NATIONAL NUMERACY PLAN

Drawing from the formative research, DMI identified three key messages for the messaging strategy. We then co-designed a set of prototype outputs to facilitate SBC among the target groups. We developed seven radio spots and two motivational songs, which were loaded on to a media card. The spots tackled the gendered dynamics brought to the fore in the formative research. For instance, one radio spot encouraged teachers not to underrate girls’ capabilities in mathematics in a relatable setting for teachers. Another spot encouraged male caregivers to be more actively involved in assisting their children in mathematics. The spots also tackled the low educational background of parents, which is often seen as a barrier to parental involvement in learning at home and demonstrated that a child can get support in maths at home, regardless of whether their parents are educated.

Subsequently, drawing on HCD principles to understand the perceptions, acceptability and persuasion of the proposed radio spots and songs , 27 focus group discussions were conducted with learners of grades 1-4 and their teachers and caregivers across the three regions.