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Youth in Dialogue - Nelson Mandela Foundation

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Social mobilisation strategy<br />

Target population<br />

Areas covered<br />

Communication channels<br />

Purpose<br />

<strong>Youth</strong> between the ages of 16 and 24 <strong>in</strong> townships and rural areas<br />

Lerome (North West); Mhluzi (Mpumalanga); Thaba Nchu (Free State);<br />

KwaMakhutha (KwaZulu-Natal); Langa (Western Cape); Galeshewe<br />

(Northern Cape); Mthatha (Eastern Cape); Giyani (Limpopo); Soshanguve<br />

(Gauteng)<br />

Interpersonal, small group, media, arts and traditional methods of<br />

communication<br />

To persuade young men and women to participate <strong>in</strong> the <strong>Youth</strong> Community<br />

<strong>Dialogue</strong>s with a focus on prevent<strong>in</strong>g HIV/AIDS<br />

Interpersonal Communication<br />

The <strong>Nelson</strong> <strong>Mandela</strong><br />

<strong>Foundation</strong> employed<br />

implement<strong>in</strong>g<br />

agency Cool Ideas to<br />

establish relationships<br />

with local nongovernmental,<br />

political<br />

and governmental<br />

organisations <strong>in</strong> targeted<br />

areas.<br />

Local contacts<br />

were used to assist <strong>in</strong><br />

organis<strong>in</strong>g the dialogues,<br />

<strong>in</strong>clud<strong>in</strong>g community<br />

development workers,<br />

people liv<strong>in</strong>g with<br />

HIV and AIDS, ward<br />

councillors, youth<br />

leaders, church leaders<br />

and other community<br />

leaders. The local leaders<br />

also assisted <strong>in</strong> secur<strong>in</strong>g<br />

suitable venues.<br />

Face-to-face <strong>in</strong>terventions<br />

were also used to persuade<br />

the target audience to attend<br />

and participate <strong>in</strong> the <strong>Youth</strong><br />

Community <strong>Dialogue</strong>s.<br />

Small Groups<br />

Small group <strong>in</strong>terventions<br />

reached:<br />

◊ Public libraries<br />

◊ Community cl<strong>in</strong>ics<br />

◊ Churches<br />

◊ Ward committees<br />

◊ Workplaces<br />

◊ <strong>Youth</strong> formations<br />

◊ Public events<br />

View of Lerome, North West Prov<strong>in</strong>ce.<br />

◊ Non-profit organisations<br />

◊ Shops<br />

◊ Shopp<strong>in</strong>g malls<br />

◊ Schools<br />

◊ Tertiary <strong>in</strong>stitutions<br />

Community Radio<br />

Stations<br />

Community radio stations<br />

were utilised through<br />

promotional spots, and<br />

e-mail lists were used to<br />

<strong>in</strong>vite the target market to<br />

attend the event. Cont<strong>in</strong>uous<br />

announcements and pre- and<br />

post-event <strong>in</strong>terviews were<br />

broadcast on community<br />

radio stations <strong>in</strong> all areas<br />

where events took place.<br />

Interviews were broadcast on<br />

the follow<strong>in</strong>g community radio<br />

stations:<br />

◊ Soshanguve: Soshanguve<br />

Community Radio and Radio<br />

TUT<br />

◊ Lerome: Radio Mafisa and<br />

Radio Lethlabile<br />

◊ Giyani: Radio Univen<br />

◊ Mhluzi: Greater Middelburg<br />

FM<br />

◊ Galeshewe: Radio<br />

Teemaneng<br />

◊ Mthatha: Unitra Community<br />

Radio<br />

YOUTH IN DIALOGUE

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