An Assessment of HIV and AIDS Radio Campaign Messages in Botswana

This 53-page report was produced by Panos Southern Africa (PSAf) as part of a regional assessment of radio campaign messages on HIV and AIDS in Southern Africa. This study seeks to investigate the impact, appeal, and influence of HIV and AIDS messages transmitted via radio on various audiences and to gain a deeper understanding of whether radio is contributing to audience knowledge and discussion of issues around the AIDS pandemic. A particular focus is placed on which radio messages are socially and culturally accepted and whether these messages conform to a structured and planned communication strategy. The study also explores whether radio messages actually contribute to behaviour change among message recipients, with the aim of advising media organisations and HIV/AIDS organisations on how best to carry out campaigns. The study found that radio messages on HIV and AIDS were generally felt to be flat, repetitive, and so culturally acceptable that they run the risk of misinforming people on sensitive issues. In addition, findings showed that radio was ranked very low as a reliable source of information on HIV and AIDS due to a lack of feedback options, and the fact that information given is sometimes not correct.

Findings on broadcasting messages on HIV in Botswana at the time of the survey were the following:

• AIDS messages largely take the form of activity-specific discussion shows.
• Radio Botswana is largely viewed by civil society as the premier station of choice for message placements on HIV.
• Only eight HIV/AIDS civil society groups had some presence on radio in terms of the dissemination of AIDS messages in the six to nine months prior to the writing of this report.
• None of the civil society groups interviewed has a complete communication strategy in place.
• None of the survey participants felt that any of their messages were spurned or removed from the airways.
• Formal research and evaluation of specific radio programmes and message content is an area that presents a challenge to all of the civil society groups interviewed.
• Originators of messages depend solely on radio stations for information on audience reach.
• The cost of advertising on radio is seen as an inhibiting factor to the amount of coverage civil society can access on radio.
• Over the five months preceding the writing of the report, only two organisations placed HIV-related spot adverts on YA Rona FM. Gabz FM, meanwhile, confirmed that it did not have any AIDS-related messages in its system for the same period.
• RB2 was revealed as the most popular station by both audience listener groups as well as by the originators of messages.
• Members of the public found health programme content to be generally shallow.
• Social acceptance of HIV messages was not raised as an issue of any significance.

According to the report, among the most pressing findings was the low ranking of radio as a reliable source of information on HIV and AIDS due to a lack of feedback options, and the fact that sometimes the information given is not correct. The majority of those interviewed from the public or from people living with HIV (PLWHA) groups felt that radio is now amongst the media sources in Botswana that could be least trusted, citing presenter inadequacy as a fundamental reason for this drop in trust. Most people said that television, newspapers, and people living positively with the virus are the most credible sources of information.

The authors state that regardless of the fact that some of the civil society groups have a long-term history of placing health and HIV programmes on radio, respondents generally did not know of these programmes and were unable to discuss programme-specific issues. Consistent, regular, and strategic research on communication in general, and radio in particular, is lacking. Rating and listenership information is limited to the public broadcasters' efforts. Public radio in Botswana has an unwavering loyal listener following. Yet, radio messages are felt to be low-key, repetitive, and lacking in substance. It is also felt that messages are designed for those who know their HIV status.

The report makes the following recommendations:

• Originators of HIV/AIDS messages must take the information content to a new level.
• A concerted effort must be made to more actively and meaningfully include PLWHA in the development, production, and dissemination of programmes and messages on HIV and AIDS.
• The duration of health programmes must be up to an hour. The topics under discussion must be handled with a depth and focus in line with the severity of the epidemic. Similarly, programmes have to "stand the test of time", meaning that producers must make long-term investments in the placement of programmes.
• Simple radio programme awareness campaigns must be initiated to let people know when health programmes will be on air. This must be through a mixture of communication channels including, but not limited to, radio.
• Investment in radio-specific research is a must. This research must regularly and consistently inform all concerned: civil society producers, radio stations, donor agencies, and the private sector, as well as networking media institutions. Key information from such research should include audience demographic diversity, preferences in listening trends, and content issues that resonate with audiences.
• Training is required in the broadcasting sector as well as with civil society groups. In particular, stakeholders need to invest in and capitalise on PLWHA to increase the effectiveness and reach of HIV/AIDS messages. Radio personnel, on the other hand, must be trained on both the social issues and sensitivities surrounding HIV, as well as selected medical and health aspects of the virus.