Users get to comment on the actors' roles, and their reactions and opinions on the key messaging in the new series. The themes addressed in Series 11 Prevention of Mother to Child Transmission (PMTCT), Medical Male Circumcision (MMC) and financial literacy.

Soul City has commissioned advertising agency June 15 for the creative execution of the creative concept ‘Be there when the Sparks Fly’ which was inspired by the literal, physical sparks that fly as a result of an electrical short that causes the local clinic to burn down in the new season. It also embodies the conflict and tension that arises between the different characters as a result of the fire and the themed messages of the series. The sparks also represent the everyday struggles, differences and decisions that the community encounters.

John Molefe senior executive marketing and public affairs says “The creative team uses striking imagery to portray the heated emotions that exist in the series, the result of which is a high impact campaign that attracts attention. But it also urges viewers to interact with the brand, whether it is through the viewing of another episode or joining the conversation on various social platforms. Soul City's weekly live chats with some of the cast enable viewers to express their thoughts and ideas in an open environment and give them an opportunity to discuss how the issues relate or conflict with their personal attitudes, values and beliefs and the impact on their lives.”

The social media marketing campaign aims to draw viewers to Soul City’s social media platforms where weekly episode synopses, competitions and polls, photographs and online chats with health experts and cast members. The platforms provide followers with interesting and provocative content as well as useful contact details for local support groups and clinics. In this way the messaging is relevant, realistic and appropriate, and provides ongoing accessible, high quality and entertaining channels to address the educational needs of its audience.

Molefe concludes "The objective of the campaign is to present the Soul City brand in a way that the target audience identifies with and that communicates an integrated message in a language that captures and expresses the essence of Soul City. In this way, Soul City is able to engage and interact with the different audience members and online followers."

Soul City Series 11 airs every Tuesday night at 20:30 on SABC1.

Tune in for the real-life drama that will drive social and behavioural change on Tuesdays on SABC 1 at 20:30. Follow Soul City on Facebook: and Twitter: @SoulCityItsReal.