Using Communications for Development

BBC World Service Trust

BBC World Service Trust

“Hello, hello… Testing, testing… 123”(Feedback!*)

Component 2 is a mass media campaign, though the work is not confined to mass media. Among the BBC WST outputs being produced are:• 105-part TV drama series• 90 TV and 200 radio advertisements• 15 provincial radio phone-in programmes every week

(north, central and south)• 6 documentary films• Interpersonal communications materials (for Components

1 and 3)• Journalism training• Print articles in newspapers and magazines• Website

Our work in Viet Nam – HIV/AIDS Prevention Among Youth Project – Component 2

Themes (Waves)

5 themes• VCT - 12 spots• Stigma and discrimination - 09• Condoms - 15• Talking about sex - 08• IDU - 06

• 50 spots in all; averages to 10 spots per theme• But themes will have more/less spots as per the utility of the medium in getting

messages across

HIV/AIDS Prevention Among Youth Project – Component 2

Component 2 partnersinclude:

• TV spots – IDS• TV Drama – VFC• Website – CIS • Radio phone-in – 15 provincial

radio stations

Media issues

Broadcast plan• Each theme will be broadcast 12 weeks during 18 months• 11 spots per day, spread out over 5 channels

VTV1, VTV2, VTV3, VTV6, VCTV1• Total no. of spots aired in 18 months - 5,328• Each spot aired 107 times

• We are still not clear about when the edited 30-second versions will be aired

• Beginning of July – a televised launch event in Hanoi to introduce the drama, music video, TV spots, and logo…

• Mid-July – TV spots go on air starting with the VCT wave

• Each wave (theme) lasts 3 months (12 weeks) with a week’s break between waves

The Launch

• The first batch of VCT spots were pre-tested in Hanoi and HCMC

• Sampling: 10 groups: CSWs, IDUs, Working youth, Students (University, Vocational school)

• Study: comprehension and recall of messages, suitability, appeal, targeting, preferences

• Interesting difference between the North and South audiences

• 7 changes were made as per the findings of the pre-testing

Pre-testing

Project logo and slogan

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VCT SpotsSplit Conscience

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VCT Spots :#1. Split Conscience

VCT SpotsWho’s the bravest?

VCT Spots :#1. Split Conscience

VCT SpotsWhisper - Man

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VCT Spots :#1. Split Conscience

VCT SpotsWhisper - Woman

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VCT Spots :#1. Split Conscience

VCT SpotsFlashback

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VCT Spots :#1. Split Conscience

VCT SpotsCrash

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VCT Spots :#1. Split Conscience

VCT SpotsBest Friends

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VCT Spots :#1. Split Conscience

VCT SpotsVideo Blog

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VCT Spots :#1. Split Conscience

VCT SpotsHoa Nhip Tim show - Man

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VCT Spots :#1. Split Conscience

VCT SpotsHoa Nhip Tim show - Woman

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VCT Spots :#1. Split Conscience

VCT SpotsLogo

VCT Spots :#1. Split Conscience

VCT SpotsJingle

Using Communications for Development