INTEGRATED ACTIVITY FLAG:

This activity also relates to activities in Condoms and Other Prevention (#7397) and ARV Services (#7396).

SUMMARY:

Soul City has received PEPFAR funding since FY 2005 to implement a media and community-driven program to strengthen prevention, and increase awareness of and demand for HIV care and treatment services. The major emphasis area is community mobilization/participation. Other emphasis areas include: information, education and communication; local organization capacity development; and training. There are five activities. Three activities target adults and children nationally using multimedia, and two activities build on this through training and community mobilization of adults and children.

BACKGROUND:

The activities are ongoing. Soul City has a long history of partnership with the South African Government, collaborating with the National Departments of Health (NDOH), Education (DOE), Social Development (DOSD), Transport, and Public Service and Administration, which includes financial support from NDOH, and potentially DOSD in the future. In addition, Soul City partners with 18 NGOs to implement the community mobilization program. All Soul City interventions address gender issues, particularly those associated with driving the epidemic (e.g., power relations and gender violence). Violence reduction will be a focus over the next five years as will the issues that promote violence, like substance abuse.

ACTIVITIES AND EXPECTED RESULTS:

ACTIVITY 1:

The Soul City TV series, 13 episodes for a family audience, broadcast during primetime in May 2008; 30 radio drama episodes in nine languages; and a 36-page color booklet for adults printed in four languages, with one million copies distributed through newspapers, health facilities, partners and community organizations. The booklet will focus on HIV and relationships, particularly concomitant partners. Other issues addressed are HIV prevention that promotes abstinence and faithfulness, and decreasing stigma. The series will cover gender in HIV prevention, violence reduction and substance abuse. PEPFAR funds will be used for 30% of this activity.

ACTIVITY 2:

Soul Buddyz is aimed at children, 8 to 12 years of age and comprises: 1) 13 TV drama episodes for children and their parents, broadcast in primetime July 2008; 2) 13 TV episodes for children called Buddyz on the Move; 3) 26 radio episodes in nine languages; 4) development, printing and distribution of one million copies of a 42-page color parenting book in four languages from July 2008; 5) development of a 116-page grade 7 life skills book distributed to pupils in July 2008; and 6) marketing to promote and link these materials. This activity contributes to PEPFAR objectives by averting new infections through behavior change. The topics the Soul Buddyz series will cover are HIV prevention, in particular the promotion of abstinence and faithfulness, and youth sexuality. The Soul Buddyz intervention deals with a range of developmental topics relevant to children's lives and not only to HIV and AIDS. It will also deals with violence reduction and road safety. PEPFAR funds will be used to support 30 percent of this activity.

The following two activities depend on the media activities for their credibility and impact at a community level.

ACTIVITY 3:

Based on the Soul Buddyz intervention, Soul Buddyz Club is a community mobilization intervention aimed at children, largely at schools and facilitated voluntarily by teachers.

Children in the clubs learn about life skills covered in the Soul Buddyz series (that stress abstinence and being faithful (AB) messages) and are encouraged to do outreach work in their schools, families and communities. Nationwide, 2500 clubs already exist, and in FY 2007 Soul City will establish another 1000 clubs. To achieve this, it will conduct 20 training sessions for facilitators; develop, print and distribute 5000 annual club guides; hold a national congress for clubs and their facilitators; develop, print and distribute 30,000 newsletters and posters bi-monthly; and run Buddyz club competitions. The clubs will focus on preventing HIV infection, AIDS and its impact on schools; youth sexuality focusing on skills development; and violence reduction and road safety. PEPFAR funds will be used to support approximately 80 percent of this activity. Soul City emphasizes building the capacity of facilitators so they can support clubs into the future. This will be done in partnership with the DOE at both national and provincial levels. This activity contributes towards PEPFAR objectives by averting new infections through increasing self esteem and behavior change.

ACTIVITY 4:

Soul City develops flexible training materials in five local languages to use in facilitated learning settings, and in the general public. These deal with all aspects of the epidemic, particularly AB prevention, antiretroviral therapy support, and support for home-based care and orphans and vulnerable children. These materials are used by 18 partner NGOs in a cascade training model. Trainees are given the support and skills with which to become mobilizers in their community. More than 200 training sessions will be conducted in FY 2007 with an average of 30 people per session. In addition, materials are made available to a wide range of institutions that make use of the materials in their work. A minimum of one million copies of materials will be made available. PEPFAR funds will be used to support approximately 70 percent of this activity.

ACTIVITY 5:

[This activity is carried out by a partner organization "Heartlines," and is described more fully in Prevention/Other (#7397) in this COP.] Eight TV drama films and a story book focusing on values will be distributed for use in multiple settings. The films and book were produced in FY 2006 with other donor funds. These films were complemented by a book for parents on teaching values to children. The book includes ten stories to be read to children 3 to 6 years of age, focusing on the same values as the films. These films were adapted in FY 2006 for use in grade 10 classes and an accompanying facilitator manual was produced. In FY 2007 the material will be duplicated and distributed to all public high schools. Teachers will adapt the children's book to be distributed to all registered preschools and primary schools. In partnership with DOE, teachers will also be trained to use the materials.

The long-term sustainability of Soul City is addressed by diversifying its funding sources and by establishing a broad-based Empowerment Company which can take ownership of shares and whose dividends will accrue to Soul City. An Empowerment Company is one aims to strengthen small businesses and expand them in order to encourage investments from outside investors.

To determine the impact of the activities, Soul City and another PEPFAR partner, Johns Hopkins University Center for Communication Programs, will implement a nationally representative longitudinal panel design evaluation, which, together with propensity score analysis, enables one to attribute change to the intervention with a high degree of certainty, as the change is clearly measured in a time sequence, and the "control" is controlled for demographics, other interventions, other attitudes and behaviors. This allows a high degree of certainty about what the cause of the change is. (This activity is funded under the JHU PEPFAR program and described in that COP entry.) Soul City has reached over 6 million children and 22 million adults with AB prevention messages in FY 2006.

Soul City's activities will contribute to the PEPFAR 2-7-10 goals, focusing on prevention (specifically abstinence and being faithful) and care and treatment awareness.

INTEGRATED ACTIVITY FLAG:

This activity also relates to activities in AB (#7395) and ARV Services (#7396).

SUMMARY:

"Heartlines" is a values-based, media-led intervention that aims to mobilize the faith-based community in Southern Africa to prevent the spread of HIV by promoting abstinence and faithfulness, as well as decreasing stigma and increasing care for those infected or affected by HIV and AIDS. The major emphasis area is information, education, and communication. Minor emphasis areas include community mobilization/participation and linkages with other sectors and initiatives. Target populations include children and adults, people living with HIV and AIDS, communities, teachers and faith- and community-based organizations.

BACKGROUND:

This is an ongoing activity and was first funded by PEPFAR in FY 2006. This intervention complements Soul City's existing activities, targeting faith-based organizations (FBOs) nationally using prevention messages that will best resonate with this group. Mass Media Project (MMP), a Soul City sub-partner, is implementing the project. It is an NGO set up in 2001 with seed financing and with technical support from Soul City. The MMP works with the Government Communications and Information Services as well as the Department of Education. Decreasing gender disparity especially in an FBO context is a key focus.

ACTIVITIES AND EXPECTED RESULTS:

"Heartlines" aims to revive in South and Southern Africans the positive value system that traditionally prevailed. In so doing, it will lead to the re-examination of people's norms and values. It aims to lead to the prevention of new infections, decreased stigma and increased levels of care for those already infected with HIV. It aims to mobilize at least 50 percent of all FBOs in South Africa in support of this objective. Implementation started in July 2006. Areas of legislative interest include gender as it related to male norms and behaviors and reducing violence and coercion; others include stigma and discrimination and education.

This intervention is a partnership with the Nelson Mandela Foundation, a major South African Bank and the Public Broadcaster, along with four other smaller donors. They have between them already contributed over $4 million to this intervention to date.

ACTIVITY 1 (Distribution of eight TV drama films and a story book for use in multiple settings):

The eight films and the book were produced in FY 2006 with other donor funding. They were aired at primetime across all public broadcast TV stations and were hugely popular. Each film focused on a different value: abstinence and delayed gratification, self control, perseverance, tolerance and acceptance of difference (stigma reduction), positive parenting with an emphasis on men, forgiveness and integrity and grace (second chances). A spiritual dimension was introduced in the dramas which, for most Africans, is the highest source of moral authority. Multiple other media platforms in radio, TV and print media were used in the period of broadcast to integrate the values raised, in particular in relation to HIV and AIDS and other contributing social issues such as violence against women and so stimulate a national debate. These films were complimented by a book for parents on teaching values to children. The book includes ten stories to be read to 3-6 year olds, focusing on the same values as the films.

Both the children's book and films were adapted in the course of FY 2006 for use in FBOs; and a facilitator guide will be produced. They will be duplicated and distributed in the course of FY 2007 to at least 20,000 FBOs. At least 24 training/mobilization events will be held nationally with FBOs in support of the materials and their messages.

PEPFAR funding will contribute 80 percent of this budget.

ACTIVITY 2 (Adaptation of the films for use in workplace programs and prisons):

Considerable interest has been forthcoming for the use of these films in workplace management and HIV and AIDS programs as well as from the Department of Correctional Services. Consequently an adaptation of the films will be made with support training materials for this purpose. PEPFAR funding will contribute to the development of the materials but not the duplication and distribution. The major emphasis area is information, education, and communication. Areas of legislative interest include gender as it relates to male norms and behaviors and reducing violence and coercion, others include stigma and discrimination and education.

In the course of FY 2007 further values-based media programs will be developed under the Heartlines brand as an HIV intervention. They may include an initiative targeting preschool children and one aimed at teenagers. These will initially not require PEPFAR funding and will be funded by other donors.

These materials will first have impact in South Africa and then be available for use across the region through Soul City's regional program.

A major public-private partnership has been forged by the MMP which sees approximately 50 percent of project funding provided by a South African bank. Indications are that this will continue. Further funding will be forthcoming from the public broadcaster as well. As the MMP is a relatively new organization, work will be done on career development and other organizational development.

These activities contribute to the PEPFAR goal of averting 7 million new HIV infections.

INTEGRATED ACTIVITY FLAG:

This activity relates to Soul City's Other Prevention (#7397) and AB (#7395) activities described elsewhere in the COP.

SUMMARY:

Soul City is implementing a media and community-driven program to strengthen prevention, and increase awareness of and demand for HIV care and treatment services, including treatment literacy. There are two activities which target adults and children through training and community mobilization nationally. The major emphasis area for the project is community mobilization/participation. Other emphasis areas include: information, education and communication; local organization capacity development; and training.

BACKGROUND:

Soul City has received PEPFAR funding since FY 2005 to implement a comprehensive HIV and AIDS program that includes improving access to treatment and adherence counseling. Soul City has a long history of partnership with the South African Government (SAG), collaborating with the National Departments of Health (NDOH), Education (DOE), Social Development (DOSD), Transport, and Public Service and Administration, which includes financial support from NDOH, and potentially DOSD in the future. In addition, Soul City partners with 18 NGOs to implement the community mobilization program.

All Soul City interventions pay particular attention to addressing gender issues particularly those that are associated with driving the epidemic. These include power relations and gender violence. Violence reduction will be a particular focus of Soul City over the next five years as will those issues that promote violence such as substance abuse. There are 18 partner NGOs which currently implement training and community mobilization activities across the country.

ACTIVITIES AND EXPECTED RESULTS:

ACTIVITY 1: Soul Buddyz Club

Based on the Soul Buddyz media intervention (described under Prevention), Soul Buddyz Club is a community mobilization intervention aimed at children, based mainly at schools and facilitated voluntarily by teachers. Children in the clubs learn about life skills covered in the Soul Buddyz series and are encouraged to do outreach work in their schools, families and communities. Nationwide, 2500 clubs already exist, and in FY 2007 Soul City will establish another 1000 clubs. To achieve this, 20 training sessions for facilitators (25 people per session) will be held. In addition 5000 annual club guides will be developed and printed; a national congress for clubs and their facilitators will be held; 30,000 newsletters and posters will be distributed bi-monthly; and run Buddyz club competitions. The content focus of the clubs will be AIDS and its impact on schools; AB, sexuality and focusing on the prevention of HIV transmission as well as violence reduction and substance abuse. The Clubs offer a major opportunity to educate children on all aspects of treatment. These children then become peer educators as well as being able to support people in their communities on treatment. PEPFAR funding will be used to support approximately 80 percent of this activity. These activities will address gender, stigma and discrimination and education. Soul City places a specific emphasis on building the capacity of the facilitators so that they can support clubs into the future. This will be done in partnership with the DOE at both a national and provincial level. This activity contributes towards PEPFAR objectives by promoting treatment literacy and treatment compliance.

ACTIVITY 2: IEC materials

This activity relates to information and training materials for use in facilitated learning settings, as well as the general public. Soul City develops flexible training materials in five local languages. These deal with all aspects of the epidemic, in particular prevention stressing AB as well as antiretroviral treatment (ART) support and support for home-based care and orphans and vulnerable children. These materials are used by 18 sub-partner

NGOs in a cascade training model. Through this training, trainees are given the support and skills with which to become mobilizers in their community. More than 200 training sessions will be conducted in FY 2007 with an average of 30 people per session. Soul City has produced the following treatment literacy materials: a booklet for people newly on ART; a booklet for healthcare workers providing ART; and a booklet for people who are caring for children on ART.

In FY 2007 these materials will be updated and translated into other languages if necessary. At least 500,000 copies of these materials will be distributed through Soul City's training partners and to facilities providing ART, including PEPFAR partners.

PEPFAR funding will be used to support approximately 70 percent of this activity. This activity addresses gender, stigma and discrimination and education with particular attention to building the organizational capacity and sustainability of the implementing NGO sub-partners in the form of organizational and human resource development assistance. This activity contributes towards PEPFAR goals by promoting treatment literacy and treatment compliance.

The long-term sustainability of Soul City is being addressed through diversifying its funding sources as well as through the establishment of a broad-based empowerment company which can take ownership of shares and whose dividends will accrue to Soul City.

By providing clear and relevant messages regarding ARV treatment and adherence, Soul City's activities will have a direct and measurable impact on demand for and effective use of ARV treatment in South Africa. These achievements will contribute to the realization of the Emergency Plan's goal of treating 2 million people, and support the treatment goals outlined in the USG Five-Year Strategy for South Africa.