Mass media is one of the most powerful social change agents in the world. In the same way that media can have a negative influence, it can also be used to influence and inspire ‘for good’. Using the concepts of ‘education’, Heartlines used (fact and fiction) to inspire values-based action.
Heartlines launched with 8 TV drama films to start a national conversation about values – these were screened on all three SABC channels and have won numerous global TV & film awards. In addition, Heartlines has developed almost 40 television and 200 radio segments (across 11 official SA languages), which reflect actions people are taking to live good values in order to inspire further values-based action. A new six part TV drama series ‘HOPEVILLE’ was screened on SABC 2 in March and April.
This series led to the ‘6 weeks of Values in Action’ campaign, calling all South Africans to put their good values into action. (Click here for more about 6 weeks of Values in Action.) Heartlines makes extensive use of print media to drive values campaigns and to engage, challenge and inspire the public on issues of values-based actions.