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HEARTLINES launched the first of its projects under the banner EIGHT WEEKS, EIGHT VALUES, ONE NATIONAL CONVERSATION, from 16 July – 10 September 2006, with the broadcast of eight self-contained films across all three SABC channels. The films, each dealing with a different value, were produced in a combination of Southern African languages with English sub-titles and of the highest production quality that South African television has seen to date. Each film is introduced by Nelson Mandela. The final film is a full length feature while the others are 52 minutes.
The aim of the films was to start a conversation about values across South Africa. The lead channel on television was SABC2. Each film premiered on SABC 2 on a Sunday night in prime time, and was followed by a one-hour discussion on the value hosted by the programme “The Big Question”. For the first time in television history, the films were repeated on SABC1 and SABC3 in the same week. Several other television programmes across all three channels also supported the conversation campaign.
The films were complemented by a radio strategy across all 15 PBS radio stations, which hosted talk shows on the values each week. Inserts were also made available to community radio stations to broaden the public conversation.
This was further complemented by a print media strategy which produced features for strategic placement across a broad spectrum of print titles, and built relationships with newsroom decision makers and reporters.
The eight values that the campaign focused on were Accepting Difference; Responsibility; Forgiveness; Perseverance; Self-Control; Honesty; Compassion and Second Chances;
Extending the target audience of the conversation into the younger age-group, HEARTLINES also produced an interactive read-aloud story-book for 3-8 year olds, called Stories that Talk, which parents and caregivers can use to stimulate values discussions with their children. The stories are written by some of South Africa’s top writers.
In collaboration with the artists which produced much of the original music for the eight films, a CD was produced which compiles 12 tracks, performed by popular artists. It also includes the HEARTLINES Anthem, the recording of which was filmed as a music video to promote the campaign.
Over 85% of South Africans profess to have a very positive value system. Most use a belief in God, however perceived, to lend weight to this value system. However there is a gap between professed values and lived values. Consequently HEARTLINES was underpinned by the mobilisation of many faith-based organisations in South Africa to challenge their members to live out the values they profess. A guide for use by Christian leaders was produced for use during the campaign period, and as an ongoing tool for discussion groups.
The Rev Dr Mvume Dandala who heads up the All Africa Conference of Churches in Nairobi, is the Patron of the project. He says, “I am convinced that HEARTLINES will contribute significantly to nation building and transformation in South Africa. I am proud to be associated with what I believe will become a household name in South Africa.”
HEARTLINES - Evaluation
In order to measure the impact that the first phase of the campaign had on the nation, HEARTLINES has commissioned a national survey of 3500 people, as well as a smaller qualitative sample of faith-based organisations. The results of the evaluation should be available in March 2007.
HEARTLINES - The Conversation Continues
HEARTLINES would like to see the conversation continue in homes, schools, businesses, government and community organisations. To this end, the DVD set is being made available at a nominal fee together with a booklet to spark conversations on the films. Future plans include adapting the films further for use in life orientation classes in schools, and for use in the business world and faith-based organisations.
HEARTLINES - Future phases
Depending on the outcome of the evaluation, and other feedback on the success of the first phase of the initiative, HEARTLINES will undertake other interventions using the mass, and multi-media to further its aim of moving people from professed, to lived values.
