AFRO-NETS> The Drum Beat - 103 - Telling Stories

[Warren Feek <wfeek@comminit.com>]

The Drum Beat - 103 - Telling Stories
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Telling Stories is an essential part of many cultures. The stories
told reinforce and advance a culture. They confirm and challenge ac-
cepted ways of life and norms. Telling Stories is an important commu-
nication process. But, 'telling', does not only mean a form of commu-
nication. Something is 'telling' when it makes a strong and conclu-
sive point or argument. Communication for development has it's own
telling arguments to make.

***

1. Capital Doctor - Uganda - A call-in radio show that reaches a gen-
eral audience of 5 million, physically covering approximately 75% of
the population, and 65% of these are believed to be outside of Kam-
pala. As of March 1998, 2,200 questions had been answered on-air. 70%
of respondents at an STD clinic had listened to Capital Doctor. 91%
of reported condom users were listeners to the programme, 71% of
those who reported to 'always' use condoms were listeners. Those who
listened to Capital Doctor were more likely than non-listeners to use
condoms.
http://www.comminit.com/id01-7of99/sld-485.html


2. Designated Driver Campaign - USA - A comprehensive nationwide
multi-media strategy. Increase in number of adults who had acted as
designated drivers from 29% to 37% from 1989 to 1991. Increase in the
percent of young adults (under 30) that had been designated drivers
from 43% to 52% over the same time period. 35% of drinkers had been
driven home by a designated driver in 1991 (28% in 1989), 44% of fre-
quent drinkers had been driven home by a designated driver in 1991
(43% in 1989). 61% of socially and politically active people had been
a designated driver in 1991 (45% in 1989). 46% of union members in
1991 (33% in 1989) and 41% of blue collars in 1991 (34% in 1989) had
also been designated drivers.
http://www.comminit.com/idmay15/sld-2289.html


3. Sanjeevani - Nepal - Attitudinal changes occurred due to this TV
drama on child health issues and gender equality in education. 57.6%
of respondents said that they learnt that female education is of pri-
mary importance for the development of the community. 22.5% learnt
that health education is necessary, 12.5% learnt that there should be
no gender discrimination and that daughters and sons should have
equal rights. 5.8% learnt that knowledge should be shared with others
in the community.
http://www.comminit.com/idmay15/sld-2307.html


4. Mass Media Family Planning - Turkey - A national multi-media pro-
ject. 10% of married women visited a clinic as a result of the pro-
gramme, 20% said they intended to. Modern contraceptive use increased
from 38.6 to 42.8%. IUD use increased from 16 - 22%, condom use de-
creased by 2%, oral contraceptive decreased by 3%, withdrawal method
decreased by 3%.
http://www.comminit.com/idmay15/sld-2296.html


5. Radio and Diabetes - Jamaica - 16% of diabetics visiting clinics
wrote letters to the station to have questions answered. In 1990,
120,000 persons listened to the radio programme from start to finish,
13% of the listenership of the radio's most popular programme. In
1992, there were 162,000 regular listeners, 285,000 casual or infre-
quent listeners of the 12 million people who listened, 37.3% of the
total regular radio listeners.
http://www.comminit.com/idmay15/sld-2309.html


6. Measles Communication Programme - Philippines - A national multi-
media project. Proportion of fully vaccinated children of ages 12-23
months increased from 54% to 65%. Average number of vaccinations that
a child under 2 years received increased from 4.32 to 5.10. 64% of
mothers who knew of the campaign had their children immunized, 42% of
mothers who did not have the knowledge of the campaign had their
children vaccinated.
http://www.comminit.com/idmay15/sld-2293.html


***

La Iniciativa de Comunicaci¢n
http://www.comminit.com/la/
quiere traducir para la red de habla hispana, lo mejor de la pgina en
ingl?s. Nuestros lectores tienen la palabra.

!D?nos su opini¢n!

Escriba a Adelaida Trujillo atrujillo@comminit.com

***


7. Accessing Mass Media on Reproductive Behavior - Africa - NAMIBIA:
61% of married women regularly exposed to radio, TV and print media
are currently using contraception; compared with 25% exposed to 2 of
those media, 20% exposed to 1 of the media and 12% exposed to no me-
dia. KENYA: 53% of rural married women regularly exposed to radio, TV
and print media are currently using contraception; compared with 42%
exposed to 2 of those media, 33% exposed to 1 of the media and 22%
exposed to no media. ZAMBIA: 15% of married women with no education
regularly exposed to radio and TV are currently using contraception
compared with 9% exposed to 1 of those media and 7 per cent exposed
to no media. BURKINA FASO: All women regularly exposed to radio,
television and print media desire a mean number of children of 3.7;
compared with 4.2 for women having regular exposure to 2 of those me-
dia, 5.7 for 1 of the media, and 6.3 for no exposure to any media.
GHANA: Rural women regularly exposed to radio, television and print
media desire a mean number of children of 3.9; compared with 4.2 for
women having regular exposure to 2 of those media, 4.6 for 1 of the
media, and 5.3 for no exposure to any media. MADAGASCAR: Women with
no education regularly exposed to radio or television desire a mean
number of children of 5.4; compared to 6.5 for women regularly ex-
posed to 1 of those media, and 7.5 for no exposure.
http://www.comminit.com/idmay15/sld-2315.html


8. Radio Barkeol - Mauritania - station was established to address
Guinea Worm, which has a devastating impact on the economy of commu-
nities. Evaluation shows a significant reduction in number of cases
of Guinea Worm; increase in number of children fully immunized - 5
times more immunization; 80% better understanding of how to prevent
guinea worm.
http://www.comminit.com/idmay15/sld-2318.html


9. Ven Conmigo - Mexico - Each episode of this TV soap opera to pro-
mote adult literacy was viewed by an average of 3.9 million people in
the Mexico City area alone. 839,943 people enrolled in adult educa-
tion classes during the period in which Ven Conmigo was being broad-
cast (Dec 1975 - Nov 1976) as a result of the programme, a 9-fold in-
crease of the number of registrants during the previous year.
http://www.comminit.com/idmay15/sld-2336.html


10. New Home, New Life - Afghanistan - Long-term retention of knowl-
edge was very good in this radio initiative. In the 1st phase the in-
creases were dramatic. The number of men who knew that weaning should
be introduced after 3-6 months increased from 38 to 72%. The number
of women who knew that a lactating mother should cover her mouth if
she has TB and is feeding her child increased from 30% to 96% in the
1st phase, and 2 years later, 91% of the women still knew.
http://www.comminit.com/idmay15/sld-2323.html


11. Reproductive Health - Bolivia - Campaign included radio spots, TV
spots, audiocassettes on buses, and puppetry and live drama in a "Li-
lac Tent". Reproductive health, once a taboo subject in Bolivia, is
now a common topic of discussion. There was an increase of 71% in new
family planning clients at clinics. The level of interpersonal commu-
nication increased from 76% to 80% among the high-exposure group. See
The Drum Beat #28 - http://www.comminit.com/drum_beat_28.html and
http://www.comminit.com/11-342-case_studies/sld-649.html


12. Use of Radio by Women - Nigeria - Radio campaign for women on ag-
ricultural issues. 54% of those who had heard of the "soybean innova-
tion" tried it. The "groundnut innovation" was adopted by 23.5%, rab-
bit meat by 5.8%, and livestock production by 17.6%.
http://www.comminit.com/idmay15/sld-2330.html


13. Soul City & HIV/AIDS - South Africa - People accessing Soul City
are significantly more likely to discuss HIV/AIDS with someone close
to them. The more elements [TV, radio, print] of Soul City that peo-
ple access the more likely they are to have a dialogue and debate on
HIV/AIDS issues. 39% of people accessing 3 elements of Soul City dis-
cussed HIV/AIDS with friend or family and 36% of those that accessed
2 elements. This compares with 21% of those with no exposure to Soul
City. See The Drum Beat #77 -
http://www.comminit.com/drum_beat_77.html


14. Social Marketing of Vitamin A in West Sumatra - Indonesia - Daily
consumption of dark green leafy vegetables increased: 19% to 32%
among pregnant mothers; 14% to 33% among nursing mothers; 10% to 21%
among 5- 12 month olds; 17% to 27% among 13- 60 month olds.
http://www.comminit.com/usaidimpact/sld-1931.html


15. Music Project - Nigeria - Included the production and commercial
launch of 2 family planning songs, 6 TV PSAs and 6 radio PSAs. Re-
spondents who were highly exposed to the campaign were 3 times more
likely to communicate with their spouses about family planning, 5
times more likely to have positive family planning attitudes, and al-
most twice as likely to use family planning when compared to those
who were unexposed. Rural respondents with high exposure were 7 times
more likely to have positive family planning attitudes when compared
to those who were unexposed.
http://www.comminit.com/idmay15/sld-2358.html


***

The Drum Beat seeks to cover the full range of communication for de-
velopment activities. Inclusion of an item does not imply endorsement
or support by The Partners.

Please send material for The Drum Beat to
The Editor
Deborah Heimann
mailto:dheimann@comminit.com


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