Qualitative Target Audience Formative Research for Health and Development Communicatio n Presentation for SBCC Skills Building Training 8-10 Feb 2016 Agnes Shabalala and Lebohang Letsela

Background and Introduction Soul City Institute is a health and development communication organisation. Aims to:  Increase knowledge, shift attitudes and change behaviour to promote health.  Bring about social ad behaviour change we use multi media, advocacy and social mobilisation.  Soul City strategy is HIV Prevention and Violence Reduction.

HEALTH PROMOTION FRAMEWORK  Building healthy public policy  Developing personal skills  Creating supportive environments  Promoting community action  Re-orientating health services

Soul City Model of Social Behaviour Change Communication

Research in Health Development Communication Formative research– Formative studies are illustrative of studies accompanying development.  Develop and/or Improve a programme, policy, product.  We aim to obtain information from the literature, stakeholders and target audience. Use the information to develop messages and materials.  Approach: Qualitative – an open approach with an emphasis on exploring and understanding people’s life experiences, views and behaviour.  Edutainment- Relies heavily on information from, interact with the people that it speaks to - TA.Tools, to try influence ordinary people and their environment in a way that will improve people’s quality of life. Researcher, TV, Radio, Booklets, Posters.

Researcher as a tool in the research process Qualitative Researcher:  Try to understand views and experiences.  Focus on what people are able to say about their lives.  Sensitive to cultural contexts etc  Non judgemental, Open mindedness and active listening.  Show interest. Techniques- enable to obtain deeper information.

Health Policy Programmes  Context; cultural, political, etc  Diversity.  Challenges: Community politics, dynamics- Gatekeepers: Facilitate+Hindrance, Resources, Recruitment (confidentiality)  Dealing with it: Brand, Partnerships, long term relationships, qualified researchers(confidentiality)

Materials; be most effective,  speak to people in a way they can relate  feel is real  identify with content of material  address issues of concern to people  consider what they know, think, believe, feel and do about issues  address external factors prevent from making healthy choices or exercising their health and human rights

SC Formative Research in the Production Process 1. Health topics or issues to address, based on analysis of health and dev needs and priorities in the country.  Align products with government priorities. National initiatives: Re-engineering of Primary Health Care and National Strategic Plan.  Funder driven.  Advocacy gap.  Strategy of organisation HIV prevention

Cont…  Real need- GBV  Try to understand why don’t men stop beating women;  Why the silence around the issue;  Do women have access to services.

2. Topics further explored and dev consulting key stakeholders in the field, based on literature review and obtained info from target audience.  Stakeholders in the field:  views,  challenges, gaps (system & population), successes  minefields, milestones,  agenda,  what is needed to strengthen existing programmes,  messages.

2. cont… Target Audience Message development formative research  Audience knowledge, awareness and understanding of the issue under investigation – including myths and misunderstandings;  Beliefs and attitudes;  Social norms impacting on people;  Existing practice  Barriers to change  Perception of risk  Support-seeking practices / support-giving practices

3. Message design workshop  all information integrated-  role players decide messages communication, enabling TA make healthier choices, improve quality of life. 4. Outcome:  background material emerged through process: write up message brief.

5. Creative workshop  Compile detailed outline of series, characters and storyline.  Scripts written for TV & radio. Print material a draft for publication is produced.

6. Pre-testing of draft materials with TA. Obtain feedback from stakeholders  overall impression of the material?  like and dislike? Anything they find offensive?  the message that they get?  come across accurately?  understand the material?  any unintended negative messages?  enjoy the material?  find it entertaining?  find it interesting and attractive ?

 relate to the setting, to the story, to the context portrayed?  is it “real”? Does it speak to them, or do they experience it as foreign and distant?  identify with the characters?  characters believable and, or credible?  Does the material have any emotional appeal or emotional impact?  (How) do people engage with the material?  Does it provoke discussion?  Does it leave them passive?  use of language appropriate?  the graphics and images?  Do they understand them, do they get any unintended messages ?

8. Completion stage  Final draft of the edutainment is developed taking changes into account.  Lengthy process, actual production starts on all materials.