Media Strategies to Impact Health and Social Change in West Africa

Media strategies and Media strategies and communication to communication to impact health and impact health and social change in social change in

AfricaAfrica

Africa: a digital media new frontier

“We could have saved the Earth but we were too damned cheap.”

Kurt Vonnegut

2012: Health 2012: Health challenges in West challenges in West and Central Africaand Central Africa

65% of the population is less than 25 years old

1 girl out 4 is excised

27 % of teenager girlsget pregnant before 18

Less than 20% of adolescents have an accurate knowledge of HIV and AIDS

Child mortality is 30 times higher than in the US

Less than 20% of women uses family planning

1 adolescent out of 5 is married

One child out of three works before 10

West and Central Africa 10% of

World population But 41% of maternal mortalityAnd 30% of child mortality

Receivers are changing…

…and their environment too

Citizens are today…

…more likely to think, remodel, negotiate, manipulate or refuse messages

And countless messages come from multiple sources

Peers Radio

Mobile PhonesTelevision

Internet

NOISENOISE

NO

ISE

NO

ISENOIS

ENOISE

NOISE

NOISE

NOISE

NO

ISE

NO

ISE

There is a need for a better, local, and relevant communication

We believe that if members of a community get organized…

They can identify their needs…

And improve the quality of life

Find their own solutions to their own problems…

« A stranger has big Eyes but sees nothing. »African Proverb

Sunukaddu

Lengoo Rek !

« I hate television.  I hate it as much as peanuts.  But I can't stop eating peanuts.  »

Orson Welles

So what exactly is So what exactly is « C’est la vie ! »« C’est la vie ! »

• A series of 50 episodes of 24’• Epilogues of 2’ in three pilot countries (counselling,

call for action, PSA, etc.)• 3 radio adaptations (100 episodes of 12 minutes)• Debates on Community radios• Monitoring groups • Professional meetings (empowerment, pro-activeness)• Community communication • Games, quizzes• Mobile petitions • Celebrity endorsement • Advocacy • Online material

“Life is the sum of all your choices”

Albert Camus

So what?So what?•A tool •Creating space for discussion•Maistreaming issues on 40 TV channels•Positively impacting image of health workers•Advocating for political stand (towards acces to RH information, quality of services, HR, etc.) •Monitoring & Evaluation •Building production capacities •Ongoing process: gathering partners 4 a consortium

Alexandre Rideau alexandre@ongraes.org

Thanks!