Zikhethele radio drama series to awaken the nation
Zikhethele radio drama series will start airing on Thursday, 20 April on Ukhozi FM at 16:54.
The South African Breweries is pioneering an interactive radio drama series to curb the growing trend of irresponsible drinking in the country.
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They launched the audio series on Wednesday, April 12.
As the business that is at the forefront of championing responsibility through SAB Sharp, the radio drama series ‘Zikhethele’ aims to put a mirror to South Africans to reflect on how wrong choices related to irresponsible consumption of alcohol can affect them and their communities.
“Radio is the biggest medium that this country has. Because it is theatre of the mind, why don’t we take something that we all grew up with, which is the idea of radio drama and do something that will really wake the nation up creatively,” said Xolisa Deyshana, chief creative editor officer at Joe Public United.
The series resembles the rich heritage culture of storytelling in Africa, telling a story in a way that will best represent the black society through using the entertainment industry to mirror the present-day communities.
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Senior marketing lead, Itumeleng Mehale at SAB explained that, “This is also another re-imagination of how we are looking at this problem and how we are looking for solutions to really curb the abuse consumption of alcohol.
“There is something not right and nobody is talking about it. Now we have five days of binge drinking, from Thursday to Monday and it is not okay. When do we actually function as people,” she continued.
Zikhethele is a radio drama series that embarks on the story that most South Africans find themselves on. It is a story about knowing when to stop drinking when you are celebrating a milestone, the importance of drinking responsibly in order to reduce putting other people in danger.
Media is a mirror of the society, it not only bridges the gap between the government and the general public but also provides information about what is happening in other parts of the world.
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The days are over where consumers are being passive recipients. Communication is now all about allowing recipients to being active participants in what they are consuming.
Deyshana explained how this series will birth a different South Africa, “Listeners will be given a platform to discuss post episodes while determining what should happen on the next episode through voting lines every week.”
Zikhethele radio drama series will start airing on Thursday, 20 April on Ukhozi FM at 16:54.
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