Designing mass media to nurture community dialogue

Summary:

Using mass media is important in SBC interventions especially when trying to reach millions spread over a large geographic area. However, many behaviors that affect health are rooted in social and cultural norms, and require community dialogue to support lasting change. Mass media interventions, therefore, should motivate individuals to initiate dialogue with their community. Erkab radio program draws on Social Learning Theory and entertainment education approaches while addressing several health topics. The program includes two components: a scripted serial drama and a reality section with stories from real people. The drama revolves around two young couples whose lives become increasingly interconnected through unpredictable sets of circumstances. Health messages are interwoven into the drama, and a sub-plot shows how a community comes together for collective action. The drama is strengthened through real stories of people. The hosts of the program then pose provocative questions to the audience to encourage community discussion. Many listeners reported listening to the program with family, neighbors or friends and often discuss topics raised. Several listeners have taken self-initiatives to engage larger community members, form listener groups and take collective action to improve community health outcomes. It is important for media interventions to spark community dialogue around social norms that affect health; especially in settings where individual and social behaviors are heavily influenced by social interdependencies. The entertainment-education approach is key in achieving this. However, it is also important that media interventions show audiences how they can become catalysts for change in their communities.

Background/Objectives:

Many behaviors that affect health are rooted in social and cultural norms, and require building community consensus for change. However, community based interventions that nurture meaningful public discourse can be resource intensive and difficult to manage when geographic project coverage is large. Mass media interventions can be used to reach large population groups and motivate individuals to initiate dialogue with their families, neighbors and the larger community. Communication for Health, a five-year USAID funded project in Ethiopia that works across several health areas, designed a radio program. Erkab fosters community dialogue and collective action to improve health outcomes.

Description of Intervention and/or Methods/Design:

Erkab, a weekly radio program, draws from the Social Learning Theory and the entertainment-education approach to drive change. The program integrates different health issues including family planning, maternal and child health, malaria, WaSH and gender. It combines a serial radio drama and reality programming. The drama revolves around a story of two young couples whose lives become increasingly interconnected through an unpredictable set of circumstances as they journey through life. Health messages are seamlessly interwoven into the story, with priority focus areas already identified prior to the design of the drama. A sub-plot in the drama shows how a community comes together for solutions that require collective actions. The drama's plots are then brought closer to home for the audience through real stories of people related to the theme of the episode. The hosts of the program leaves the audience with reflective questions to provoke community discussions.

Results/Lessons Learned:

Based on audience feedback, many listeners (about 68%) experience the radio program with family, neighbors or friends. This provides an opportunity for interactions on issues raised by the program. Several listeners have further taken self-initiatives to engage with their communities. One example is Wolde Alaye who said, But it doesn't mean much if I am the only one who changed. Therefore, I have gathered young women in our area and listen to the program in a group. We contribute five birr monthly and started helping people in need; for example, we avail makeshift stretcher beds for mothers to reach ambulances where roads are difficult. Wolde and his group used to listen to the program on a mobile phone before they bought a new radio with the money they contributed. Another regular listener, Hadush Gebregziabher claims the program has helped him discuss with his neighbors on several health issues.

Discussion/Implications for the Field:

Mass media interventions should go beyond individual consumption, and spark dialogue around social norms that affect health. This is especially important in settings like rural Ethiopia where individual and social behaviors are heavily influenced by social interdependencies. An effective media design can motivate individuals into becoming change agents for their surroundings. The entertainment education approach is key in achieving this. However, it is also important that media interventions clearly show audiences how they can initiate discussions within their families and the larger community to drive the change they believe in.

Abstract submitted by:

Biruk Melaku Ayalew - Johns Hopkins Center for Communication Programs, Ethiopia
Tsega Berhanu - Johns Hopkins Center for Communication Programs, Ethiopia
Etsub Zerayohannes - Johns Hopkins Center for Communication Programs, Ethiopia
Biniyam Woubshet Fisseha - Johns Hopkins Center for Communication Programs, Ethiopia
Abinet Getachew - Johns Hopkins Center for Communication Programs, Ethiopia
Esete Getachew - Johns Hopkins Center for Communication Programs, Ethiopia