a decade of transforming lives through media how we work kimasomaso (speaking out boldly) radio...
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A decade of transforming lives through media
How we work
KIMASOMASO
(SPEAKING OUT BOLDLY)
RADIO PROGRAMME
BBC WORLD SERVICE TRUST
A decade of transforming lives through media
How we work
BBC-WST works across 5 thematic areas:
1. Health
2. Good Governance
3. Education / Livelihoods
4. Humanitarian
5. Environment / Climate Change
How we work
A decade of transforming lives through media
How we work
BBC-WST projects are designed around four activity
sets:zxx
1.Research
2.Media Development
3.Production
4.Outreach
How we work
Government Ministry
TV Channel/Newspaper/ Radio Station//Website
System
Media practitioners, NGO staff, health workers
Information Policy
Regulatory Reform
Outputs and Practice
Standards
Audience
Professional Associations
Skills/Knowledge
Information/
Participation
Organisation
Population
Practitioner
The Four Levels Approach
A decade of transforming lives through media
How we work
Based on a close understanding of our audiences: through extensive research and building local partnerships x
Characterised by creativity and quality: we draw on BBC expertise and the best local creative talent across multiple media formats: drama, debate, PSAs, radio magazines, documentary, mobile technology x
Unparalleled reach: in 2009, over 250 million people engaged with our programming. The high levels of trust afforded to the BBC brand give our work added impact
Partnerships at the core: with government and other organisations, ensuring that our efforts support and are aligned with national health programmes
Our approach in Health
A decade of transforming lives through media
How we work
Our Strategic Objectives in Health programming:
Improved uptake of healthy behaviours
Increased demand for quality health services and citizen-state interaction on health issues
Increased Knowledge and Awareness of health issues
Changing Attitudes and Behaviour to encourage better use of Health Services
Our approach in Health
A decade of transforming lives through media
Kimasomaso Radio Magazine Programme Overview
A decade of transforming lives through media
Since when? 2003 – present
For whom? Weekly radio programme for Kiswahili
speaking young people
Who is involved? Currently produced by BBC WST from
the BBC East Africa Bureau, Nairobi
Broadcast on the BBC Swahili Service
Funding History? Ford Foundation, JICA, Currently IDRC
Background - KimasomasoBackground - Kimasomaso
A decade of transforming lives through media
Background - KimasomasoPHASE 1 Objectives of Kimasomaso
• To provide accurate information on SRH• Public forum where young people can debate and
discuss SRH issues that face them in their lives...• ...Which will help them reach informed decisions...• ...To protect the sexual and reproductive health of
themselves and others
PHASE 2 Current Objectives of Kimasomaso
• Examining health service delivery, systems & policies• Fostering access and discussion among young people
and health policy makers• Building young people’s understanding of and access to
health research
A decade of transforming lives through media
More that 5.2 million weekly listeners, through BBC Swahili Service (FM and SW) in Kenya and Tanzania
Several rebroadcasting partners across the region including KBC and RFA
Growing interest among other popular media outlets
Listen again audio on the BBC Swahili website
Who listens?
A decade of transforming lives through media
Three Kimasomaso project components
Production: a) 30 minutes programmes broadcast & re-
broadcast weeklyb) Kimasomaso website with listen again audios,
Outreach:a) Listening groups set up within communitiesb) Discussion guides & audio CDs for educational
purpose
Research:a) Qualitative research using FGDs to pre-test
Programmes, understand audience KAP, and evaluate
appropriateness and impact of radio programmesb) Continuous Audience Feedback analysis (SMS,
calls, letter)c) Audience Participation Events
How does it work?
How Kimasomaso WorksDiscussion• taboo issues into open
Self efficacy• Informed• confidence• assertiveness
Seek more Information
Seek services• use facilities• raised expectation for good quality
Give advice
Issues, Format
oSRH & HIVoCurrent affairs
o FeaturesoProfiles
oDiaries/testimoniesoExperts
oRole models
Style
o Youth to youth oBBC editorial
standard•Truth/accuracy
•Impartial•Diverse opinions
EthosoPublic interest Information for
informed decisionsMatters of human
interest oYouth orientedoRespectful
What life is really likeShared concerns
Pan- SwahiliExpert & youth sources
*****AwarenessKnowledge Negotiation
ComparisonsCommonalitiesPerspectives
Advocacy
Change behavior to prevent HIV • HIV Testing• Use of condom
Audience FeedbackAudience Participation Events
* Desire for more interaction* Potential two-way exchange
A decade of transforming lives through media
Impact
Stimulating dialogue: among peers, parents
and teachers
Promoting service uptake: HIV testing
Changing behaviours
Increased courage and confidence among
young people
A decade of transforming lives through media
Why am I here?BBC-WST is now looking to expand the Kimasomaso programme to generate significant content for production from Tanzania
Based on significant audience listenership in Tanzania (5m), and the growth and diversity plans for our Tanzania office
To be working in collaboration with AMREF through their various health programmes in Tanzania, in order to create a dynamic partnership for the programme
Now seeking donor partners who would be interested in being part of these plans
Seeking funding for 1-2 years from now for circa $400,000 per year – equivalent to $0.08 per listener per year
A decade of transforming lives through media
JIMMY INNES,
COUNTRY DIRECTOR,BBC WORLD SERVICE TRUST
TANZANIA
+255 684 883 417