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Tell your story
Empowering storytellers and stories across the global south.
Develop a strategy
Providing a strategic vision and roadmap to optimise your communication needs.
Engage your audience
Keep audiences engaged, engrossed, and on the edge of their seats.
Our services
Developing strategies and content to help NGOs and companies to engage their audience.
Drawing on half a century’s worth of media expertise, our team harnesses the power of story to foreground your strategic vision and roadmap for optimal communication.
News and Insights
Growing concern on the use of AI generated graphics
AI-generated graphics are becoming more common on social media and in marketing. Many people use these tools because they are fast and easy. However, not everyone supports this trend. In South Africa, many creatives and audiences are raising concerns about AI graphics, especially when it comes to authenticity and fairness.
One of the biggest issues is that AI graphics often do not feel authentic. In South Africa, storytelling is deeply connected to culture, identity, and lived experience. When an image is created by AI, it does not come from real emotions or personal stories.
Understanding South Africa’s shift to short-form video
Short-form video has rapidly transformed how people create and consume content in South Africa, driven by platforms like TikTok, Instagram Reels, and YouTube Shorts. With millions of users accessing social media primarily through mobile devices, quick, engaging videos under 60 seconds have become the preferred format. With this shift, South African creators and brands have adapted by producing relatable, mobile-first, vertical content that resonates with local audiences. As a result, short-form video is not only reshaping storytelling but also creating new opportunities in the creative industry, from influencer marketing to educational “edutainment” content.
Should South Africa lift social media restrictions for under-16s?
South Africa ranks among the countries with the highest daily internet use in the world, reflecting how deeply digital technology has become part of everyday life. However, this growing connectivity also raises concerns about the impact of excessive online activity on young people. As children spend more time on social media platforms such as TikTok, Instagram and Snapchat, experts are warning about risks including cyberbullying, harmful content and declining mental wellbeing. With countries like Australia introducing a ban on social media for children under 16, the debate is now growing over whether South Africa should introduce similar measures or focus on stronger digital education and online safety protections.
Beating the algorithm with multimedia storytelling
The power of strategic podcasting
South African organisations are increasingly using podcasts to reach audiences, build trust, and shape public conversations. Because people can listen while commuting, exercising, or working, podcasts make it easier to connect with audiences regularly and share messages clearly. Frayintermedia approaches podcasting as the starting point of a broader content strategy rather than the final product. Each episode becomes a rich source of insight, narrative, and messaging that can be thoughtfully adapted into multiple formats designed to extend reach, reinforce key messages, and engage different audiences.
Call for Entries: 2025 Sanlam Group Financial Journalism Awards
For more than five decades, the Sanlam Group Financial Journalism Awards have recognised the journalists who shape Africa’s understanding of business, markets and the economy. As the awards mark 51 years in 2026, entries are once again open, inviting reporters and storytellers from across the continent to submit work that reflects excellence, integrity and impact in financial journalism.
The power of visual storytelling
Visual storytelling is a powerful tool that brings stories to life by combining imagery, emotion, and movement to create meaningful connections. Through digital media, people are able to explore new places, experience different cultures, and see the world through someone else’s lens. From personal journeys to travel stories like those shared by South African creator Popi Sibiya, visual storytelling shows how real experiences can inspire, connect, and shape the way we understand the world around us.
AI misuse deepens grief after fatal school crash
This week, a heavy cloud fell over South Africa as a normal school day ended in tragedy. Fourteen young lives were lost when a taxi and a truck collided, leaving families and communities shattered. As the nation mourned, grief was deepened by the spread of a fake AI-generated image falsely claiming to show the victims. Instead of bringing comfort, the misuse of technology caused further pain, reminding us that in moments of loss, truth, respect, and compassion must always come before clicks and attention.
16 DAYS OF ACTIVISM AGAINST GENDER-BASED VIOLENCE
The 16 Days of Activism against Gender-Based Violence highlights the urgent need to address violence and discrimination against women and girls worldwide, calling on journalists to create gender-sensitive newsrooms and report GBV with accuracy, dignity, and context. Despite alarming UN Women statistics,including that one in three women experiences GBV and that most deepfake content targets women, the media often treats cases as isolated incidents, reinforcing harmful stereotypes and ignoring systemic causes. Researchers and experts, including Elsje-Marie Jordaan and Professor Rachel Jewkes, emphasise that ethical reporting can help shift public attitudes, hold perpetrators accountable, and support survivors.
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