Jik’iZinto a new TV and music campaign aimed at youth launches
By Edward Tsumele, CITYLIFE/ARTS Editior
You must have been seen this scene at The Tshimologong Precinct a digital innovation ecosystem in Braamfontein, Johannesburg, this week and how mainly young people including models turned up to witness something special, something that is meant for them, to heal their mental health and inform them about sexual matters that often afflicts the youth in society.
The place was turned into a hive of activity filled with youth energy. You could tell that for that moment they owned the space.
Although I had to leave at some stage for another engagement, but one could tell that this is something that will have an impact on the youth market once it is rolled out. Here I am talking about the launch of a new campaign for and aimed at the youth segment of society.
Jik’iZinto is a new nationwide campaign that uses a TV show, music and a web series to inspire, educate, and equip South Africa’s youth with the tools and information they need to make informed decisions about their mental health, sexual and reproductive health and economic empowerment.
K Mat, Dee Koala, Boohle created the track and the series features rapper and storyteller, Dee Koala; content creator, Barbara Moagi; youth activist and social entrepreneur, Amonge Sinxoto; and comedian and Khanyisa Unfiltered.
Co-created with South African youth, JiK’iZinto is essentially a new movement representing a generation determined to rewrite their future and overcome the challenges they face today.
Aimed at inspiring and equipping young people to make informed life choices, JiK’iZinto is co-created with South African youth and backed by Girl Effect, an international non-profit organisation. The brand offers a holistic approach that connects with young people where they are, leveraging music, multimedia content and accessible digital platforms to provide vital information on topics like mental health, relationships, sexual and reproductive health, and career guidance, the producers of the campaign said.
In South Africa today, young people are confronted with profound obstacles:
● In 2024, the absorption rate of young men was 31.9%, outpacing young women, whose rate stood at just 24.2%. The unemployment rate among young women hit a staggering 49.4%—a marked increase from 46.1% in 2004.
● Among the 15-24 age group, using the “expanded” definition of unemployment, 60.7% were officially unemployed by late 2023. Even among those aged 25-34, unemployment only dropped to 39.8%.
“JiK’iZinto exists because these are not just statistics—they represent the real, lived experiences of millions of South African youth, especially women.
Driven by the need to tackle these challenges head-on, JiK’iZinto aims to empower young people with the knowledge, resources, and tools they need to rise above these barriers and create their own future. The movement aims to instill hope, provide practical support, and foster resilience in youth across the country—particularly young women—who are often the hardest hit by systemic issues such as unemployment, limited access to education, and socio-economic inequality,” those behind the campaign add.
JiK’iZinto will roll out its youth-centric vision with the following key initiatives:
● Anthemic track “Iskhath’ Sam Manje”: This is our anthem, a track featuring South Africa’s hottest talents, DJ KMAT, Dee Koala, and Boohle aimed to inspire and energise young people across the country. A rallying cry and a sonic reminder that this is their time! It’s out on 20th September on all DSPs https://VMGAfrica.lnk.to/IskhathSamManjeAr
● Web Series – In a four-episode web series, we feature four young people representing the diverse spectrum of young South Africans. The series features rapper and storyteller, Dee Koala; content creator, Barbara Moagi; youth activist and social entrepreneur, Amonge Sinxoto; and comedian and Khanyisa Unfiltered which champions this generation to shape their own futures. These protagonists share their pivotal moment of change, that led them to Be the First to JiK’iZinto
Be the First Web Series : https://www.youtube.com/@jikizinto_za
● TV series, “DiChipi”: A comedy-drama about three unlikely girlfriends who find themselves relying on each other after a chaotic night at their community centre puts its future in jeopardy. This pivotal event thrusts them into a journey of self-discovery, collective and individual growth as they strive to save the centre from closure caused by their actions. With celebrity cameros and break out stars, DiChipi will have you in all your feels.
● Web application: A lowdata, mobile first website featuring app-like functionality and offering reliable, youth-friendly information on mental well-being, career advice, sexual and reproductive health, and much more. – https://www.jiki.co.za/
“We understand that it’s difficult to break cycles and create change, but we believe Mzansi youth have the bravery to do so. JiK’iZinto is here to support them with the tools they need to make that change a reality.” – Lebo Leitch, Create Lead, Girl Effect
“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.” —Boohle, South African artist
From the challenges young women face in finding employment to breaking generational cycles of inequality, JiK’iZinto’s purpose is to support young people in rewriting their own futures—helping them move beyond the limitations imposed on them by circumstances and society.
THE JiK’iZiNTO MANiFESTO – https://www.youtube.com/watch?v=HEtsZ16RH6g