3/soul-buddyz-evaluation-report-2006.pdf/view">http://www.soulcity.org.za/programmes/research/evaluations/soul-buddyz-series-3/soul-buddyz-evaluation-report-2006.pdf/view</a> (one report)</p> <p>Soul Buddyz Clubs Evaluation 2005</p> <p><a href="http://www.soulcity.org.za/programmes/research/evaluations/soul-buddyz-clubs/soul-buddyz-club-evaluation-reprt-2005-2.pdf/view">http://www.soulcity.org.za/programmes/research/evaluations/soul-buddyz-clubs/soul-buddyz-club-evaluation-reprt-2005-2.pdf/view</a></p> <p>&nbsp;</p> <p>&nbsp;</p>