Behavioural Change

The fight against COVID-19 cannot take place only through the relief and support initiatives that the Fund undertakes, it needs to include a change in attitude and behaviour on the part of all South Africans. Our Solidarity campaign seeks to change behaviours by disseminating accurate, timely and important information that arms people with the knowledge they need to make smart decisions regarding the virus.

In total, R61m has been allocated to the Solidarity campaign, with R35m already having been disbursed. These funds have gone towards a number of campaigns that, in total have reached 33.9 million adults across various platforms. A new fund allocation of R100m is in the pipeline for the second phase of this campaign. This will ensure that the campaign to encourage responsible behaviour and stop the spread of the virus continues into 2021.

Behavioural Change Campaign

R25m has been earmarked for the Behavioral Change Campaign that seeks to influence citizens to act in a manner conducive towards curbing the spread of COVID-19. R4,9m allocated for the Behavioral Change Media Campaign

Radio campaign

R7m has been spent on a Radio Education Program that engages with citizens around good practice and behavior in all of our 11 official languages. We have achieved ±2 600 radio inserts thus far, reaching ±28 million people. Further, RX Radio, the first radio station in the world that trains child reporters, broadcasted a webinar from within a hospital to spread content on COVID-19 from the perspective of children. This webinar ran in English, Afrikaans and Xhosa and reached 2 million people.


R4m has been allocated for the South African Council of Churches (SACC) to produce and distribute educational material to its members. This will enable reach to ±1 million members.

Cricket SA

To emphasise the importance of social distancing, we partnered with Cricket South Africa to launch the Solidarity Cup that used a high-profile cricket match that changed the rules of play to ensure players on the pitch are observing social distancing.

Current Projects

Behaviour Change Campaign PII

The Community Constituency COVID-19 Front

Funerals Expansion

Interfaith Portal – Activation

Tekano - Civil Society

Media Campaign - COVID Alert

Zenex F - Safe Return to School

In transformation initiative - Return to Work

SK52 - Track and Trace

TBWA - Premier Foods Initiative

Behaviour Change Contunuity

Right to Care – Funerals/TL/EC

DG Murray Trust - Sikhaba Radio Series II

Grounded Media – Radio Campaign

Radio education campaign

SA Council of Churches

Loud Hailers (Powersound & Paul Brothner)

Ask Afrika – Research and Feedback

Rx Radio SA – Radio Campaign

TBWA - Campaign Collateral

Citizens in Solidarity - Production

Citizens in Solidarity – Media

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