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by Alexandre Rideau, the director of an innovative NGO based in Dakar, Senegal October 11, 2012
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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
