Building Capacity to Use Radio to Change Behavior Lonna Shafritz Academy for Educational Development Presentation for Peace Corps July 27, 2006

Addresses need for local, targeted, effective radio spots Many programs: don’t reach key audiences frequently don’t use radio effectively… or at all lack tested, convincing radio materials in local voices lack integrated local communication plans

Takes advantage of radio’s unrivaled reach and strengths Why Use Radio?

Takes advantage of radio’s unrivaled reach and strengths Learn to create radio materials to: raise awareness create a demand for products model behavior; motivate action reflect local culture, language, values reinforce advice from health workers complement a national program

Is useful for people with any level of radio experience Guide: tools for planning, research, placement, monitoring. Plus production tips and sample scripts 5-day workshop: hands-on, interactive, practical Ear training – critical listening Applying local research to message design Results in production of pretested spots focused on behavior Facilitator’s manual: step-by-step instructions for trainers

Field tested in Uganda 2 five-day workshops January-April 2004 8 districts 37 participants multidisciplinary: radio producers, technical specialists, BCC staff, NGO staff 8 tested, approved scripts/spots produced Guide, Manual and Workshop incorporate lessons learned from the workshops

Follows 7-Step Radio Spot Production Cycle A clear, easy-to-use framework Gather info/ Build Team/ Plan Step 7 Monitor/ Evaluate Step 2 Develop/ Adapt Creative Brief Step 6 Place/ Broadcast Step 3 Develop/ Adapt Script Step 5 Produce Step 4 Pretest/Revise Script/ Pre-produce

Step1: Gather Information/ Build Team/Plan “This is the first workshop I’ve been at where it’s not just health people and the interchange was very valuable.”

Step 2: Develop/Adapt Creative Brief “A creative brief leads one into producing a well-focused spot.”

Step 3: Develop/Adapt script “I can now develop a creative brief, write a script, pretest it and teach others to do the same.”

Step 4: Pretest/Revise Script/ Pre-produce “Pretesting helps to make sure of the spots’ acceptance by the audience you are targeting.”

Step 5: Produce/Record in Local Language “This information will greatly help me when I get to the production studio… to do the best spot, hence save money.”

Step 6: Place/Broadcast Spots “Now, we’re able to do what it takes to put a spot on the air.”

Step 7: Monitor and Evaluate “This [workshop] will improve the development of health messages in the district, even for other programs.”

Contact: lshafrit@aed.org Learn more about: Spot On Guide Facilitator’s Manual http://changeproject.org/ Order hard copies: ah2010@aed.org Workshop Contact: lshafrit@aed.org