Viva Street, a local radio edutainment programme, conceptualised by The MediaShop and Creatrix, has been chosen as a case study to be showcased at an international education conference.
Promoting a joint Eskom and Department of Energy solar water heating education campaign at grass roots level on a community radio station, the programme educated listeners on a topic many had very little understanding of, while addressing sensitive social and cultural issues in a friendly manner.
The highly-targeted and imaginative radio drama aired during July and August this year on the Voice of Tembisa, was initially created to teach Ivory Park residents of Eskom’s ‘Viva Free Hot Water from the sun’ programme while increasing awareness of solar water heating.
The MediaShop elected to use community radio because of its niched benefits in reaching the immediate geographic target market. The creative team, Creatrix, tackled the subject through storytelling, creating a conceptually unique and impactfully branded radio campaign. Viva Street spoke to the target market on their turf, and in their own language.
The radio drama aired weekly for six weeks, focusing directly on the community where Eskom and DoE’s solar water heating programme was being rolled-out. The five-minute episodes were broadcast in English on Wednesdays and isiZulu on Saturdays.
Donald Liphoko, Associate Media Director at The MediaShop says, “Congratulations to everyone involved in this programme. We’re thrilled to be behind yet another successful media campaign which is not only educating our people but is also being recognised internationally.
Together with radio and entertainment specialists Creatix we co-created the brief and radio concept for Eskom and after being given the green light for the project no one anticipated it would go as far as it did.”
The fifth International Entertainment Education Conference (EE5) brings together a variety of stakeholders from around the world to examine best practices and new advances, and conduct hands-on, participatory learning and explores techniques to improve effectiveness of the most vulnerable – women and children. EE5 will inspire the entertainment industry, public health programmers, researchers, donors, government entities and others to harness the power of Entertainment Education and improve health and well-being around the world.
For more on The MediaShop, visit www.mediashop.co.za or follow them on Twitter: www.twitter.com/MediaShopZA.