In developing countries, the popular media can be used effectively to address socialproblems (Vaughan, Rogers, Singhal & Swalehe, 2000:82). In recent decades, variousdevelopmental, educational and other socially useful messages have often been includedin the content of soap operas (Mody, 1991).The producers of South African soap opera Isidingo are acutely aware of their socialresponsibility and therefore attempt to make a contribution towards social change andnation building. As such, Isidingo employs positive role models to transmit pro-socialmessages to its viewers. This paper will report on a study that explored the applicationof the entertainment-education (E-E) strategy in the local soap opera Isidingo byinvestigating the perceptions of female viewers in respect of self-reported knowledgeacquisition, attitudes and behavioural changes due to watching this programme.