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The campaign was launched together with the television series and garnered extensive media coverage on radio, television and print media.

The bold messaging fuelled public debate supporting the television series.


The debate raged on through print media articles and columns with opposing views. In addition the campaign continued the partnership with the Mail & Guardian with print supplements highlighting different themes including:

  • Alcohol Advertising
  • The Alcohol Levy
  • The Direct Cost of alcohol to the country and its economy
  • The Health Promotion Foundation
  • The need for a comprehensive alcohol policy

Critical Thinking Forums

A number of discussions were held in partnership with a leading South African publication, the Mail & Guardian.

These discussions invited media, editors, government representatives, stakeholder in the campaign stakeholders in the alcohol industry to debate topics pertaining to the alcohol industry particularly alcohol advertising. These debates were robust with opposing views however they kept media thought leaders informed on developments and opened up the debate around alcohol related challenges in the country.


To further strengthen the message from the Soul City series 10 which focused on alcohol and violence, Soul City produced television advertisements which flighted on the national broadcaster SABC 1 at the beginning and the end of each weekly episode.

Themed ‘Don’t let the good times turn bad’ and’ There’s more to life’, these popular 30 second productions sent a safer drinking message targeting a younger audience.  The 2 adverts were also utilised extensively during the 2010 World Cup at official fan park sites around the country, youth spring break activities and community events.


Interviews and alcohol related discussions were packaged for commercial and community radio stations across South Africa. These looked at the issues raised in the television series and encouraged communities to discuss issues specific to their areas. A partnership with the Government at a later stage created festive season specific messages across key commercial radio stations in all 11 official languages.