The latest development in the fight against HIV/AIDs in Africa wasn’t conceived in a lab with scores of scientists, but on a TV set with actors, makeup artists, directors and producers. What are we talking about? The MTV Staying Alive Foundation produced the entertainment education program MTV Shuga, a television drama that targets African youth. Oscar winner Lupita Nyong'o starred in the first two seasons of the show. The show is broadcast in over 70 countries, reaching over 750 million people worldwide.
Ehizogie Ohiani, a Producer/Trainer for BBC Media Action in Nigeria, discusses how radio is raising awareness about the lack of hygiene amongst the butchers of Benue State, Nigeria.
A meal without meat is as good as no meal for most people in Benue State, North Central Nigeria. Considering its importance, one would expect that hygiene surrounding the preparation and sale of meat would be held in the same high esteem. This is not the case.
A murky mix of flies, blood, water, muddy walkways, sweaty bodies and smoke combine to make the abattoirs in the marketplaces of Benue State a perfect breeding ground for disease. Lack of adequate sanitation knowledge, lack of enforcement by market associations and insufficient supervision of animal slaughter by qualified veterinary officers conspire to create major health challenges for communities.
I was at Harvest FM, a local radio station in Benue State, to train producers. We were brainstorming ways we could use their popular early morning show “Good Morning Benue” to help serve the public interest. For the producers, an obvious choice was to discuss hygiene in abattoirs.
The programme explored a number of problems in the state’s local abattoirs: an absence of toilet and handwashing facilities and the practice of washing meat with untreated water sourced direct from the River Benue.
Indeed, we in development, and governments that we work with, invest millions of dollars in behavior campaigns. However, many of these campaigns are unconvincing, lack inspiring narratives, and are communicated through outmoded and uninteresting outlets such as billboards and leaflets. Research shows that traditional mass media interventions are often ineffective in promoting behavior change, especially in the long run (Grilli et al 2002, Vidanapathirana et al 2005).
Our Top Ten blog posts by readership in 2014.
This post was originally posted on August 06, 2014
In the wake of the current Ebola crisis, the 2011 movie Contagion (See the trailer here) directed by Steven Soderbergh has repeatedly been cited as one of the best examples of a movie taking on the subject of pandemic disease and managing to educate while providing gripping entertainment. This is no coincidence.Contagion was produced with both A-list stars (Gwyneth Paltrow, Matt Damon, Laurence Fishburne, Kate Winslet, and others) and support from leading public health experts such as Dr. Ian Lipkin who is the inspiration for one of the scientists portrayed in the film, and award-winning writer Laurie Garrett, author of several books including The Coming Plague. Participant Media, founded by Jeff Skoll to inspire social change through entertainment, was a producer, with the Skoll Global Threats Fund, World Health Organization (WHO), and U.S. Centers for Disease Control and Prevention (CDC) providing input as well.
The tagline from the film is “No One is Immune…to Fear.” While one of the early scenes is of a woman dying of a flu-like illness (played by Paltrow) the movie elicits fear not from gruesome symptoms but instead from plot lines and messages that focus on how human responses to these types of public health crises make matters worse. It also showcases the valuable work done by epidemiologists and other public health workers who are the heroes of this film. Contagion communicates these and other lessons effectively using the power of story, a subject recently discussed on this blog.
Since the start of the current Ebola outbreak, music has been a part of efforts to sensitize and educate people about the disease. Artists in Guinea, Liberia and Sierra Leone, the three most affected countries, have produced several songs to inform people that the virus is real and "don't touch your friend".
The latest song to hit the airwaves, "Africa Stop Ebola", was written by Kandia Kora and Sekou Kouyaté, both of whom are from Guinea and are among the performers. It is based on lyrics outlined by Carlos Chirinos, a professor at New York University who specializes in music, radio and social change. The lyrics express messages of caution and comfort, warning people not to touch the bodies of the sick or deceased and encouraging them to trust doctors, wash their hands, and take proactive steps if they feel the symptoms of Ebola.
The song aims to build confidence in the public health sector through the cachet of the artists. Across West Africa, music, theater, and radio are popular media to spread public information, and performers are well- respected public figures with enough social weight that people to listen to them.
In order to ensure the song's messages are clear regardless of the level of literacy or education of the listeners, it is performed in French and local languages widely understood across the region.
Watch the film to find out what Agha says about his life and what he thinks about terrorism. Then reconsider what you think are Pakistan’s greatest problems.
Each month, People, Spaces, Deliberation shares the blog post that generated the most interest and discussion.
In August 2014, the most popular blog post was "Entertainment Media Can Help Change Behaviors and Stop the Ebola Outbreak"
In this post, Senior Economist Margaret Miller and Economic Adviser Olga Jonas, in collaobration with the UNICEF Communication for Development Team (C4D), discuss the ways in which entertainment media can be used to raise awareness among publics facing a crisis and to support interventions by encouraging the adoption of safe behaviors.
Using entertainment media in this way to inform, educate and support behavior change is also known as entertainment education (EE). "Entertainment education is effective," states Miller and Jonas "because narratives or stories are emotionally powerful – they help us to organize information and to create the “mental models” that we use to make sense of the world and can help to explain why we behave in particular ways."
Read the blog post to learn more!
Will Maletsatsi take the necessary steps to get out of debt and successfully manage her finances in the future? This is the central question posed in Scandal, a South African soap opera that is the subject of a new World Bank Policy Research Working Paper. Maletsatsi, the main character in this show, is in a real bind. After borrowing an excessive amount of money and gambling away her fortunes, she is forced to confess the extent of her debt to family and friends. In one scene, her daughter convinces her to negotiate lower monthly payments with a local furniture store. The store eventually agrees to extend the loan period, but her interest rate goes up and she starts to ignore other bills, leaving them unopened and unpaid. A well-intentioned woman, you can’t help but sympathize with Maletsatsi, who was only trying to create a beautiful home for her husband and family. It is through this emotional connection that television viewers are not only able to relate to the main character’s dilemma, but are also able to share Maletsatsi’s joy as she learns the rules of sound financial management and takes control of her debt.
When we talk about how mass communication can be used to foster development effectiveness, what kind of communication are we talking about? Well, I would say that we often talk about information-centered mass communication – be it in political media or through other channels. Communication centered on facts and bits of information is certainly a wide-spread approach in development, but let’s think about communication that does not so much focus on facts, but on emotions and context.
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