Demand and awareness

All parents have the power to help their children reach their full potential by ensuring that they receive the nurturing care and protection needed.

A new ECD radio show called Side-by-Side has started airing in January 2019 on 11 public radio stations on a weekly basis.

The radio show is aimed at the caregivers of children under 5 and forms part of a larger National Department of Health’s new ECD campaign called Side-by-Side, which is centred around the new Road to Health book. Ilifa is providing technical support on the overall campaign.

The radio show is a 48-episode serialised drama telling the story of Joyce, a 23-year-old single mom, living in a South African township with her baby daughter. Through the friendships and supportive relationships she builds with the people around her, Joyce eventually finds her strength and her voice as a mother, daughter, and woman. Each episode centres on a key early childhood development message about how to raise a happy and healthy child. Each show is followed by a live question and answer discussion between the radio host and an expert guest, to elaborate on the educational message and take questions from listeners.