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CAMPAIGNS
PROGRAMMES
PRIME TIME TV
Siyayinqoba Campaign Logo - Our Work - Community Media Trust
SIYAYINQOBA
from 1998 and still going
TV, radio, community, out-of-home, social media, print; IEC
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Better Labels Campaign Logo - Our Work - Community Media Trust
Less Sugar Campaign Logo - Our Work - Community Media Trust
Zwakala Campaign Logo - Our Work - Community Media Trust
Lekipkip Campaign Logo - Our Work - Community Media Trust
Lekipkip Campaign Logo - Our Work - Community Media Trust
As'bangene Campaign Logo - Our Work - Community Media Trust
Shap Campaign Logo - Our Work - Community Media Trust
Man Up SA Campaign Logo - Our Work - Community Media Trust
Man Up Namibia Campaign Logo - Our Work - Community Media Trust
Side-by-Side Campaign Logo - Our Work - Community Media Trust
S'khathi Sethu Campaign Logo - Our Work - Community Media Trust
Zithande Campaign Logo - Our Work - Community Media Trust
iKapa Cares Campaign Logo - Our Work - Community Media Trust
Made by Mom Campaign Logo - Our Work - Community Media Trust
She Conquers Campaign Logo - Our Work - Community Media Trust

CAMPAIGNS

SIYAYINQOBA

Offering

DATES

Current (From 1998)

Siyayinqoba is a brand developed by Community Media Trust in 1998 to advocate for antiretrovirals to be made available in the public health system.

The brand has developed over time and remains a trusted and respected source of health information in South Africa.

Siyayinqoba Campaign Hero Video | Community Media Trust

Since its inception, the Siyayinqoba brand has touched the lives of many and continues to instil a culture of positive and responsible living. It has grown to include several forms of communication, training and outreach.

Community Media Trust utilises the Siyayinqoba brand to provide information about HIV and health in South Africa via various platforms including television, radio, print, social media and in the community. Siyayinqoba has changed and developed over time to remain a trusted and respected source of health information in South Africa.

Community Media Trust produced Siyayinqoba Beat It!, a hard-hitting magazine television show dealing with the impact of HIV/AIDS at a time in our history when antiretroviral treatment was not available in the public health sector. Through the inclusion of people living openly with HIV, the series sought to reduce stigma and discrimination while advocating for ARVs to be made available to all. It served as an advocacy tool to push the government to provide ARVs in public health facilities. The series premiered on e.tv in 1999 and aired on the channel for the first three seasons. From season four it was produced in cooperation with SABC Education and aired on SABC1. It finished its ninth season of this partnership in 2017, during which time Siyayinqoba reached almost 14 million viewers and it is estimated that repeat broadcasts on a number of community TV channels reached a further 700,000 viewers.

The Siyayinqoba Beat It! HIV/AIDS archive on YouTube draws from three main organisational legacies, that of Community Media Trust, the Treatment Action Campaign (TAC) and the AIDS Law Project (ALP). The archive ensures the conservation of the single most comprehensive audio-visual resource on the science of HIV/AIDS and the history of HIV/AIDS in South Africa.

Community Media Trust continues to run several campaigns under this flagship brand, including our community-based teams implementing the DREAMS and Coach Mpilo programmes.

Siyayinqoba Campaign | Gallery Image 1 | Community Media Trust
Siyayinqoba Campaign | Gallery Image 2 | Community Media Trust
Siyayinqoba Campaign | Gallery Image 3 | Community Media Trust
Siyayinqoba Campaign | Gallery Image 4 | Community Media Trust
Siyayinqoba Campaign | Gallery Image 5 | Community Media Trust
Siyayinqoba Campaign | Gallery Image 6 | Community Media Trust
Siyayinqoba Campaign | Gallery Image 7 | Community Media Trust
Siyayinqoba Campaign | Gallery Image 8 | Community Media Trust

CAMPAIGNS

Better Labels. Better Choices.

Partners

HEALA consortium, Vital Strategies

Offering

DATES

 2021 - current

The Better Labels Better Choices campaign encourages South Africans to demand warning labels on the packaging of unhealthy food items, and advocates government and the food industry to implement policy to this effect.

Better Lables Better Choice Campaign Hero Video | Community Media Trust

COMMUNITY MEDIA TRUST IS PROUD TO WORK WITH THE HEALA COALITION, A CONSORTIUM OF ORGANISATIONS THAT ADVOCATE FOR AN IMPROVED FOOD ENVIRONMENT IN SOUTH AFRICA.

We joined the coalition in 2022 as the mass media and communications partner and media strategies.

Ultra-processed food products can threaten our health with excessive sugar, salt, fats and added sweeteners, leading to diseases like type-2 diabetes and high blood pressure, which in turn can cause strokes or heart disease. Diabetes is a growing cause of illness and death in South Africa. The good news is the government is listening to public health experts and considering regulations that would force manufacturers to put warning labels on their unhealthy products.

  The draft regulations for this labelling also prohibit the marketing of unhealthy food and beverages in schools.

  Community Media Trust completed the brand development and testing phases, conducting participatory workshops and focus group testing with multiple audiences. We worked closely with Media Mix 360 to research and segment the target audience for media placement and scheduling. We produced several high-end advertisements for TV and radio in seven languages as well as digital assets, posters and merchandise to support the campaign.

The Better Labels Better Choices adverts were aired for six weeks on national television and radio in 2022 and hosted a highly successful Better Labels Better Choices campaign launch event, attended by press and social media influencers, which resulted in nationwide press coverage.

In 2023 the regulation for front-of-pack warning labels on unhealthy food packages was opened for public comment

The campaign pivoted to focus on increases in public support in favour of the regulation. This included TV, radio, print, social media and out of home advertising. The campaign was widespread, in multiple languages, and was on TV and radio for six weeks in the build-up to the closing date for public participation.

Overall, the campaign brought in 12,000 signatures in support of the regulation with the mass media contributing to 41%; 5115 of the petition signatures were directly linked to this. The campaign also took on a new strategy which included social media content creators who use their daily lives and stories to generate content and social media interaction.

Better Lables Better Choice Campaign | Gallery Image 7 | Community Media Trust
Better Lables Better Choice Campaign | Gallery Image 2 | Community Media Trust
Better Lables Better Choice Campaign | Gallery Image 3 | Community Media Trust
Better Lables Better Choice Campaign | Gallery Image 4 | Community Media Trust
Better Lables Better Choice Campaign | Gallery Image 5 | Community Media Trust
Better Lables Better Choice Campaign | Gallery Image 6 | Community Media Trust

CAMPAIGNS

Less Sugar. More Life.

Partners

HEALA consortium, Vital Strategies

Offering

DATES

 2021 - current

The Less Sugar More Life campaign promotes the annual increase of the sugar tax and encourages consumers to choose less sugary drinks.

Less Sugar More Life Campaign Hero Video | Community Media Trust

COMMUNITY MEDIA TRUST IS PROUD TO WORK WITH THE HEALA COALITION, A CONSORTIUM OF ORGANISATIONS THAT ADVOCATE FOR AN IMPROVED FOOD ENVIRONMENT IN SOUTH AFRICA.

We joined the coalition in 2022 as the mass media and communications partner and media strategies. The Less Sugar More Life campaign promotes the annual increase of the sugar tax and encourages consumers to choose less sugary drinks. Diabetes is one of the fastest-growing diseases globally and saw an increase in the number of people living with this chronic disease rising from 108 million in 1980 to 422 million in 2014. The prevalence of diabetes mellitus has rapidly increased in South Africa, from 4.5% in 2010 to 12.7% in 2019, and is expected to continue to rise. In South Africa, diabetes has a high mortality rate and there are roughly 4.2 million people living with the condition.

  The sugar tax policy in South Africa is used as a corrective tool to address soaring figures of obesity and other non-communicable diseases. More front-of-pack warning labels are essential because it makes nutritional information easier to locate, especially for individuals with low literacy levels.

Community Media Trust completed the brand development and testing phases, conducting participatory workshops and focus group testing with multiple audiences.

We worked closely with Media Mix 360 to research and segment the target audience for media placement and scheduling. We produced several high-end advertisements for TV and radio in seven languages as well as digital assets, posters and merchandise to support the campaign.

 The Less Sugar More Life adverts were on air for four weeks in early 2022 and held a flash mob with young people on the day of the budget speech to highlight the need for the minister to increase the health promotional levy tax. The flash mob generated lots of interest from the press and was an innovative way of drawing attention to the issue.

Less Sugar More Life Campaign | Gallery Image 1 | Community Media Trust
Less Sugar More Life Campaign | Gallery Image 2 | Community Media Trust
Less Sugar More Life Campaign | Gallery Image 3 | Community Media Trust
Less Sugar More Life Campaign | Gallery Image 4 | Community Media Trust
Less Sugar More Life Campaign | Gallery Image 5 | Community Media Trust
Less Sugar More Life Campaign | Gallery Image 6 | Community Media Trust
Less Sugar More Life Campaign | Gallery Image 7 | Community Media Trust

CAMPAIGNS

ZWAKALA

Partners

National Department of Health, UNICEF and UN Verified, CHAPS, The Aurum Institute, Accenture, Project Last Mile, and USAID

Offering

DATES

2020 - 2022 

Zwakala is a national campaign which aimed to increase the uptake of the COVID-19 vaccine amongst young people across the country. 

Zwakala Campaign Hero Image | Community Media Trust

Zwakala is a movement of young people who fought the spread of COVID-19 by choosing to get vaccinated and wear masks, while encouraging social distancing, sanitising and good ventilation to protect themselves as well as the ones they love.

The original Zwakala campaign, developed by UN Verified and piloted in Khayelitsha in Cape Town, focused on young adults aged 18-24 and on non-pharmaceutical messages as above. Building from this, Community Media Trust worked closely with the National Department of Health, UNICEF and UN Verified to further develop and test campaign messaging on vaccine confidence, focusing mainly on South Africans aged 18 to 33.

 Zwakala used a broad spectrum of real people telling their vaccine stories to create content around vaccine confidence and COVID-19 prevention. Other partners and donors, including CHAPS, The Aurum Institute, Accenture, Project Last Mile, and USAID, joined and expanded the Zwakala campaign with Community Media Trust as the central communications partner and media producer.

 In this role, Community Media Trust produced 54 television and 66 radio advertisements in multiple languages for the Zwakala campaign, for national broadcast in four provinces. The campaign further consisted of outdoor media, branded merchandise, posters, daily content creation and social media management. We produced a multitude of high-quality media materials in a short period, delivering on time so vaccine confidence messages reached the right people, at the right time.

Many young people felt messaging around vaccination had become saturated and was being ignored.

The 30-second ads and accompanying stills campaign were used across Zwakala social media pages, Google, YouTube and TikTok. The best performing platform was TikTok which has a younger audience, more engagement and a higher view time.

The casting of community champions and the use of high segmentation and language spread ensured the target audience related to the TV and radio materials and the adverts were broadcast on SABC1, 2 and 3, MultiChoice, Ster-Kinekor and ViacomCBS Networks Africa, covering a wide distribution range and reach.

Zwakala
included outdoor media in the form of murals, information pamphlets, posters, uniforms, brand merchandise and social media pages. The Zwakala Facebook and Instagram pages went live on 20 August 2020, the first day over-18s could register and get vaccinated in South Africa. All Zwakala materials carried a unique WhatsApp number so our target audience could contact us or ask questions. We measured the frequently asked questions and used these to adjust and measure the campaign’s efficacy. We also assisted people to register on the government’s vaccine registration platform, EVDS, via Facebook and the WhatsApp line.

All Zwakala material was made available for use across partners' social media platforms including the National Department of Health. It is important to note all of these materials were produced over a period of just three and a half months - from casting, creative conceptualisation, pre-production, production to post-production and delivery. This was an incredible feat for the Community Media Trust production team, who put in significant time, effort and dedication to get the work out.

 As the campaign matured, Zwakala campaign materials focused on dispelling myths around vaccines and vaccinations and increasing uptake of receiving a booster. We tested, developed and produced a series of videos and still images, using humour and irony to dispel myths. Zwakala was an innovative, highly segmented and effective campaign and we are proud to have contributed to the increase in vaccine confidence in South Africa, using our expertise and resources to assist with this.

Zwakala Campaign | Gallery Image 1 | Community Media Trust
Zwakala Campaign | Gallery Image 2 | Community Media Trust
Zwakala Campaign | Gallery Image 3 | Community Media Trust
Zwakala Campaign | Gallery Image 4 | Community Media Trust
Zwakala Campaign | Gallery Image 5 | Community Media Trust
Zwakala Campaign | Gallery Image 6 | Community Media Trust
Zwakala Campaign | Gallery Image 7 | Community Media Trust
Zwakala Campaign | Gallery Image 8 | Community Media Trust
Zwakala Campaign | Gallery Image 9 | Community Media Trust
Zwakala Campaign | Gallery Image 10 | Community Media Trust
Zwakala Campaign | Gallery Image 11 | Community Media Trust
Zwakala Campaign | Gallery Image 12 | Community Media Trust
Zwakala Campaign | Gallery Image 13 | Community Media Trust
Zwakala Campaign | Gallery Image 14 | Community Media Trust
Zwakala Campaign | Gallery Image 15 | Community Media Trust
Zwakala Campaign | Gallery Image 16 | Community Media Trust

CAMPAIGNS

LeKipKip

Partners

TB HIV Care, Johns Hopkins University

Offering

DATES

2022 - 2023

The LeKipKip campaign aims to increase the uptake of pre-exposure prophylaxis (PrEP) in selected districts of KwaZulu-Natal, North West, and Mpumalanga in South Africa.

Lekipkip Campaign Hero Video | Community Media Trust

The LeKipKip campaign is targeted at girls and young women aged 15-24, as well as female sex workers, and forms part of a research study led by Johns Hopkins University. 

PrEP is an effective pill you can take daily to prevent becoming infected with HIV, lowering the risk by more than 90%.

In developing the campaign brand, Community Media Trust ran a series of workshops and focus groups. In an attempt to find a new word for PrEP which is relatable to the audience, we ran a series of participatory workshops with the target audience and LeKipKip was created. LeKipKip refers to the colourful popcorn found all over the country at taxi ranks and schools – pop one pill once a day – LeKipKip. We produced four digital advertisements in four languages together with Information, Education and Communication (IEC) materials, digital posters and branded merchandise. We also developed monthly content for social media and supported the campaign through managing the LeKipKip social media pages and dedicated WhatsApp line. This included collating responses to lead generation adverts and linking those who want to access PrEP to TB HIV Care’s teams on the ground.

 Since the start of the page to date, the LeKipKip Facebook page has had 1,552 page likes and 55,066 page visits with a reach of 925,648.

Lekipkip Campaign | Gallery Image 1 | Community Media Trust
Lekipkip Campaign | Gallery Image 2 | Community Media Trust
Lekipkip Campaign | Gallery Image 3 | Community Media Trust
Lekipkip Campaign | Gallery Image 4 | Community Media Trust
Lekipkip Campaign | Gallery Image 5 | Community Media Trust
Lekipkip Campaign | Gallery Image 6 | Community Media Trust
Lekipkip Campaign | Gallery Image 7 | Community Media Trust
Lekipkip Campaign | Gallery Image 8 | Community Media Trust
Lekipkip Campaign | Gallery Image 9 | Community Media Trust

CAMPAIGNS

Power of Play

Partners

UNICEF

Offering

DATES

2024

The Power of Play is a national communications campaign that aims to improve knowledge about what play is, how play benefits children’s overall development and families’ mental health – and that play can happen “anytime, everywhere.”

Power of Play Campaign Hero Video | Community Media Trust

About Power of Play

Recognising the time constraints and stresses that parents in South Africa face, the campaign focuses on how everyday household activities can be an opportunity for play, learning, and development. When looked at through a child’s eyes, washing the dishes, hanging laundry, and planting seeds become adventures in imagination and opportunities to play and grow.

The primary campaign target audience is parents/caregivers of children aged 0 to 6 across South Africa, with a focus on poorer and rural households.

The campaign uses mixed media channels of video, digital content, radio, and print material and will include a documentary. It also uses in-person communications through play activations with parents/caregivers and children aged 0 to 6.

Power of Play Campaign | Gallery Image 8 | Community Media Trust
Power of Play Campaign | Gallery Image 9 | Community Media Trust
Power of Play Campaign | Gallery Image 10 | Community Media Trust
Power of Play Campaign | Gallery Image 7 | Community Media Trust
Power of Play Campaign | Gallery Image 1 | Community Media Trust
Power of Play Campaign | Gallery Image 2 | Community Media Trust
Power of Play Campaign | Gallery Image 3| Community Media Trust
Power of Play Campaign | Gallery Image 4 | Community Media Trust
Power of Play Campaign | Gallery Image 5 | Community Media Trust
Power of Play Campaign | Gallery Image 6 | Community Media Trust

CAMPAIGNS

AS’BANGENE

Partner

The Aurum Institute

Offering

DATES

October 2019 to September 2021

AS’BANGENE is a youth orientated campaign aimed at young women, their partners and friends to increase health seeking behaviour. It used popular elements such as dance, music, poetry and activation to engage young people.

As' Bangene Campaign Hero Image | Community Media Trust

Community Media Trust was commissioned by The Aurum Institute to test and develop a popular health brand which appealed to youth aged 15-24, particularly young women and their partners in Ekurhuleni district, in Johannesburg.

AS’BANGENE (meaning Let’s Do This) aimed to increase health seeking behaviour among youth, especially in relation to family planning, testing for and accessing treatment for HIV and other sexually transmitted infections; and increasing healthy lifestyle behaviour such as diet and exercise. We used human-centred design methodology, behaviour change communication, and participatory research with the target audience to design and produce a relatable campaign.

 The AS’BANGENE brand was flexible enough to incorporate multiple health themes and reach the desired audience through relevant media channels. All phases of the brand and message development process were done in participation with the target audience using focus groups, workshops, and digital testing.

AS’BANGENE used a mix of media channels to reach the target audience at the right time.

These included radio, video, social media, out-of-home advertising and face-to-face communication in the form of AS’BANGENE youth squad leaders. Radio took the form of content integration into already popular weekly youth shows and allowed for simultaneous audience interaction on WhatsApp and social media. All images included real people from the relevant geographical areas and social media was managed daily in multiple languages.

The AS’BANGENE youth squads ran WhatsApp groups in their neighbourhoods, creating a two-way communications stream between clients and the squad leaders, who would arrange meetings with young people at their nearest health facility and assist them to access the health services they needed. All teams were branded with T-shirts and other merchandise to increase brand trust and visibility.

As' Bangene Campaign | Gallery Image 1 | Community Media Trust
As' Bangene Campaign | Gallery Image 2 | Community Media Trust
As' Bangene Campaign | Gallery Image 3 | Community Media Trust
As' Bangene Campaign | Gallery Image 4 | Community Media Trust
As' Bangene Campaign | Gallery Image 5 | Community Media Trust
As' Bangene Campaign | Gallery Image 6 | Community Media Trust
As' Bangene Campaign | Gallery Image 7 | Community Media Trust
As' Bangene Campaign | Gallery Image 8 | Community Media Trust
As' Bangene Campaign | Gallery Image 9 | Community Media Trust

CAMPAIGNS

SiYAYiNQOBA SHA'P

Partner

TB HIV Care

Offering

DATES

2019 to current

Siyayinqoba SHA’P aims to increase awareness of antiretroviral treatment, support adherence to chronic medication, and encourage people who have defaulted on their treatment to start again.

Sha'p Campaign Hero Video | Community Media Trust

Community Media Trust adapted our flagship brand Siyayinqoba in the Eastern Cape to Siyayinqoba SHA’P as part of our work to support people living with HIV, in partnership with TB HIV Care

 A highlight has been the Siyayinqoba SHA’P romantic comedy radio drama that we developed and produced. The 2 seasons of six-episodes each, focused on starting HIV treatment, disclosure of HIV status, adherence, and the latest messaging around viral load suppression and protecting your partner from HIV. Community Media Trust shows a unique ability to use story and popular culture with integrated health messaging to reach target audiences.

Siyayinqoba SHA’P aims to increase awareness of antiretroviral treatment (ART), support adherence to chronic medication, and encourage people who have defaulted on their treatment to start again. The campaign also promotes fixed-dose combination therapy, improving adherence through only having to take one pill once a day. Digital materials included photographs of people living openly with HIV telling their stories. The campaign also included a weekly show on Umhlobo Wenene FM, the largest radio station in the Eastern Cape.

In 2022, we tested messaging for the “Undetectable = Untransmittable” (U=U) campaign and published messaging around U=U on social media and radio.

U = U means someone living with HIV who is adherent to treatment and has an undetectable viral load is unable to pass the virus on to their sexual partner. This is an important and motivating message to encourage people to adhere to treatment and live long and healthy lives.

Sha'p Campaign | Gallery Image 1 | Community Media Trust
Sha'p Campaign | Gallery Image 2 | Community Media Trust
Sha'p Campaign | Gallery Image 3 | Community Media Trust
Sha'p Campaign | Gallery Image 4 | Community Media Trust
Sha'p Campaign | Gallery Image 5 | Community Media Trust
Sha'p Campaign | Gallery Image 6 | Community Media Trust
Sha'p Campaign | Gallery Image 7 | Community Media Trust
Sha'p Campaign | Gallery Image 8 | Community Media Trust

CAMPAIGNS

Man Up
South Africa

Partners

TB HIV Care, Jhpiego, Society for Family Health, National Department of Health, McCann, Centre for Aids Development Research and Evaluation (CADRE)

Offering

DATES

2016 - 2019

Man Up is a national campaign to increase the uptake of voluntary medical male circumcision amongst men aged 18-35 as an HIV prevention strategy.

Man Up SA Campaign Hero Video | Community Media Trust

Community Media Trust developed and implemented the Man Up communications campaign promoting the uptake of Voluntary Medical Male Circumcision (VMMC) as an HIV prevention strategy.

The campaign supported CDC-funded partners to generate demand for VMMC services in districts in the Western Cape and KwaZulu-Natal, and was rolled out in various languages and across different demographics and segmented audiences.

  Community Media Trust was tasked with creating a campaign that spoke specifically to VMMC to create awareness about the benefits and deal with barriers, as well target the hard-to-reach men in South Africa. In particular, the campaign needed to appeal to South African men aged 15 to 34 and their influencers. In response, we utilised a human-centred approach, ensuring that the target audience and their influencers were central to the brand name, brand imagery, messaging and campaign materials developed. Man Up was developed in conjunction with the National Department of Health who endorsed the campaign with their logo appearing on all materials, and provincial Departments of Health to ensure appropriate tailoring for different target audiences.

Awareness of VMMC is high in South Africa, and there is fairly strong support for it, based on perceived health benefits. The country has diverse cultures, languages and demographics across the different target districts. Man Up used segmentation at district level - changing images, accent, taglines and logos to best relate to the target audience in a specific area. The campaign had a consistent look and feel but was adaptable to audiences anywhere in South Africa. This made the Man Up campaign dynamic and responsive, as demonstrated through the use of Man Up in the Western Cape, Soka in KZN. In the Western Cape, the target audience was specific to the so-called “coloured” men which is a hard-to-reach audience in areas dealing with violence and poverty. Man Up Western Cape use events and popular culture with the target audience to increase uptake for VMMC and we saw a significant increase.

All campaign materials were in multiple languages. 

Campaign elements included radio, television, out-of-home media, print and social media, face-to-face mobilisation, activations and events, and the development of standardised Information Communication and Education (IEC) materials used by VMMC service delivery partners.

Local celebrities acted as brand ambassadors, supporting Man Up through personalised radio and television messages and then amplifying the campaign by posting on their social media pages. Innovative campaign elements were developed to access hard-to-reach audiences. These included branding a drifting car and spinning the car at events supported by the target audience in the Western Cape, as well as collaborating with a popular maskandi artist to write a song about VMMC that was performed at concerts in KZN.

Man Up resonated across the continuum of a man’s journey to being circumcised - from relating to VMMC as an option for him to deciding to have the procedure done, and finally to advocating for VMMC and encouraging his peers. Man Up used consistent messaging, and the brand guidelines and look and feel of the campaign is adaptable to any district and country, for any demographic, and can incorporate and collaborate with other national health campaigns.

Man Up SA Campaign | Gallery Image 1 | Community Media Trust
Man Up SA Campaign | Gallery Image 2 | Community Media Trust
Man Up SA Campaign | Gallery Image 3 | Community Media Trust
Man Up SA Campaign | Gallery Image 4 | Community Media Trust
Man Up SA Campaign | Gallery Image 5 | Community Media Trust
Man Up SA Campaign | Gallery Image 6 | Community Media Trust
Man Up SA Campaign | Gallery Image 7 | Community Media Trust
Man Up SA Campaign | Gallery Image 8 | Community Media Trust

CAMPAIGNS

Man Up
Namibia

Partners

Abt Associates and the Namibian Ministry of Health

Offering

DATES

2020 - 2022

Man Up is a national campaign in Namibia to increase the uptake of voluntary medical male circumcision as an HIV prevention strategy amongst men aged 18-35.

Man Up Nambia Campaign Hero Image | Community Media Trust

Community Media Trust developed and implemented the Man Up communications campaign promoting the uptake of Voluntary Medical Male Circumcision (VMMC) as an HIV prevention strategy in South Africa in 2019.

In 2020, we expanded further afield with the implementation of the Man Up Namibia campaign. Community Media Trust formed part of the consortium for Scaling up Access for Expanded Voluntary Medical Male Circumcision (SAFE) in Namibia, led by ABT Associates and funded by USAID. Our role was to assist with demand creation and mass media to establish VMMC as a social norm in Namibia and encourage men aged 15 to 29 to volunteer for Medical Male Circumcision.

Drawing on our experience with the South African Man Up campaign, we adapted the brand to Man Up Namibia with new and innovative communication strategies to increase demand for VMMC in Namibia. This demonstrates that the Man Up campaign is dynamic and responsive and has trusted brand identity. It also shows Community Media Trust’s ability to develop brands which are agile and adjustable to audience segmentation.

Man Up Namibia campaign elements included a six-episode radio drama series in a romantic comedy format, as well as four drama-styled public service announcements for radio.

The drama series was produced in four local languages. An innovative component included a gif animation of each radio episode, which was re-mixed with the radio audio. These animations are broadcast quality, for use on TV and online platforms. This was Community Media Trust’s first animated drama series, and we are proud of the result and the versatility of the series, which can be used on TV, radio, digital, cell phone and social media. We also designed and procured a range of IEC materials and branded merchandise and supported the Namibian team through the creation of content for social media pages, referral of clients to VMMC services and other design elements such as clinic branding, newspaper ads, online ads and more. Community Media Trust’s contract to implement Man Up Namibia has concluded and all brand and campaign elements have been handed over to our partners.

Man Up Nambia Campaign | Gallery Image 1 | Community Media Trust
Man Up Nambia Campaign | Gallery Image 2 | Community Media Trust
Man Up Nambia Campaign | Gallery Image 5 | Community Media Trust
Man Up Nambia Campaign | Gallery Image 3 | Community Media Trust
Man Up Nambia Campaign | Gallery Image 4 | Community Media Trust
Man Up Nambia Campaign | Gallery Image 6 | Community Media Trust
Man Up Nambia Campaign | Gallery Image 7 | Community Media Trust

CAMPAIGNS

Side-by-Side

Partner

Ilifa Labantwana

Offering

DATES

2018 - current

Side-by-Side is a national campaign working to ensure all children under the age of five receive the nurturing care they need to develop to the best of their abilities. Community Media Trust has developed tested and written four seasons of a 48-part radio drama series which is produced in 11 languages.

Side By Side Hero Video | Community Media Trust

Side-by-Side incorporates health messaging across the entire spectrum of care that children need to develop, along with stresses relevant to life in South Africa today: HIV/AIDS, violence, substance abuse and unemployment. 

In 2018, Community Media Trust was contracted by Ilifa Labantwana to develop and write a 48-part radio drama series about early childhood development, called Side-by-Side. Ilifa Labantwana works to secure an equal start for all children living in South Africa, through universal access to quality early childhood development. Community Media Trust developed the characters, the story, and the series structure. Each episode’s messaging consisted of early childhood development information provided in the updated Road to Health booklet. Community Media Trust tested the material with focus groups and adjusted storylines to produce an effective educational drama while still maintaining entertainment value.

Side-by-Side incorporates health messaging across the entire spectrum of care that children need to develop, along with stresses relevant to life in South Africa today: HIV/AIDS, violence, substance abuse and unemployment.

Never pessimistic or moralistic, Side-by-Side entertains listeners by celebrating the joys of children, friendship, and family. Side-by-Side was produced by SABC Education in 11 languages and broadcast on nine radio stations, ensuring the campaign messages reached the homes of more than 4.2million people in South Africa each week. Based on the success of the first three seasons, Ilifa Labantwana continued with a fourth season.

CAMPAIGNS

S’khathi Sethu

Partner

PEPFAR

Offering

DATES

2021 

S’khathi Sethu is a radio drama series and social media campaign designed in support of the PEPFAR programme in South Africa, and focuses on issues of living with HIV.

S’khathi Sethu Hero Image | Community Media Trust

THROUGH OUR HUMAN-CENTRED DESIGN AND DEVELOPMENT PROCESS, WE DESIGNED THE S’KHATHI SETHU RADIO AND SOCIAL MEDIA CAMPAIGN. S’KHATHI SETHU MEANS “OUR TIME”

Community Media Trust was privileged to develop, test and produce an eight-part radio drama series for PEPFAR - the US President's Emergency Plan For AIDS Relief). The messaging in the series dealt with issues of living with HIV.

S'khathi Sethu shared relevant health information and support with a specific focus on living with HIV, with the main target audience being people aged 35-49. Topics included promotion of national initiatives and programmes such as Coach Mpilo, MINA for Men, new treatments for HIV, U=U, adherence to HIV medication and many more.

U = U stands for “Undetectable = Untransmittable” and is an important campaign promoting the message that if someone living with HIV is taking their medication as prescribed and is virally suppressed, they cannot pass on HIV to their sexual partner.

The script format included a high impact radio drama segment followed by a Q&A session with various PEPFAR programme partners working in the local communities.

Community Media Trust held a series of focus groups with the target audience to ensure the brand look and feel on social media as well as the characters, story world and story line developed for the series resonated with the target audience. 

 The S’khathi Sethu Facebook page went live in September 2021, with the radio drama broadcast on Ukhozi and uMhlobo Wenene in October that year. The Facebook page content matched the themes of the radio drama and daily interactions were managed on the page in the relevant local language. After the initial broadcast window on the regional stations, S’khathi Sethu was broadcast on community radio stations, including Kasie FM, Izwi Lomzansi FM and Nongoma FM in isiZulu and on UCR FM in isiXhosa.

S'khathi Sethu Campaign | Gallery Image 1 | Community Media Trust
S'khathi Sethu Campaign | Gallery Image 2| Community Media Trust
S'khathi Sethu Campaign | Gallery Image 3 | Community Media Trust
S'khathi Sethu Campaign | Gallery Image 4 | Community Media Trust
S'khathi Sethu Campaign | Gallery Image 5 | Community Media Trust
S'khathi Sethu Campaign | Gallery Image 6 | Community Media Trust

CAMPAIGNS

ZITHANDE

Partners

KZN Department of Health, KZN Treasury, Global Fund

Offering

DATES

2018 to 2019

Zithande is a campaign which was developed tested and implemented in KwaZulu-Natal to increase health seeking behaviour amongst young women.

Zithande Hero Image | Community Media Trust

Funded by the Global Fund through KZN Treasury, Community Media Trust was tasked with developing a strategy for social and behavioural change communication for young women and girls aged 15-24.

A new strategic campaign and brand for the province called Zithande was designed, implemented and launched in 2018/19. The four key areas addressed by the campaign were HIV, TB, gender-based violence and substance abuse.

A rapid assessment was conducted in five target districts in KZN, which included focus-group discussions and participatory research to engage young women and their partners in the message design. All campaign elements, including media channels, potential brand names, imagery and messaging were tested.

Zithande means “love yourself” in isiZulu; the concept of loving yourself was seen as a positive motivating factor for young people to encourage them to take care of themselves and their own health, and avoid peer pressure and negative influences. Workshop participants recognised that they could only help and love other people if they loved and cared for themselves first. This connected the campaign with the concepts of community care as well as self-awareness and self-care.

The Zithande brand was tied with an existing national health campaign, Cheka Impilo, and included the KZN’s Operation Sukuma Sakhe (OSS) logo and provincial colour scheme.

Campaign elements included IEC materials, radio, out of home media, community activations and social media. All material developed carried a unique WhatsApp number to manage social media interaction and broaden campaign reach. Calls for action included using condoms, testing regularly for HIV, and adhering to treatment if HIV positive. Within these calls, there were also calls for community action to talk about HIV and to reduce stigma against people living with HIV.

The calls for individual action around TB included identifying symptoms, testing, and reassurance that it is treatable and curable. Identifying factors that fuel gender-based violence, speaking out about it, and getting help and support were among the calls for individual action. Substance abuse was addressed by identifying related unhealthy behaviour and underlying causes, prioritising health over partying and peer pressure, and getting the help and support needed while finding positive alternatives for young people to occupy their time.

Zithande Campaign | Gallery Image 1 | Community Media Trust
Zithande Campaign | Gallery Image 2 | Community Media Trust
Zithande Campaign | Gallery Image 3 | Community Media Trust
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Zithande Campaign | Gallery Image 10 | Community Media Trust

CAMPAIGNS

IKAPA CARES

Partners

CareWorks, TB HIV Care, Western Cape Health, Private Pharmacies including Clicks and Dischem.

Funder

PEPFAR through USAID.

Offering

DATES

2015

iKapa Cares is a campaign to market the availability of HIV testing services in pharmacies in the City of Cape Town. 

Ikapa Cares Hero Image | Community Media Trust

Community Media Trust was privileged to be part of the iKapa Cares initiative, supporting the expansion of a public private partnership between Western Cape Government Health and select private pharmacies in the City of Cape Town to expand HIV testing services.

With support from the US Centers for Disease Control and Prevention through the US President’s Plan for AIDS Relief (PEPFAR), CareWorks, Community Media Trust and TB HIV Care supported this exciting initiative through providing marketing, training, job-aids and on-the-job mentoring and support to 40 nursing sisters to ensure the private sector offers quality and confidential HIV testing services to the public. The service is offered at 20 private partner sites in the City of Cape Town that are convenient to the public, such as Pick ‘n Pay, Dis-Chem, Alpha Pharm and selected private pharmacies, with the hope of expanding access.

Community Media Trust’s role was to develop a campaign name, logo and materials to support the initiative. Through stakeholder engagement, campaign names and logos were tested with iKapa Cares being the eventual final choice. We developed and produced radio public service announcements to market the service, branded signage for pharmacies, and IEC materials. All campaign materials were available in English, Afrikaans and isiXhosa.

Ikapa Cares Campaign | Gallery Image 1 | Community Media Trust
Ikapa Cares Campaign | Gallery Image 2 | Community Media Trust
Ikapa Cares Campaign | Gallery Image 3 | Community Media Trust

CAMPAIGNS

Made by Mom

Partners

University of KwaZulu-Natal and the KZN Department of Health

Funder

The Elma Foundation

Offering

DATES

2015 – 2016

Made by Mom is a campaign promoting breastfeeding and human milk banking.

Made By Mom Hero Image | Community Media Trust

Community Media Trust was contracted by the University of KwaZulu-Natal to develop a brand and provide communications support for the KZN Initiative for Breastfeeding Support.

We were tasked with developing a brand and implementing a campaign to support and promote breastfeeding and human milk banks. Campaign elements included a documentary video about human milk banks and video public service announcements, together with a radio drama series and public service announcements for radio. All campaign materials were in English and isiZulu.

 Community Media Trust also rebranded existing IEC materials, provided branded signage and stationery for the human milk banks and made branded merchandise to support awareness events to launch the district human milk banks at community level in each of the 11 districts in KZN. We engaged with the mainstream and community press, promoting breastfeeding and human milk banks and generated organic press about this important initiative. We also developed and hosted a blog for campaign resources and provided design support for a report documenting human milk banking scale-up in KZN.

 The project was an exciting one to implement and the Community Media Trust team enjoyed developing the Made by Mom brand, media components and preparing for the launches.

Made By Mom Campaign | Gallery Image 1 | Community Media Trust
Made By Mom Campaign | Gallery Image 2 | Community Media Trust
Made By Mom Campaign | Gallery Image 3 | Community Media Trust
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CAMPAIGNS

She Conquers

Partners

National Department of Health & TB HIV Care

Offering

DATES

2019

She Conquers is a national campaign developed and managed by the Department of Health that aims to improve the lives of young women in South Africa through dealing with issues of HIV, pregnancy, gender-based violence and education.

She Conquers Hero Video | Community Media Trust

Community Media Trust developed and produced six television adverts in six languages, as well as six radio adverts in 11 languages for the National Department of Health’s She Conquers campaign.

CMT collaborated with TB HIV Care to conceptualise, develop, write and produce the content. Community Media Trust also managed the media buying and scheduling, resulting in the radio and TV content being broadcast across all SABC stations.

Messaging included condom use, starting treatment, adherence to medication, the reduction of gender-based violence and addressing the fears of using health services.

All material included a unique WhatsApp number for clients to contact and be directed to the Department of Health’s B-Wise website.

She Conquers Campaign | Gallery Image 1 | Community Media Trust
She Conquers Campaign | Gallery Image 2 | Community Media Trust
She Conquers Campaign | Gallery Image 3 | Community Media Trust
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Dreams Programme Logo - Our Work - Community Media Trust
DREAMS
from 2016 and still going
Behaviour change programme, training, community engagement, IEC
View Project
Coach Mphilo Programme Logo - Our Work - Community Media Trust
View Project

PROGRAMMES

Dreams

Partners

Shout It Now! and previously TB HIV Care and JSI

Funders

PEPFAR through CDC South Africa, The US Department of State, The Elma Foundation

Offering

DATES

2016 - current 

The DREAMS programme funds a core package of evidence-based approaches to reduce HIV risk in young women and girls.

Dreams Programme Hero Video | Community Media Trust

In South Africa, HIV is most prevalent among youth aged 15-24 and new infections mostly occur among young women. 

The DREAMS programme (Determined, Resilient, Empowered, AIDS-free, Mentored, and Safe) funds a core package of evidence-based approaches that go beyond the health sector, addressing the structural drivers that directly or indirectly increase the HIV risk of girls and young women, including poverty, gender inequality, sexual violence, and lack of education.

As a DREAMS partner since 2016, Community Media Trust has worked in KwaZulu-Natal, Gauteng and the North West and values collaborations and partnerships developed with a diverse range of stakeholders, including NGO partners, government departments, schools and local community and faith-based organisations.

Currently Community Media Trust employs 284 employees on the DREAMS project, working across five districts in Gauteng and the North West.

Our teams work with priority populations - adolescent girls and young women - and their male sex partners.

We take a holistic approach, empowering young women in particular to overcome some of the socio-economic and structural realities that increase their risk of HIV infection, teen pregnancy and gender-based violence. Our programmes therefore include initiatives to strengthen families and to challenge and change gender norms.

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A highlight of the DREAMS programme is the success of our economic strengthening initiatives, in which our young female beneficiaries are supported in furthering their education, getting work experience, or starting their own business ventures.

Trained facilitators and mentors implement the following evidence-based behaviour change programmes:

  • Healthy Choices is targeted towards school-goers between the ages of 10 and 17, offering programming that encourages abstinence, delayed sexual debut and safe sex.
  • Stepping Stones offers a series of workshops designed to promote sexual health, improve psychological well-being and prevent HIV.
  • Man2Man draws from the methodology and content of Stepping Stones, offering workshops for men about HIV testing, voluntary medical male circumcision for HIV prevention, condom use and gender-based violence.
  • Families Matter! is a parenting programme focused on parents and caregivers of adolescent children, helping them prepare their children for adolescence, and engaging with them on topics such as sex, family planning, pregnancy and HIV.
  • Safe Spaces / Girls’ Clubs is a girls-centred approach to empowering adolescent girls and young women. The programme aims to develop social and protective assets to reduce beneficiaries’ risk of HIV, gender-based violence and unwanted pregnancy. A key focus is on economic strengthening. Our beneficiaries receive training on financial literacy, career choices, CV writing, job interview skills, and entrepreneurship and are mentored and supported to achieve their goals.
  • SASA! is a ground-breaking community mobilisation approach developed by Raising Voices to prevent violence against women and HIV by addressing a core driver: the imbalance of power between women and men, girls and boys.
  • STEP is a 12-session course to help young women become confident and successful entrepreneurs. 

A key component to all programming is proactive referral and linkage of beneficiaries to appropriate health and social support services, provided by our partner Shout It Now as well as the local Departments of Health and Social Services, and local community-based organisations. Condoms and information pamphlets are distributed as part of this package.

As part of our Girls’ Club programme, beneficiaries make “vision boards” to help them visualise their dreams and goals for the future. Community Media Trust mentors facilitate discussions about how personal choices and decisions can affect the likelihood of achieving goals. Where possible, we help to link beneficiaries with opportunities to develop their skills, enrol in internships and learnerships, and to apply for jobs.

 In late 2022, CMT started to implement the STEP programme. STEP stands for Student Training for Entrepreneurial Promotion and is a 12-session course that helps young women become confident and successful entrepreneurs. Young women who join the programme learn how to start and run a small business, getting the know-how (theory) and real life experience (practical) that they will need. Even those with little or no experience will be able to become entrepreneurs and start their own business. Young women who commit to the programme receive R1,000 seed funding to start their own business. Some fantastic success stories have emerged with young women seizing the opportunity presented and setting up successful businesses that have helped to support their and their family’s livelihoods.

The DREAMS programme has prioritised young women and girls and we are excited that our programming going forward will increase our work with men and young boys. We have developed a Boys’ Club curriculum that tackles gender norms and gender-based violence, and includes HIV prevention messaging and financial literacy.

We thank all partners for their excellent collaboration and we are extremely proud of our outreach teams who have connected with more than 300,000 adolescent girls, young women and their male partners with HIV prevention programmes since 2016.

Dreams Programme | Gallery Image 1 | Community Media Trust
Dreams Programme | Gallery Image 2 | Community Media Trust
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Dreams Programme | Gallery Video Image 1 | Community Media Trust

PROGRAMMES

Coach Mpilo

Partners

TB HIV Care, PSI

Funder

Funder: PEPFAR through CDC South Africa

Offering

DATES

2020 - current

Coach Mpilo, a national initiative, aims to improve linkage to HIV treatment and retention in care amongst men through a personalised, peer support model.

Coach Mpilo Programme Hero Video | Community Media Trust

Through funding from TB HIV Care, Community Media Trust launched Coach Mpilo in the OR Tambo district in the Eastern Cape in October 2020. 

Community Media Trust piloted this initiative as part of the national Coach Mpilo programme that aims to improve linkage to HIV treatment and retention in care amongst men newly diagnosed with HIV, men with HIV who never started taking treatment, and men with HIV who have been lost to follow-up. Key to this ongoing programme is that our coaches are people living with HIV, who are able to provide in-depth peer support based on their own personal experience.

By the end of 2020, 11 coaches were trained and deployed, and by early 2021, Community Media Trust had employed 20 coaches who enrolled more than 1,800 men into the programme.

Based on the success of the model and increased funding, the programme expanded and now employs 88 coaches, including female coaches, and 39 HAST Counsellors who provide HIV testing services at community level. Community Media Trust’s teams work alongside the Department of Health and TB HIV Care’s teams to support the national HIV programme in the OR Tambo, Chris Hani and Amathole districts in the Eastern Cape.

Read More

At the end of September 2023, Community Media Trust’s 88 coaches had enrolled over 40,000 people living with HIV into the programme, supporting them to start and remain on treatment and achieve viral load suppression so that they can live long and healthy lives.

We commend the coaches for their enthusiasm and dedication to the programme and acknowledge their contribution to helping South Africa reach UNAIDS ambitious 95-95-95 targets in order to end AIDS by 2030. These targets call for 95% of all people living with HIV to know their HIV status, 95% of all people with diagnosed HIV infection to start on antiretroviral treatment and 95% of all people on treatment to be virally suppressed.

Coach Mpilo Programme | Gallery Image 1 | Community Media Trust
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The Riviera Prime Time TV Logo - Our Work - Community Trust Media
JAB Prime Time TV Logo - Our Work - Community Trust Media
Counter Culture Prime Time TV Logo - Our Work - Community Trust Media
Amaza Prime Time TV Logo - Our Work - Community Trust Media

PRIME TIME TV

The Riviera

Channels

DATES

2020

The Riviera is a 13-part dramedy set in the late 1980s, which aired on SABC2 in 2020. The Riviera is a semi-autobiographical story told through the eyes of a 12 year old girl living on the Cape Flats, narrated by Quanita Adams.

The Riviera won the SAFTA for Best TV comedy and Best Director for TV comedy.

The Riviera Prime Time TV Hero Video | Community Media Trust

The series was directed by Laddie Bosch and Lucilla Blankenberg.

Produced by Community Media Trust and created and narrated by Quanita Adams who hails from Lotus River, the series explores the complexities of growing up in Cape Town through the eyes of 12-year-old Riana Isaacs (Kelly Damon). The young girl embarks on a mission to achieve her personal goals amid the various struggles of the time.

It’s 1989 and the country and the world are in dramatic upheaval. Riana innocently sets out to achieve her own personal milestones: become head girl in her final year at Catholic primary school, star in the school play, and make the boy of her dreams fall in love with her. Like her creator, Riana lives in Lotus River on the Cape Flats, affectionately and rather glamorously referred to as “The Riviera”. Half Riana's family is Muslim and the other half is Christian, which has made her tolerant of both religions, though this often puts her at odds with her family or religious instructors.

The theme song, "Give a Little Love", was written by Chris Schilder and performed by Pacific Express and Zayn Adams.

The Riviera won the South African Film and Television Awards (SAFTA) in 2021 for Best Directing, and Best TV Comedy. The show also received multiple nominations: Keenan Arrison was nominated for Best Actor - TV Comedy; Chantal Herman for Best Supporting Actress - TV Comedy; Moller Wait for Best Achievement in Sound - TV Comedy; Tracy Perkins for Best Achievement in Art/Design - TV Comedy; and Siyabonga Tyesi for Best Achievement in Cinematography - TV Comedy.

The creative team was invited to represent the show at INPUT 2022 in Barcelona, where it was very well received. The Riviera was bought by Amazon Prime and is available for streaming.

The Riviera Prime Time TV | Gallery Image 1 | Community Media Trust
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PRIME TIME TV

JAB

Channels

DATES

2016

JAB is a gritty, uplifting coming-of-age drama set in the world of competitive women's boxing.

The 12-part series won an award for Best Drama Series at the Zanzibar International Film Festival in 2018.

JAB Prime TV Hero Video | Community Media Trust

Created by Community Media Trust’s Lucilla Blankenberg, and directed by Lucilla and Laddie Bosch, JAB is semi-autobiographical dedicated to Lucilla’s late boxing coach, Conference Johnson.

When an intensely private boxing enthusiast faces the loss of her family home, she's left no other option but to fight for money. Surprising everyone, she sparks an unexpected journey to the top of women's boxing, in which ambition, greed and the harsh realities of working-class life make her struggles outside the ring as dangerous as her fights inside it.

Nineteen-year-old Bee Sondlo lives in a working-class home in Langa, Cape Town, with her mother, Gladys, and disabled older brother, Mandla. A low-key loner who tries to live her life honourably despite the financial hardships of life in an area riddled with crime, drugs and gangsterism, Bee’s private dedication to boxing is her solace.

When the threat of losing her home forces her out of her shell, leaving her no other option but to fight for money, Bee surprises herself and others with the skill and ferocity of her boxing talent. Her dramatic success sparks an unlikely journey towards the top in the seedy, dangerous world of professional fighting, where every fight in the ring is matched by her fight to keep her soul intact.

As she tries to balance her academic, boxing and family life as a young adult, Bee is tested, tempted, challenged, and makes many mistakes.

Dealing with issues of ambition, morality, loyalty, love and self-image in her encounters with the colourful characters who help her journey and the self-serving ones who get in her way, Bee learns first hand that people are more than they sometimes appear - and life is what good people try their best to make of it. Through tough experience and hard-learned lessons, Bee emerges wise and graceful. In her unlikely triumph over gritty and realistic adversity and in making it against all odds, becomes a champion.

JAB is a story of courage and triumph. Though set in a bleak, cold world, it is a warm, uplifting and heroic story of an inspirational young woman - a true original - who, against all odds, becomes a champion.

Community Media Trust handled all stages of production, from writing the initial treatment to scriptwriting to production and post-production. We were also responsible for publicity, social media and raising awareness around the issues in JAB, such as gender-based violence, drug abuse and disability.

JAB was shot on location over an eight-week production period, using real fighters and community members wherever possible. JAB also created opportunities for first-time actors; playing Bee was Vanessa Ntlapo’s first major role and a few other cast members. Writing interns were allowed to learn under the mentorship of veteran screenwriter Paul Ian Johnson, and many other production positions were made available for the first-time eager crew.

JAB was bought and broadcast by Netflix Africa and CANAL + and broadcast in French in many regions in Africa.

JAB Prime TV | Gallery Image 1 | Community Media Trust
JAB Prime TV | Gallery Image 2 | Community Media Trust

PRIME TIME TV

Counter Culture

Channels

DATES

2017

Counter Culture is an edgy and entertaining documentary series exploring mainstream society’s counter cultures.

Counter Culture Time TV Hero Image | Community Media Trust

Counter Culture, a 13-part documentary series saw fascinating groups of people open up about their alternative lifestyle choices. 

Counter Culture aimed to empower and educate viewers with thought-provoking content. The show strived to teach people to respect and understand the cultural beliefs of others, with the hope this would lead to less conflict within our society and eventually eradicate the persecution of marginalised groups.

Narrated by Zikhona Mda, the show followed nudists, cage fighting/martial artists, drag racers, pageant divas, swingers, bodybuilders, cosplay (comic fans), graffiti artists, wiccans, drag queens and many more as individuals let viewers into their private spaces and lifestyle communities. We filmed ordinary people with extraordinary passions.

Executive producer Lucilla felt the show would go a long way to debunking many myths and stereotypes that people have about “the other”: “Counter Culture is all about acceptance, sharing and not judging anyone for their lifestyle or beliefs. ‘Anything goes, we don’t judge’. The series is light-hearted, quirky and entertaining and the characters are open and honest,” she said.

Website Weekend Special said, 

“South Africa is heralded as having the world’s most progressive constitution that upholds equality. Internationally the country is applauded for its multicultural diversity, tolerance and respect for one another. Is this actually the case?

 This show hopes to provide that very bridge to a harmonious multicultural society using controversial and entertaining television to open viewers’ hearts and minds with an objective and impartial approach. After watching this balanced yet emotional roller-coaster television show, viewers may question what is ‘normal’."

Counter Culture Prime Time TV | Gallery Image 1 | Community Media Trust
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PRIME TIME TV

AMAZA

Channels

DATES

2014, 2019

Amaza is a coming-of-age prime-time TV drama series produced for SABC 1 that tells the story of four young people dealing with issues of family, abuse and relationships.

AMAZA Prime TV Hero Image | Community Media Trust

Amaza, meaning waves, aired on SABC1 with a weekly average of 6.5 million viewers per month in early 2014, episode 11 reached 7.6 million viewers and had an audience rating of 17.5 million - second only to popular soapie Generations.

The series was set in a street in Muizenberg, Cape Town, and featured a diverse group of students who had to come to terms with the cultural and historical legacies that moulded each of them. Amaza followed four main characters through 13 episodes as they had to make life-changing decisions as they faced the challenges that life threw at them. Starring Siyabonga Mayola, Shamilla Miller, Zikhona Mda and Sean-Marco Vorster.

Amaza dealt with the universal themes of growing up, family responsibility, dreams and facing reality.

Amaza was directed by Lucilla Blankenberg and Laddie Bosch with mentor Tim Spring.

The producers were Lucilla and Jacqui Jojo, and the series was written by Tristram Atkins, Paul Cuba, Zulfah Otto-Sallies and Gavin Sher.

The theme music was by Daniel Eppel. From a story first developed in 2006 by Jack Lewis and Lucilla, Amaza was a development project in many ways, with people being trained and learning on the job. Scholars and students visited the set regularly. Gavin’s writing team comprised all first-time drama writers.

Lucilla, who spearheads Community Media Trust’s creative campaigns through oversight of all aspects of development, production, post-production, and delivery of products, said at the time she felt confident Community Media Trust had proven its capacity and competence with larger scope productions.

Lucilla’s accolades include a SAFTA (South African Film and Television Award) for Best Directing and Best TV Comedy, alongside Laddie, for Community Media Trust’s TV series The Riviera, and an award for Best TV Series at the Zanzibar International Film Festival in 2018 for our drama series JAB, which she directed, produced and created.

AMAZA Prime TV | Gallery Image 1 | Community Media Trust
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