Vizinha, vizinha… ‘Neighbour, neighbour, why is your little one looking so healthy?’ – ‘Because of his mother’s milk…’ This is the start to one of the first spots on nutrition education produced by community radio stations in Mozambique’s Manica province. The production forms part of a two year capacity building programme on nutrition campaigns in Manica, implemented by DMI and funded by the World Food Programme. The main aim of the programme is to enable community radio stations to develop and run effective behaviour change campaigns.
Rather than running a series of theoretical workshops, DMI decided to train the team on the job through creating an actual campaign and accompanying this with hands-on training. In four workshops, DMI will support radio partners to produce and implement a campaign on nutrition behaviours. In this process, DMI will guide partners on how to use its proven Saturation+ methodology for changing behaviours: creating entertaining stories, testing them with relevant audiences, monitoring campaigns, and broadcasting them at high intensity.
Building on our experience of working with radio stations in Burkina Faso, this is our first attempt to give radio stations the tools to run their own behaviour change campaigns. Here is some feedback from the radio stations following our first training in September 2016:
Facilitating co-creation - While creative writing was at the heart of the workshop, the main achievement of the exercise, according to the participants, was to have facilitated a process of co-creation and an exchange among these different radio stations.‘This is the first time we come together for such an exercise’, participants stated and expressed a desire to set up a network to facilitate such cooperation in the future.
Quality control - Our partners also appreciated the technical aspects of the training. Since many community radio stations focus on news items in their programming, we also worked on recording techniques. Rather than reading spots from the paper, we tried to work together to enhance the recording of our stories with background sounds and voice-acting to inspire the listeners’ imagination.
Promoting pre-testing and adaptation – The other element of our cooperation that generated much interest was the testing of spots in small focus groups and their adaptation for different target audiences. Most of the partners had not done such pre-testing before – going through this process raised awareness for the complexity of local adaptation and translation into 7 languages, and participants expressed a desire to share their learning with other radio stations.
The spots will now be broadcast according to DMI’s principles, with a frequency of up to 10 times per day, to ensure the maximum reach of the audiences. The campaign, which is scheduled to run until January 2018 on the 7 community radios will focus on a range of life-saving health behaviours. The partnership plans to broadcast up to 25,000 repetitions of short (1 minute) spots in Portuguese and relevant local languages.
The initiative forms part of a wider European Union funded programme which aims to strengthen activities to reduce hunger in Mozambique. The programme, with a budget of US$ 67 million, is being financed by the EU over a period of five years and will support the Government of Mozambique to improve the livelihoods, food security and nutritional status of people at national level. For Manica Province, where DMI is implementing the mass media component for the Social Behaviour Change component of the project, the programme is based in the following districts: Tambara, Machaze, Guro, Barue, Mossurize, Sussundenga, Macossa, Gondola and Manica districts.
This project is made possible thanks to contributions from the European Union (EU).