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The treatment of AIDS in Soul Buddyz : a multimedia campaign for children's health in South Africa

GOLDSTEIN, Susan
et al
October 2002

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"Soul Buddyz" is a mass media "edutainment" vehicle for children aged 8-12 years old, based on the successful "Soul City" adult vehicle. The methodology was used to reach children with important messages about AIDS, youth, sexuality and gender. The series was developed through an interactive process involving children, and consists of a 26-part television drama, a 26-part radio magazine programme in three local languages, and a lifeskills book distributed to one million 12 year old children. The series was accompanied by an advocacy campaign to reach policy makers and to enrich NGOs' ability to be child rights activists. The evaluation of the series shows that 67% of South African children accessed "Soul Buddyz". Binary logistical regression showed that those children had increased knowledge, showed improved attitudes, and discussed the issues more than those who didn't use the materials. Further the materials improved parents' understanding and willingness to interact with children about difficult issues such as sex, AIDS and gender

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