Using popular culture for social change: Soul city videos and a mobile clip for adolescents in South Africa

摘要

The Soul City Institute for Health and Development Communication (SCI) is a South African NGO and the largest social and behaviour change communication project in Africa. Social and Behaviour Change Communication (SBCC) is the systematic application of interactive, theory-based, and research-driven communication processes and strategies that go beyond individual behaviour change approaches to also address the social and structural drivers of unhealthy behaviours. Using a combination of mass media, social mobilisation and advocacy, the SCI aims to improve the quality of life and health of people in Southern Africa through strengthening individuals, communities and society based on active citizenship and principles of health equity and social justice.