CMT had the privilege to develop, test and produce an 8-part radio drama series for PEPFAR, focusing on PEPFAR programmes in the country.
Through our human-centred design and development process, CMT designed the S’khathi Sethu (meaning “Our Time”) radio and social media campaign. The main target audience is people aged 35-49 living with HIV, and the topics included programmes such as Coach Mpilo, MINA for Men, new treatments for HIV, U=U, adherence to HIV medication and many more.
The series was produced in isiZulu for Ukhozi FM and isiXhosa for uMhlobo Wenene. These are the two largest reaching regional radio stations in South Africa.
CMT held a series of focus groups with the target audience to ensure that the brand look and feel on social media as well as the characters, world and story line developed for the series resonated with the target audience. The script format included a high impact radio drama segment followed by a Q&A session with various PEFPAR partners working in the programmes in communities.
The S’khathi Sethu Facebook page went live in September, with the radio drama broadcasted on Ukhozi and uMhlobo Wenene in October. The Facebook page content matches 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.
CMT used a combination of audience participation, human-centred design and entertaining storytelling to create a popular but effective series. Both Ukhozi FM and uMhlobo Wenene stated that the shows fit the stations well and have asked if there is going to be a season 2. Stay tuned!