JiK’iZinto is a movement representing a generation determined to take control of their future and rewrite the narrative. Backed by Girl Effect, a global non-profit organization, this initiative is all about inspiring young people to make informed choices and equipping them with the tools to tackle life’s challenges head-on. With its blend of music, multimedia content, and accessible digital platforms, JiK’iZinto speaks the youth’s language, delivering essential information about topics like mental health, relationships, reproductive health, and career guidance.
In South Africa today, young people face enormous challenges. Just take a look at the numbers: in 2024, the employment rate for young men was 31.9%, leaving young women trailing at just 24.2%. The unemployment rate for women hit a staggering 49.4%, a massive jump from 46.1% back in 2004. And when you consider that 60.7% of 15-24-year-olds were officially unemployed in late 2023, it paints a picture of a generation struggling to find their footing. Even among those aged 25-34, the situation isn’t much better, with unemployment at 39.8%.
These statistics aren’t just data points—they represent the daily realities of millions of young South Africans, particularly women. JiK’iZinto was born from the urgency to confront these challenges and to provide a platform for young people to rise above them. By providing knowledge, resources, and opportunities, JiK’iZinto aims to empower South African youth to create the future they deserve, instilling hope, resilience, and a sense of agency—especially for those who face systemic barriers to education, employment, and equal opportunities.
The movement kicks off with a series of initiatives that embody this mission. First up is the anthemic track, Iskhath’ Sam Manje—a rallying cry for the youth of South Africa. Featuring DJ KMAT, Dee Koala, and Boohle, the track has a fun, vibrant, infectious energy that’s sure to resonate with our groove loving youth while also inspiring them to take charge of their destiny. With the lyrics directly translating as “It’s My Time NOW,” the song is all about seizing the moment. You can check it out on all major streaming platforms as of September 20th. This
Next, the movement rolls out a four-episode web series that dives deep into the lives of young South Africans, showcasing their struggles, triumphs, and pivotal moments of change. The series stars rapper and storyteller Dee Koala, content creator Barbara Moagi, youth activist and social entrepreneur Amonge Sinxoto, and comedian Khanyisa Unfiltered. Each sharing their stories and reminding us that self-discovery starts with a single step and that every young person can lead the way. You can catch the web series on JiK’iZinto’s YouTube channel.
Adding to the mix is the comedy-drama TV series DiChipi, about three unlikely friends who unite after a chaotic night at their community center to prevent its closure. As they work to fix their mistakes, they embark on a journey of growth and transformation. With plenty of laughs and relatable moments, “DiChipi” reflects the experiences and aspirations of South African youth, featuring guest appearances from top celebrities and emerging stars that will resonate with viewers across the nation.
For those who prefer to engage digitally, the JiK’iZinto web application offers a low-data, mobile-first platform that brings crucial, youth-friendly information right to their fingertips. Covering a wide range of topics like mental well-being, career advice, sexual and reproductive health, and more, the platform ensures that young people have access to reliable information whenever they need it. This addresses a critical gap in accessible, accurate information for South Africa’s youth. The digital divide ain’t got nothing on JiK’iZinto!
According to Lebo Leitch, Creative Lead at Girl Effect, “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.” South African artist Boohle echoes this sentiment, adding, “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.”
At its core, JiK’iZinto is about breaking down barriers and challenging the limitations that society has placed on South African young people, particularly young women. It’s about rewriting the narrative, taking control, and building a future that reflects the hopes, dreams, and aspirations of a generation. From helping young women navigate the job market to encouraging youth to step out of societal expectations, JiK’iZinto is a beacon of hope, proving undoubtedly that change is not only infinitely possible but already underway.
Click here to learn more about JiK’iZinto and its initiatives.
