A decade of transforming lives through media

How we work

KIMASOMASO

(SPEAKING OUT BOLDLY)

RADIO PROGRAMME

BBC WORLD SERVICE TRUST

A decade of transforming lives through media

How we work

BBC-WST works across 5 thematic areas:

1. Health

2. Good Governance

3. Education / Livelihoods

4. Humanitarian

5. Environment / Climate Change

How we work

A decade of transforming lives through media

How we work

BBC-WST projects are designed around four activity

sets:zxx

1.Research

2.Media Development

3.Production

4.Outreach

How we work

Government Ministry

TV Channel/Newspaper/ Radio Station//Website

System

Media practitioners, NGO staff, health workers

Information Policy

Regulatory Reform

Outputs and Practice

Standards

Audience

Professional Associations

Skills/Knowledge

Information/

Participation

Organisation

Population

Practitioner

The Four Levels Approach

A decade of transforming lives through media

How we work

Based on a close understanding of our audiences: through extensive research and building local partnerships x

Characterised by creativity and quality: we draw on BBC expertise and the best local creative talent across multiple media formats: drama, debate, PSAs, radio magazines, documentary, mobile technology x

Unparalleled reach: in 2009, over 250 million people engaged with our programming. The high levels of trust afforded to the BBC brand give our work added impact

Partnerships at the core: with government and other organisations, ensuring that our efforts support and are aligned with national health programmes

Our approach in Health

A decade of transforming lives through media

How we work

Our Strategic Objectives in Health programming:

Improved uptake of healthy behaviours

Increased demand for quality health services and citizen-state interaction on health issues

Increased Knowledge and Awareness of health issues

Changing Attitudes and Behaviour to encourage better use of Health Services

Our approach in Health

A decade of transforming lives through media

Kimasomaso Radio Magazine Programme Overview

A decade of transforming lives through media

Since when? 2003 – present

For whom? Weekly radio programme for Kiswahili

speaking young people

Who is involved? Currently produced by BBC WST from

the BBC East Africa Bureau, Nairobi

Broadcast on the BBC Swahili Service

Funding History? Ford Foundation, JICA, Currently IDRC

Background - KimasomasoBackground - Kimasomaso

A decade of transforming lives through media

Background - KimasomasoPHASE 1 Objectives of Kimasomaso

• To provide accurate information on SRH• Public forum where young people can debate and

discuss SRH issues that face them in their lives...• ...Which will help them reach informed decisions...• ...To protect the sexual and reproductive health of

themselves and others

PHASE 2 Current Objectives of Kimasomaso

• Examining health service delivery, systems & policies• Fostering access and discussion among young people

and health policy makers• Building young people’s understanding of and access to

health research

A decade of transforming lives through media

More that 5.2 million weekly listeners, through BBC Swahili Service (FM and SW) in Kenya and Tanzania

Several rebroadcasting partners across the region including KBC and RFA

Growing interest among other popular media outlets

Listen again audio on the BBC Swahili website

Who listens?

A decade of transforming lives through media

Three Kimasomaso project components

Production: a) 30 minutes programmes broadcast & re-

broadcast weeklyb) Kimasomaso website with listen again audios,

Facebook

Outreach:a) Listening groups set up within communitiesb) Discussion guides & audio CDs for educational

purpose

Research:a) Qualitative research using FGDs to pre-test

Programmes, understand audience KAP, and evaluate

appropriateness and impact of radio programmesb) Continuous Audience Feedback analysis (SMS,

calls, letter)c) Audience Participation Events

How does it work?

How Kimasomaso WorksDiscussion• taboo issues into open

Self efficacy• Informed• confidence• assertiveness

Seek more Information

Seek services• use facilities• raised expectation for good quality

Give advice

Issues, Format

oSRH & HIVoCurrent affairs

o FeaturesoProfiles

oDiaries/testimoniesoExperts

oRole models

Style

o Youth to youth oBBC editorial

standard•Truth/accuracy

•Impartial•Diverse opinions

EthosoPublic interest Information for

informed decisionsMatters of human

interest oYouth orientedoRespectful

What life is really likeShared concerns

Pan- SwahiliExpert & youth sources

*****AwarenessKnowledge Negotiation

ComparisonsCommonalitiesPerspectives

Advocacy

Change behavior to prevent HIV • HIV Testing• Use of condom

Audience FeedbackAudience Participation Events

* Desire for more interaction* Potential two-way exchange

A decade of transforming lives through media

Impact

Stimulating dialogue: among peers, parents

and teachers

Promoting service uptake: HIV testing

Changing behaviours

Increased courage and confidence among

young people

A decade of transforming lives through media

Why am I here?BBC-WST is now looking to expand the Kimasomaso programme to generate significant content for production from Tanzania

Based on significant audience listenership in Tanzania (5m), and the growth and diversity plans for our Tanzania office

To be working in collaboration with AMREF through their various health programmes in Tanzania, in order to create a dynamic partnership for the programme

Now seeking donor partners who would be interested in being part of these plans

Seeking funding for 1-2 years from now for circa $400,000 per year – equivalent to $0.08 per listener per year

A decade of transforming lives through media

JIMMY INNES,

COUNTRY DIRECTOR,BBC WORLD SERVICE TRUST

TANZANIA

+255 684 883 417

jimmy.innes@bbcwst.net