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

2. 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

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

4. 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

5. 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

6. 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

7. 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

8. 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.”

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

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

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

12. 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.”

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

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

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