Community Media/CLP/PartI Part I - Participatory planning

Setting objectives

 * 1) SMART
 * 2) Put a system in place and evaluate it…
 * 3) Is there such a thing as bottom up planning?
 * 4) When do you contact the community? When you have the money? Or after?

Finding focus

 * 1) You must start with a felt need
 * 2) Establish a strategic direction (compass)
 * 3) Want to see something coming out based on local needs, but also in line with “donor” needs so that you can get funding; challenge to achieve the balance
 * 4) COL has priorities but we don’t tell what to do
 * 5) Align with frameworks, stakeholders, other groups, e.g. nat’l AIDS policy, national and local organisations who are working in teh same area
 * 6) The needs will be identified: tech is there and applications are identified
 * 7) Is there an unmet need?
 * 8) What is it?

Finding resources and making the programme sustainable

 * 1) How will it be sustainable?
 * 2) Variable sustainability
 * 3) Mchinji is funded by the DHO
 * 4) Palpa was funded voluntarily by the teachers and then the radio itself; the idea was mooted to raise funds from parents
 * 5) Science for Women (India) was funded by the Ministry; can the stations step in and fund it?


 * 1) What is meant by sustainability
 * 2) SEE LINKS
 * 3) None of SW's programmes are free - are they unsustainable? SW's programmes are NOT planned to be ongoing; in many instances two years is enough
 * 4) Social and institutional sustainability

Monitoring

 * 1) Must be ingrained in the planning process

=Part II - Programme Design=

SW approach -- Notes from an exercise


 * 1) Got the money
 * 2) bring together the key groups:
 * 3) Community
 * 4) Radio
 * 5) Health groups

Key points:
 * 1) Health is not a bio-medical issue
 * 2) 13 million people & 75 doctors


 * 1) Behaviour change is as much a societal issue as

Issues to do with MH - Get people to brainstorm the ideas
 * 1) Reasons for maternal mortality
 * 2) Hemmorrage
 * 3) Infection
 * 4) Obstructed labour
 * 5) They can all be addressed by visits to clinic and many at home
 * 1) HIV/AIDS
 * 2) Nutrition
 * 3) Smoking
 * 4) Drinking
 * 5) Family planning
 * 6) Malaria
 * 7) Prenatal care
 * 8) Gender relations
 * 9) Illiteracy
 * 10) Poverty
 * 11) Infrastructure
 * 12) Information
 * 13) Safe delivery
 * 14) Working conditions
 * 15) Abortion

Focus on nutrition

What are the positive behaviours?
 * 1) Eating balanced meal
 * 2) Having enough good food
 * 3) Washing hands
 * 4) Extra food for pregnant women
 * 5) Clean drinking water
 * 6) Nurses giving information on healthy foods

What are the negative behaviours?
 * 1) Not eating good food
 * 2) Eating only nsima (maize) (fast food)
 * 3) Not giving women what they need

What are the benefits of positive behaviour?
 * 1) Healthy mother, healthy baby
 * 2) Women are well informed

What are the consequences of negative behaviour?
 * 1) (poor nutition) Maternal death
 * 2) Low birth weight
 * 3) (smoking and drinking)
 * 4) uses us family income (consequence: poverty)
 * 5) impact on baby

What things will help positive actions
 * 1) informing women on consequences (informed decisions)
 * 2) public policy
 * 3) substitutions
 * 4) emotional support

Gender relations: (never split by men/women)(or in cases with healthworkers, about good or bad HCWs)

Negative behaviour (consequences)
 * 1) domestic violence (suicide, miscarriage)
 * 2) men not involved / excluded (withdrawal)
 * 3) forced sex (trauma, unwanted pregnancy, STIs)
 * 4) women denied access money, mobility
 * 5) women lack decision making power (women feeling inferior, do not to take responsibility, dependence; community is missing half the inputs & loses out)
 * 6) men refuse to wear condoms
 * 7) lack of capacity development
 * 8) women being submissive
 * 9) preference for boys (girls discriminated against)
 * 10) early pregnancy (maternal death; emotional consequences: young girls not ready to parents)

Positive behaviour (benefits)
 * 1) Men and women sharing responsibilities for pregnancy & parenting (healthy families, good parenting)
 * 2) Special care: resting and eating well (healthy mothers, healthy babies)

Notes: Takes days because you go through all, add more issues, etc.)

Issues: How do you get health care workers on board and agree to the process

Pre-natal care

Negative behaviour (consequences)
 * 1) Nurses yelling at pregnant women (women not going back)
 * 2) Long cues/clinics closed
 * 3) Health staff drunk
 * 4) People believing myths (poor healthcare, risky decisions)
 * 5) System does not provide adequate care
 * 6) Women going to late to clinic
 * 7) Nurses underpaid, undervalued, overworked

Positive behaviour
 * 1) Nurses being supportive (esp. young people), non-judgement
 * 2) Men supporting clinic visits
 * 3) Couple testing for HIV
 * 4) Good counselling

Create characters and stories based on the behaviours The stories are almost written in the process
 * 1) Good
 * 2) Bad -- one eating only nzima, storing food badly, etc.
 * 3) Swing

Other benefits:
 * Also a way to gauge the community dynamics...
 * A way to get the content out of a group, start the process
 * Yields a key product (put it on the wall of the studio)
 * Also a key process

Points:
 * Stay close to people's lives
 * Get back to what is happening and what people are doing
 * Trained the radio makers on how to deal with conflict, e.g. child died and hospital blamed; how to deal with the conflict

Questions:
 * How do you do this in a resource-poor community?
 * Get individuals in the radio trained to run the process
 * Can the radio do it in the course of their work?

Introduce the formats
 * Drama
 * Magazine

Magazine
 * Interviews (including handing issues sensitively)

=Part III - Programme Development=

Media channels
 * Radio (also room for television)
 * Radio is cheap but it still costs
 * The higher production values, the higher the cost

Example: Jet-FM
 * Magazine
 * Multimedia: newsletter,
 * Opportunities for web-based convergence; it's attractive

Popular arts
 * Music
 * Traditional fork forms, pop songs


 * Visual
 * Drama & storytelling
 * Popular, esp. comedy
 * Street, community, popular

How do you strike a balance between entertainment and education?

Problem: Try to teach everybody everything at the same time Risk: People enjoy but drop the message
 * The programme cannot be entertaining enough
 * How much do they engage with the programme? There is a proven correlation between what is engaging and recall

Be entertaining not to provide entertainment - edutainment; the format needs to be entertaining

Also important to draw people in with entertainment

Engagement comes when the audience identifies with the content... How do you do this?
 * Narrowcast
 * Entertaining formats
 * Give people content they need as (registered) learners

Example: [www.soulcity.org.za|Soul City]
 * It's all research based, perhaps similar to Story Workshop
 * It's expensive

Context/audience specific: what type of education is it? You cannot use all formats for all purposes, e.g. tabloids are not taken seriously; some soaps are considered frivolous What vehicle works for what target group?
 * Formal
 * Non-formal
 * Informal