In efforts to confront some of the dire challenges faced by South African youth, JiK’iZinto, a new movement, has been launched. Its aim is to empower them with the knowledge, resources and tools they need to succeed.
Also dubbed “A Voice for South Africa’s Youth”, the campaign uses a TV show, music, and a web series to inspire and educate about crucial subjects in their lives.
The movement seeks to boost hope, support and resilience among youth, especially women, disproportionately affected by systemic issues like unemployment, education and socio-economic inequality.
Supported by Girl Effect, a global non-profit organisation, and co-created with South African youth, the campaign also symbolises a generation resolved to take control of their destiny and surmount the obstacles they confront.
Speaking to “The Star”, Lebo Leitch, the creative lead of Girl Effect, said the campaign was inspired by the voices and experiences of South African youth who were determined to rewrite their own futures.
In what way, in detail, will the campaign equip South Africa’s youth with the knowledge and resources they require to make better decisions about their lives?
The Jik’iZinto movement is designed to inspire and equip South Africa’s youth with the knowledge and resources they need to make informed, connected decisions about their lives, through a comprehensive, multiplatform approach:
Educational Content: Through AI-powered chatbots, TV shows, a web series and radio segments, Jik’izinto provides relatable, youth-focused stories and expert-led discussions on key topics like sexual and reproductive health, mental well-being and economic guidance. The content is crafted with the audience and offers actionable advice and insights.
Access to Resources: The campaign links young people to vital services through on-ground activations, digital platforms and our AI-powered chatbot. The platforms offer guidance on accessing health services, sexual health and mental health support and mentorship programmes.
Awareness and Connections: By raising awareness of critical social issues and offering clear, accessible pathways to solutions, Jik’iZinto supports young people to take control of their futures, reinforcing the belief that they have the agency to create positive change in their lives and communities.
How will the campaign’s outreach to marginalised communities be ensured?
The Jik’iZinto campaign ensures outreach to marginalised communities through localised on-ground activations, digital platforms and partnerships with communities and organisations. It provides access to vital information and peer-led outreach. It also offers inclusive messaging in local languages through relatable content to ensure that marginalised youth are equipped with the knowledge and tools they need to make informed decisions and create positive change.
What strategies will you employ to ensure that it remains interesting and welcoming to all?
The Jik’iZinto movement will remain interesting, relevant and welcoming by centring the youth in all we do through content creation, ensuring the messaging is authentic and relatable. Interactive formats like social media, live Q&As and gamified learning will keep the audience engaged, while diverse representation ensures inclusivity for all. Regular feedback loops will help the campaign evolve based on audience needs and content will be culturally relevant and accessible in multiple languages. We will incorporate current trends and collaborations with youth creators like Dee Koala, DJ KMat and Khanyisa Unfiltered. We’re meeting the youth where they are in digital spaces. Jik’izinto will remain dynamic, fresh and engaging.
What is the ultimate plan for the campaign after the launch?
Jik’iZinto will continue to grow its movement, expanding its reach to more young people across South Africa while remaining rooted in real issues and solutions by launching more products within our ecosystem. By evolving our content and connecting youth, the movement will inspire a new generation to lead change in their own lives and communities.
Boohle, a renowned music artist who is also part of the campaign, said: “Jik’iZinto is a reminder that we have the power within us to create change. It’s about empowering ourselves with knowledge, confidence and support so we can overcome challenges and achieve our goals.”
The Star