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: z xx 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 - Kimasomaso

A decade of transforming lives through media Background - Kimasomaso PHASE 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 weekly b) Kimasomaso website with listen again audios, Facebook Outreach: a) Listening groups set up within communities b) 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 programmes b) Continuous Audience Feedback analysis (SMS, calls, letter) c) Audience Participation Events How does it work?

How Kimasomaso Works Discussion 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 o SRH & HIV o Current affairs o Features o Profiles o Diaries/testimonies o Experts o Role models Style o Youth to youth o BBC editorial standard Truth/accuracy Impartial Diverse opinions Ethos o Public interest  Information for informed decisions  Matters of human interest o Youth oriented o Respectful What life is really like Shared concerns Pan- Swahili Expert & youth sources ***** Awareness Knowledge Negotiation Comparisons Commonalities Perspectives Advocacy Change behavior to prevent HIV HIV Testing Use of condom Audience Feedback Audience 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