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Partnering for the greater good


DW’s Crossroads Generation has found another great partner with Mxit. The South African social media app goes beyond providing easy access to online social networks by actively aiming to improve lives through information and education. Aside from technology, they accomplish this through social activism.

Mxit Reach is an NGO run by the company, which seeks to improve lives by providing innovative mobile solutions. An estimated 1 million users access educational, counseling and health services through Mxit Reach. And with Crossroads Generation, DW has created a radio soap that tackles tough social issues with the help of a love story. It covers issues that are important for African youth like drug use, pregnancy and domestic violence – and does this in a fun and entertaining way to keep listeners coming back for more. Mxit can help the program do its job even better.

One of the Mxit app’s core strengths is “tailoring features for original localized content targeted at emerging market youth”. Crossroads Generation, the educational radio soap, is targeted to this market – African youth who will greatly benefit from having the program on such an accessible platform. Mixt enables users to gather around the content to react, discuss and develop their own ideas and this will surely expand Crossroads Generation’s effectiveness.

DW’s educational content for Africa is produced to enlighten and educate young Africans and is an ideal complement to the Mxit mission. With DW doing a lot of other work in media education and social awareness, it would be a positive development to see this partnership develop in the future.

Find out more about DW’s partnership with Mxit here.


2015-01-23 | 1:50



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