South african national movement for good


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ZA South Africa
Web http://www.heartlines.org.za/


About the project Edit

HEARTLINES is a South African-based non-governmental organization established in 2002. It is an initiative that aims to get South Africans talking, thinking and acting on the good values that they share. HEARTLINES believes that a bold and far reaching intervention can achieve positive national transformation and impact substantially on the issues that face South Africa. It encourages people of goodwill to have the courage to do good. They believe that if enough people start living out good values we will reach a social “tipping point” which can transform South Africa. HEARTLINES uses the media, technology and partnerships with key institutions to shift social norms by inspiring and encouraging people to become part of a national movement for good. One of Heartlines patron is Archbishop Emeritus Desmond Tutu.

In July 2006, the first phase of the campaign was launched. This included two main initiatives: a national broadcast of eight HEARTLINES films or dramas, with supporting print and below-the-line media components and the start of social mobilization of faith-based organizations, during which faith-based organizations were given relevant tools to teach values and were encouraged to undertake discussion-based activities.


In what ways is this project unique and creative? Edit

The HEARTLINES approach to the country’s problems is taken from a values perspective. Whereas other initiatives tend to tackle behavior change from a health, legal and human rights perspective, HEARTLINES challenges people irrespective of race, gender, age or religion to live out positive values in a way that will build people, families, communities and the nation.

What is the social value of this project? Edit

The first phase of HEARTLINES achieved excellent reach for an eight-week intervention. An estimated 26% of the adult population or 7,3 million adults watched one or more of the HEARTLINES films on television; HEARTLINES had a positive impact on decreasing stigma towards People Living with Aids in South Africa.

What is the potential of this project to expand and develop? Edit

The use of mass media as a way to promote positive values could be applicable to differesent issues in different countries.

What was the triggering factor of this project? Edit

What is the business model of this project? Edit

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