|
Programs |
||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
Final Report for the
|
|
||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
|
2. Media Support: Theater and Mass Media HIV/AIDS Control Through Theater FCO 23473-1, 23473-2, 53693
Background The Miujiza I and II Projects were developed in response to the felt need to use innovative interventions to promote behavior change. This would be achieved by combining traditional and modern communication approaches to provide AIDS information and to model interventions for behavior change for both adult and school age audiences. This was to be done through professional theater performances that aimed at stimulating community participation and dialogue between audiences and actors both during and after the performances. In addition broadcast quality videos of some plays would be produced so that the performances could reach a large population. The Miujiza Players theater company was established and contracted to carry out a 15-month pilot project on AIDS control and prevention. The follow-on Miujiza II project begun in November 1994 as a 21-month project, which was later extended to December 1996. Both projects targeted schools, community and worksite populations in the AIDSCAP geographically focused areas of Nairobi, Eldoret and Mombasa. Miujiza Players were trained in audience interaction and condom demonstrations, and focus group methodology to equip them with skills to use FGDs as a method of obtaining audience feedback. Audience interaction sessions were held following performances. During the interactive audience session, the audience was encouraged to comment on the characters in the play and the situations portrayed, and to direct questions at the facilitators. The total budget for the four-year Miujiza Players intervention was $304,686: Miujiza I was $103,635, and Miujiza II $201,051. Objective The project goal was to reduce high risk sexual behavior in sexually active populations in selected sites in Kenya. The project purpose was to influence the knowledge, awareness, and attitudes of sexually active community members concerning HIV/AIDS. Miujiza Players I Accomplishments
In the later stages of the project, Miujiza was able to provide referrals, though this was most likely to happen when they performed at institutions with health facilities, for example encouraging military audiences to seek treatment for STDs at the military clinic. Miujiza Players II Accomplishments
Miujiza I and II: Overall Comments Findings Two attempts were made to conduct KABP studies, with the intention of assessing audience knowledge levels to help the company tailor their productions to the audience. The first study, carried out under Miujiza I, involved self-administered questionnaires with worksite populations. The exercise was not successful as the methodology had problems of representativeness and the validity of questionnaire responses. The second attempt, by a consultant during Miujiza II, was also problematic. This survey of 784 respondents from worksite audiences used the Miujiza performers as interviewers thus avoiding the problems of self-administered questionnaires. However, those who were interviewed were mostly low cadre staff or casual workers, who were more likely to attend the plays, but not representative of the general workforce. Miujiza Players conducted a total of 24 FGDs over the life of the Miujiza II project. Findings indicated that the majority of participants had heard about HIV/AIDS. Most participants mentioned all modes of transmission and cited abstinence as the best mode of prevention. Both males and females in the majority cited being faithful to one partner as being ideal. A vast majority of participants felt that they had changed their sexual behavior over the past two years through the use of condoms and reduction in sexual partners. On a more objective note, AIDSCAP engaged a consultant to conduct a qualitative end-of-project evaluation in December 1996. The goal of the evaluation was to assess the effectiveness of the Miujiza players in transmitting messages and affecting attitudes related to AIDS prevention; to indicate the strong and weak points of the intervention; and finally to determine the effectiveness and appropriateness of messages designed under the project. The data collection process involved eight focus group discussions with members of the target audiences in Nairobi and Mombasa (seven at worksites and one with the military), an FGD with the Miujiza Players company and 11 in-depth interviews (with worksite and military administrators, the Miujiza Players director, and the AIDSCAP Country Office). The evaluation of Miujiza II established that the project far surpassed its quantitative target of reaching a total of 7,500 people (as noted above). In addition, there was vivid recall of the messages by the FGD participants, indicating the effectiveness of the plays. Many paraphrased messages in the plays in their own words, indicating comprehension of the messages. The interactive sessions at the end of the performances imparted skills on condom use, a critical aspect of safer sex practice. However, Miujiza's unfortunate message that condoms are not 100% effective (rather than condoms are effective if used correctly and used every time) had a serious negative effect as a section of the audiences did not consider this method a viable option after the performances. Reported behavior change in the focus group discussions included a cited trend amongst participants towards having one partner, both at the worksites and the military camps. There were also indications of positive changes in attitude among those who had watched the plays as they had started opening up to their immediate family members, mostly the spouse and children. This typically happened after the performances. It is important to state that none of these stated changes or trends can be attributed purely to the performances alone as other interventions by other organizations may have played a part. Constraints Using competitions to select plays for performances was not successful. Most scripts submitted were unsuitable, for reasons of length of production, level of simplicity, adaptability for performance by a mobile group, and even relevance to contemporary society. It was far more sustainable, cheaper and less time consuming to have the company develop the scripts themselves. The project design had envisaged involving Miujiza directly in ongoing evaluation and monitoring, through training them in quantitative and qualitative methodologies. Experience showed that this was probably over-optimistic. Although the training was valuable in giving the Miujiza Players a different perspective on their activities and emphasizing both the ultimate project objective of behavior change and the need to base plays on audiences' concerns, evaluation and monitoring require highly developed skills, such as data analysis of focus groups, which could not be adequately transferred to Miujiza in a short training. By the end of the project, the company had requested refresher courses in note taking, probing, and data analysis skills. This experience calls for a rethinking of the strategy for evaluating similar projects in the future. It was sometimes hard to identify performance sites because of apathy towards HIV/AIDS education. The Miujiza Players sometimes encountered hostility when approaching institutions to propose a theater performance on HIV/AIDS. Focus groups were also often hard to organize, since employers were often reluctant to make time available for them, even if they agreed to a performance. Audiences also found it difficult to participate in discussions of their personal lives. Linkage with the PSI Condom Social Marketing Project was ineffective. Miujiza gave away condom samples to their audiences as appropriate (for example, not for school audiences, where this could have created problems with staff and parents). As noted in the Condom section above, the provision of condoms was an informal arrangement with PSI. At the start of the project, the interaction was smooth and PSI generously provided a substantial number of free condoms to the project. However, as the project continued, the links became more unpredictable. The major constraint was the lack of a contractual agreement on both sides and, possibly, the inherent conflict between providing free samples of condoms to a new project and the need to sell, not give away, condoms. Distribution of the two videos of the plays was limited, particularly of the second video "Kachinja." Few copies of that video were produced, despite the expressed need for materials at worksites and other institutions. The underlying problem was the assumption that the Miujiza Players would have the time, interest, and capability to take on administrative tasks that went beyond the theater performances. Future projects need to define expectations more precisely. Lessons Learned Professional drama groups such as Miujiza have shown they are a powerful medium in "info-training" and furthering people's knowledge and information about HIV/AIDS. However, it is essential to use other strategies to reinforce messages through media such as brochures, pamphlets and video. A nominal fee should be charged for performances. The Miujiza Players stated in the end-of-project evaluation that they thought offering free performances of AIDS plays had fostered suspicion about the group's motives and raised questions about the quality of the plays, since most people associated free things with "cheapness". Interactive discussions held with audiences after the performance were a valuable part of the educational process. Additionally, despite some problems in organizing FGDs, the FGDs held with target audiences were essential in determining what was important to focus on in the writing and production of an original script for a play. Different audience groups should be targeted according to age, sex and socio-economic status. A homogenous audience provides a free atmosphere for discussion, especially on sensitive matters touching on sexuality. For example, women may be inhibited by the presence of males, and married and single people may have different concerns. Performances need to address the varied interests of different audiences, for example, themes for rural areas, or related cultural practices such as widow inheritance, circumcision, or village quacks. They should also de-emphasize the concept of high risk group or specific groups at risk, and move away from stereotyping, such as that people who drink always get AIDS. A regular and frequent schedule for refresher training is essential for any group involved in interaction with the target audience, particularly when, as in the case of Miujiza, there is a degree of staff turnover. Although the level of knowledge among the players was high, and they referred questioners to other sources when necessary, there was still need to monitor the performances to ensure messages were accurate and clear. Country Office Assessment The end-of-project evaluation was very positive, with most of those interviewed in both focus groups and in-depth interviews stating their sense that drama created a surge of interest in AIDS prevention issues, which was valuable in personalizing situations and making the fact of AIDS real for the audience. The evaluation also reported that the combination of several BCC approaches, i.e. peer education with drama was preferred by the target audience. One issue that should be reassessed in future interventions is the use of the acting group themselves to carry out focus groups with their target audience. Training was provided for this activity, but as noted above, this was note the area of interest or expertise of the company. On the other hand, the focus group activity helped to sensitize the company to the audiences' reactions and concerns. This intervention used a professional drama group, not a folk media approach, which raises some interesting issues about the relative cost-effectiveness and efficacy of working with professionals. The professional caliber of the performances and their training in conducting interactive sessions resulted in high quality and a high level of acceptance of the messages. However, supporting a professional company is expensive. Future interventions should weigh up the advantages and disadvantages of this approach. Process Indicator Summary I
Process Indicator Summary II
AIDS WATCH Newspaper Column FCO 20475 and 33477
Background AIDS WATCH was a popular weekly Sunday column in the East African Standard newspapers in Kenya. The newspaper has a country wide circulation of over 70,000 copies per day, with a readership estimated at around 700,000. AIDS WATCH was one of the first newspaper columns to discuss AIDS in Kenya. The column was started in 1991 by Raphael Tuju, a well-known television journalist, and funded by WHO, but funding ended after a few months. In 1993, the AIDSCAP Country Office supported the reintroduction of the column as a strategy to foster a supportive environment for AIDS prevention initiatives. AIDS WATCH was aimed at both rural and urban readers, particularly the latter, since the paper has a higher circulation in urban areas. These are people with the money to buy a newspaper. They are opinion leaders, for example household heads, junior and senior managers in institutions. Others who get access to the newspaper would be housewives, upper school children and other literate members living with such families. In 1993, urban areas already had a high HIV prevalence rate of 11-12 per cent (about 250,000 individuals), compared to a rural prevalence of 4-5% (about 480,000 individuals). Public discussion about HIV/AIDS was still very limited. Press stories tended to focus on sensational issues, condoms were not mentioned, and sexual behaviors and their relationship to HIV were not discussed. Objective The major objective of AIDS WATCH was to inform, educate and communicate facts about HIV/AIDS and related issues to Kenyan readers to increase knowledge on AIDS and STDs, correct misinformation and myths, and promote discussion. The column aimed to sensitize readers in order to assist them to make informed decisions and change their risky sexual beliefs, attitudes and practices. The column was also aimed at persuading readers to change their discriminatory attitudes and behaviors against PHIV/PLWAs and to rally their support for programs and activities aimed at controlling the spread of HIV. In addition, the column was intended to provide a format for answering questions from the public anonymously. Accomplishments From 1993-96, AIDS WATCH was the only weekly column solely dedicated to discussing HIV/AIDS and related issues in Kenya. Over 100 articles were published in this period, covering a wide range of issues. These included facts and research updates on transmission, prevention, care, and therapy of HIV and AIDS, interviews with people and families affected by AIDS, discussions of situations leading to high-risk behavior, including cultural issues, hard-hitting attacks on discrimination and ignorance, and special columns dealing with issues related to youth, women, and families caring for people with AIDS. The articles were solidly based on research by scientists, status reports by scientific institutions, focus group discussions, interviews with PHIVs, PLWAs, individuals affected by AIDS and response to letters from readers. The column became very popular within a very short time. In a Sunday Standard poll in 1996, it was voted one of the top five columns. Many people interviewed by the AIDS WATCH team said they always looked forward to reading the column on Sunday. The column became recognized as a reliable source of personal advice. Thousands of readers wrote to ACE with questions about HIV/AIDS, including many HIV-positive people and people with AIDS who asked for advice on various issues to do with their condition. All letters received a reply, with booklets on AIDS information or referrals to sources of help in their area. For many correspondents, these letters and the column were their only source of accurate information on AIDS. The column also helped to foster understanding of the difficulties of PLWAs: several PLWAs and their families in Busia and Nairobi, Kenya also received help from readers of the column. This input from readers became increasingly important in shaping the column. Readers' letters were published (typically under a pseudonym) and issues raised by readers were used as the basis for developing new articles. AIDS WATCH was the first newspaper column to discuss condoms and was responsible for changing the editorial policy of several papers on condoms. AIDS WATCH first presented the issue as a reply to a readers' letter, which was effective in disarming criticism. The articles succeeded in keeping the dialogue on condom use on course, in a proactive manner, without arousing acrimony The articles were used as the basis for a follow-up book by Raphael Tuju, AIDS: Understanding the Challenge (English Press Limited, 1996). The book is currently on sale throughout Kenya. Constraints ACE Communications faced some difficulties in identifying the right people to interview. Among other sources of information, the column's approach was to talk to PLWAs and affected families plus experts in the different fields that the column addressed. Stigmatization is still a big problem in Kenya. Many HIV infected people still do not want to be open about their HIV status let alone give interviews to the press or have their photograph in the column. Even some doctors were reluctant to give interviews to ACE. Findings Ace Communications' informal research while writing the column showed that many people, though aware of AIDS, were still uncertain of some basic facts about HIV/AIDS. As noted above, AIDS still carried a stigma. Many PLWAs lacked money to buy medicine and food and were often neglected. The problem of children orphaned by AIDS was also growing everyday as more people died of AIDS. A qualitative evaluation of the column was also carried out by AIDSCAP, as part of a media evaluation in March 1997, one year after the column ended. The purpose of this evaluation was to determine to what extent the project objectives had been achieved, whether there is still a role for a newspaper column on HIV/AIDS, and what form such a column should take. Above all, the evaluation sought to determine the column's effectiveness in reaching the audiences and encouraging discussion about HIV/AIDS. Two FGDs were held, one with young trainee journalists and the other with NGO program officers working on HIV/AIDS. In addition, key informant interviews were held with the two editors of The East African Standard responsible for the column, and the columnist himself. All respondents thought that the column had effectively contributed to creating awareness, and positive attitudes and behavior in relation to HIV/AIDS. According to the communications students, the column created much more awareness in the urban areas about high risk sexual behavior, and the need to treat AIDS patients with care. Similarly, those interviewed indicated that the column succeeded in humanizing the AIDS epidemic, as the many people with HIV/AIDS who went public did so through the column. It was also reported that parents used the column to educate their children. Additionally, responses showed satisfaction with the way the column handled regional issues in multi-cultural Kenya. Material for the column was collected from different parts of the country, especially areas most affected by the disease. It was thought that cultural issues such as circumcision, polygamy, and wife inheritance were effectively handled by the column, with openness and moderation. The column appeared to have satisfied the informational needs of both focus groups. Journalism students interviewed talked of having learned about how to cope with AIDS, AIDS symptoms, condom use, and the importance of abstinence. A manager in an HIV/AIDS program reported how an article on AIDS orphans had been of immense use to her organization. The evaluation concluded that the column had addressed the project's objectives of broadening awareness about the impact of HIV/AIDS, humanizing AIDS, educating people on prevention and care, and correcting myths and misinformation. The respondents recommended considering reviving the column, but made the following recommendations to improve its effectiveness:
Lessons Learned It was essential to establish the credibility of the AIDS WATCH column due to the amount of incorrect information that was portrayed in the media about HIV/AIDS. Credibility was an important issue partly due to the sensational and often incorrect treatment of AIDS that had been current in the media. Stories on such things as condoms being laced with HIV added to the existing myths that the public had about HIV/AIDS. Various strategies were used to establish the credibility of AIDS WATCH. The most important was the choice to continue funding an existing column written by a well-known and credible journalist, Raphael Tuju, who already had wide public recognition from his work as a television newscaster. ACE Communications then increased the credibility of AIDS WATCH by a number of other strategies. For example, the column referred readers to a core team of professionals selected by AIDS WATCH which included medical doctors, social workers, and counselors. AIDS WATCH was very diligent about answering readers' letters and prompt and reliable responses were sent. AIDS WATCH took a dynamic approach to AIDS information dissemination, reflecting and moving with readers' needs for information. This was one of the main factors in the column's success. The column systematically addressed prevailing misinformation and myths around HIV/AIDS through an approach that was not accusatory. The information was reported ("We've been hearing about condoms being laced with the HIV virus") and then expert opinion and facts would be presented. In the early years of the column, sensitive issues like condoms were discussed as part of the answers to readers' letters, which allowed them to be addressed in an acceptable context. It is worth noting that this discussion of condoms in AIDS WATCH contributed to the change of editorial policy on mentioning condoms in the press. AIDS WATCH began with the "ABCs" of AIDS, disseminating basic facts, and then, responding to reader's needs and the changing realities of the disease within Kenya, moved on to respond to a wider number of issues. These included articles on the care of AIDS patients, profiles of people living with AIDS, and stories on orphans using reports from regions such as Kisumu. AIDS WATCH also had an interactive style and content. A large number of columns answered readers' letters and questions. These ranged from how AIDS is contracted to home-based care or how readers should care for their relatives suffering from AIDS. This movement reflected a "natural" life-span of the project. After three years, however, AIDS WATCH ended its regular column in order to avoid reader and writer fatigue. Country Office Assessment This project straddled the line between behavior change communication and policy advocacy. Given the high level of denial of the epidemic among the general public, it was an effective strategy to direct attention of the educated public to the many aspects of the epidemic in an easily accessible form and to provide a source of support and guidance to those who had no-one to turn to. The column appeared in the magazine section of the Standard, which increased the likelihood it would be read by the youth. The large number of letters received showed that it met a need, and provided a means of assessing which aspects of the epidemic were of most interest to readers. The intervention appeared to be well-timed. Process Indicator Summary
Maajabu Weekly Radio Shows FCO 33486
Background The radio serial drama Maajabu started on air broadcast on the Kenya Broadcasting Corporation (KBC) in November 1994 and ended in January 1996, after 62 weekly 15-minute episodes. The episodes were translated, produced and aired in five languages including Kiswahili, Kikuyu, Kalenjin, Luhya and Dholuo. The serial drama covered topics and issues of such diverse interest as family life and AIDS, sexual relationships, practicing safer sex, myths about AIDS, perceived causes and cures of AIDS, and community based care for AIDS patients. While the topics covered could not address all the issues pertaining to the topic of AIDS, particular effort was made to ensure that listener requests about issues were addressed. Radio was selected to reach rural audiences, since it reaches a large number of the population. The Kiswahili radio service, for example, covers 95% of Kenya's land mass and reaches up to 84% of literate Kenyans. It is estimated that about 90 per cent of all AIDS-infected people contracted HIV through sexual activity. The radio serial drama therefore was specifically designed to target sexually active adults. The form and content, language, values orientation and perspective of the radio serial took all these factors into consideration in creating the drama and its characters. However, some episodes were specifically designed to address the issues and concerns of a particular category, for example male youth, female adolescents, bachelors, married women etc. A radio serial drama outline was written based on documentary and empirical research. The outline was constantly reviewed to accommodate the listeners' views which were expressed in their letters to the producers, a feed-back, feed-forward evaluation system that proved very effective. Each script translation considered the cultural sensitivities of each language group. The drama was funded as a joint project with PSI, who paid for 50% of the air time, in exchange for a 90-second advertising slot for TRUST condoms. Objective The aim of the drama was to influence the knowledge, awareness, and attitudes of sexually active community members on HIV/AIDS. For this purpose a down-to-earth plot was developed, based on the lives of characters who were easy to identify and empathize with. This drama, based on universal passions and lifestyles, attracted a wide cross-section of KBC radio listeners. A total of 27,000 listeners wrote back to the producer indicating how the drama had touched or changed them or their loved ones. Accomplishments The Radio Show: The Plot The story is set in a small urban estate environment where neighbors know and interact freely with one another. The characters are ordinary low and middle-class people experiencing the everyday struggles of life. A cross section of society is represented - the young, the middle aged, mothers, fathers, sons, daughters; practically people from all walks of life. Though their environment is ordinary, the things that these folks do are amazing - indeed, extraordinary, reflected in the title of the program, Maajabu, which is Swahili for surprises or wonders. With such a title the program had license to raise issues that would normally be criticized. in a radio drama. It was, for instance, able to raise issues on sex and sexual practices, which otherwise are subjects not discussed in open society in the African context. Though the story is set in an urban estate, the experiences, values and behavior of the cast is based on universal passions, so that both rural and urban audiences can identify and empathize with the characters. In addition, throughout the serial there is deliberate interaction between rural and urban folk. The drama presented both positive and negative characters and situations to highlight the risky sexual practices that people knowingly or unknowingly engage in, risking contracting STDs or the AIDS. By using male and female characters of different ages, the message is clear that AIDS can infect or affect anyone and that all have a part either individually or communally, to play in combating the epidemic. Through these characters the social, cultural and medical costs of AIDS are also explored. Radio Competition The project design included a competition for listeners as part of the radio show. Listeners who answered questions about the most recent episodes of the show correctly won prizes of a radio (the main prize) or T-shirts. This was intended as both a feedback/feed forward and a monitoring mechanism. As a monitoring tool, it was hoped that responses from listeners would show if the messages were successful as the competitions questions related directly to the moral, theme or overall message of a particular episode. The competition was also an opportunity for the listeners to give their comments and opinions on the characters, the plot and their overall impression of the serial. Every program, in all the five languages broadcast, carried names of five T-shirt winners. This encouraged a lot of listeners to discuss the subject of AIDS as they discussed the competition questions. Over 1500 T-shirts were distributed to listeners all over the country. A further incentive was provided through a presentation of a radio to 3 listeners from each one of the broadcast language areas. One presentation was done in the broadcast capital city of Nairobi, and another in the regional radio center of Kisumu. The Kisumu ceremony, at which the Provincial Commissioner made the presentations, was used to popularize the program further in an area where NASCOP surveillance statistics showed increasing HIV incidence. Listener Feedback The feedback received from listeners was overwhelming, with over 27,000 listeners writing back, far above the expected 5,000 letters. Samples of letters were randomly picked for continuous analysis. This helped the production, research and scripting teams stay 'in tune' with the listeners. The audiences' concerns and issues were continuously evaluated, considered and included in the story line when appropriate. The main issues raised by listeners related to: family life and AIDS, causes of and cures for AIDS, condoms and safe sex, community care for AIDS patients and the changing issues surrounding sexual relationships. Findings A qualitative evaluation of Maajabu was carried out by AIDSCAP in March and April 1997. The objectives were to assess the effectiveness of the project in reaching the audience, and fostering discussion about HIV/AIDS; and to assess whether the radio program should be repeated, and if so, whether and how the content should evolve. Eight focus groups discussions were held with representatives of the audience from a total of four language groups (all except Kikuyu), supplemented with four key informant interviews with radio producers and project staff. Participants indicated that they had learned important information from listening to the program. Information cited included facts about the disease, for instance that it has no cure, and how to live with AIDS in the family (how to take care of a sick husband). In all the FGDs, participants indicated that they had listened to the program at home, with their families. In the Luhya language FGD however, some of the participants indicated that they had opted to listen to the same program in the Kiswahili language. Participants in all the FGDs showed emotional attachment to the episodes in the program. Most of the participants thought the episodes were interesting, entertaining, informative, and very enjoyable. This level of interest was confirmed by their strong views on particular characters. Qualities admired included courage (although some female participants thought this particular female character was too brave), care and concern for other people, and providing good advice to other people. Equally, in one FGD participants disliked the behavior of one character who kept on infecting people with HIV/AIDS. According to the participants, the programs were true to life, since they reported that there are many people who behave like the characters in the episodes. Hence in part, the incessant pleas by many participants that the program should be immediately reinstated. Negative behavior portrayed that is realistic, according to participants, included using money to lure unsuspecting women, spousal disagreements and fraternal rivalries, widow inheritance, and many AIDS patients committing suicide or eventually dying. Contrary to expectations that popular opinion supports careful censorship of program content, participants interviewed in the FGDs felt that all people, young and old, including house-girls, should be exposed to the program. Participants also indicated that discussions are usually held about the program by listeners with family members, friends, workmates, and neighbors. It was agreed that the prize competition motivated people to listen keenly to the program. Participants interviewed in the FGDs said that they had noted positive change in awareness, attitudes and behavior with regard to HIV/AIDS. They attributed some of these changes, including condom use and the reduction of non-regular partners to the radio program. However, participants were divided on whether attitudes towards the condom have changed for the better. Some said condom use had increased; while others felt that single people have resorted to abstinence, and the married to sticking to their partners. Other issues that emerged from the FGDs were the reluctance of men to use condoms, the persistent negative attitudes about condoms among church leaders, and the confidence in condoms that people gained from the condom advertisements. It is interesting that the condom advertisements were generally seen as being appropriate, though some of the women lamented that they had caused men to be unfaithful. The overall consensus was that compared to similar radio programs, Maajabu was by far superior. The emphasis on the enter-educate approach; the style, choice of language, characters and suspense were some of the attributes of the program which made the listeners give it a higher rating than other radio programs. Although some of the respondents suggested that the program should be repeated for the sake of those who did not listen at all to or missed some episodes, the overall suggestion was that the program should be continued, possibly as a new series, rather than be repeated. The reasons given were that AIDS continues to claim the lives of many people, that the issue of living with AIDS has not been exhausted by the program; and that the cohorts of the young ignorant people who are entering the sexually active and reproductive age groups need to be educated on the subject of HIV/AIDS. Based on these findings, the evaluation report recommended that the program should be continued, preferably as a new series; but that the selection of languages, and dialects within languages, should be reviewed in the light of the project's experiences. The report also recommended that the program place greater emphasis on the issues of living positively with AIDS and AIDS counseling; and pointed out the continuing need for education on condoms and condom use. Lessons Learned Radio media portrayal of sensitive topics around HIV/AIDS was controversial, requiring that project implementers be prepared to face and meet such conflicts. Maajabu was a pioneer in addressing the sensitive topic of condoms on the radio, both in the soap opera episodes and through the condom advertisements.. From their experience, ACE now knows that dealing with sensitive topics in the public area will be a "bumpy road". For example, halfway through the show, the condom advertisements and any mention of condoms in Maajabu were censored. However, project implementers should face potential controversies and continue to try and address these issues. Continuous listener feedback strengthened the radio program content and mechanisms to solicit feedback should be included in such projects. Continuous listener feedback is desirable throughout the life of a project. ACE carried out extensive pre-testing of the radio shows before finalizing the characterization and setting. The need for feedback might also require that ongoing focus group discussions be included in the project design. ACE found innovative, low-cost means to solicit listener feedback such as listener competitions, with valued prizes (radios) awarded for each language group. Over 27,000 letters (about 2,000 a month) from the listening audience were received. Samples of the letters were analyzed to assess listeners' concerns and these were fed forward into the content of future programs. The value of pre-testing for script development was emphasized by the number of letters ACE received identifying with, praising, and condemning the characters. ACE's experience confirmed the need for intensive study of the target audience for production planning. For radio, when using local languages, project designers should gather information on broadcast times and listening times. For example, ACE discovered that the Luhya local language broadcast was being played during low listening hours in an afternoon slot and conflicted with a popular program on the Swahili service. This is likely to have contributed to the low response from listeners in the Luhya community. Selection of the appropriate local language for broadcast is complex and should be based on intensive study during the planning phase. ACE's experience confirmed the need to establish which languages are globally acceptable by all of the subsets of the ethnic group being targeted. For example, with the Kalenjin group, Kinandi is understood by all subsets. In fact, contrary to project assumptions that written correspondence would be received in Kiswahili or English, written mail to the program was overwhelmingly written in local languages. This was especially true for the Kalenjin and Luo communities, where the local language and broadcast time helped to reach a wide audience. However, this was not the case with the Luhya population. The Luhya contains so many dialects that the dialect chosen for Maajabu was not appropriate and audiences were not reached as they should have been. Had preliminary audience research been carried out, the resources spent on this broadcast might have been better directed to another, more easily reached, language group. Country Office Assessment The power of "infotainment" to attract an audience and help them to identify with a situation was clearly demonstrated by the responses of focus groups to the project evaluation. Even one year later, audiences vividly remembered characters and situations in the drama, and requested that Maajabu go back on air. It was also significant that virtually no criticisms were made of the content of the drama, which was considered suitable for all ages. The main barrier against such an intervention applies to many mass media initiatives, i.e. its high overall cost, resulting both from production charges and air time costs. It would be valuable to compare this with an assessment of the cost per person, using a similar schedule to that developed for AIDSCAP's pilot sustainability assessment. The drama itself was extremely successful; it would be useful to consider sharing costs with other donors and projects to produce a follow-up that dramatizes a range of reproductive health issues in local languages. Process Indicator Summary
|
|||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
 |
|||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
