6 Weeks of Values in Action


The CampaignThe ResourcesThe Film

The “Values in Action” campaign was supported by several resources aimed at families, church groups, individuals, municipalities and schools. The campaign began on 3 March 2009. Research indicated that it inspired over 450 community-led social projects in 6 months.

Heartlines aimed to inspire people to do random acts of kindness – clean up the area outside your neighbour’s house, visit an elderly person and offer to do a chore for them or offer to look after the child of a single parent for a day. It also encouraged people to organise with others to undertake projects that will affect one or many people – restore a place where children play such as a park, support the local public library or paint the walls of a school.

The tools to achieve this included using of mms, sms e-mail and the web.

The Forgood movement
People were encouraged to join the Forgood movement. This is a movement of people who are dedicated to living out their values “for good.” www.forgood.co.za is now a fully fledged separate initiative.

The Heartlines mentorship programme.

One way in which people can really reach out, build relationships and make a lasting difference, is to mentor a young person. Heartlines started a programme that supports people to mentor a young person they already know. This was supported by a print resource, a helpline, and ongoing e-mail and sms support. See Resources for our mentorship manual.

Youth Citizens Action Project

A further project that arose from the Values in Action campaign was the Youth Citizens Action Programme (YCAP) – a youth development programme that has been running in schools nationally since 2010. It is a competition to get the learners to choose look at the problems in and around their school, choose an issue they want to solve, and then put together an action plan on how to solve it. The programme is run by Empowervate, a partner NGO, and forms part of the values and civic engagement pillars within the Department of Basic Education at a national and provincial level. The sponsors at present are Deutsche Bank South Africa Foundation and UTi Mounties, and the impact, monitoring and evaluation are done by UNISA’s Communication Department pro bono.

In the past seven years, this programme has grown phenomenally. In 2017, 600 schools took part, involving over 5000 learners. The winners of the competition were Ladysmith Secondary from KwaZulu Natal for their environmental project on reusing, recycling and reducing with such creativity and passion that they could prove their impact on the problem. In the Primary school category, De Deur Primary from Vereeniging in Gauteng won for their project in which they created an educational song to assist younger learners in hygiene around toilet use and recorded great behaviour change as their sustainable impact.


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