Reaching millions transforming lives BBC Media Action’s ability to carve out a space for challenging programming stands in contrast to the general decline in media freedom worldwide. Independent evaluation Contents

4 Introduction 24 Putting women centre stage in Afghanistan 6 Our global reach and impact 26 Sporting role models in Bangladesh 8 Providing a lifeline during disasters 28 Strengthening media capacity in Palestinian Territories 10 Tackling Ebola in Sierra Leone 30 Getting answers for all in Afghanistan 12 A bridge to safety in Bangladesh 32 Bridging divides in Myanmar 14 Supporting peaceful elections in Kenya and Nigeria 34 Challenging exclusion in Nepal 16 Breaking political deadlock in Bangladesh 36 Promoting maternal healthcare in Ethiopia 18 Securing services for vulnerable people in Tanzania 38 Improving mother and child health in South Sudan 20 Increasing political participation 40 Providing life-saving advice in India 22 Building the evidence base 42 Further resources

3 Introduction We believe in the power of media and communication to help reduce poverty and support people to understand – and realise – their rights and responsibilities.

To do this we work with our partners in countries around the world to: Strengthen the capacity of journalists and partner organisations Make programming that helps people to improve their lives through discussion and action Support free and independent media that works in the public interest Show policy-makers how media and communication can help improve people’s lives This booklet is a snapshot of our work in 14 countries in 2011–2016, funded by the UK’s Department for International Development.

4 Our impact surpassed our Strengthened governance and This approach was extremely cost- ambitious goals: accountability – Our political effective. By working in partnership discussion shows gave 190 million with more than 500 media organisations Global reach – TV, radio and viewers and listeners a platform including eight BBC World Service digital programmes reached more on which to hold leaders to account language services, and receiving than 283 million people, often in donated airtime, our work cost just marginalised communities Improved maternal and young 32 pence for each person reached. child health – Our programmes Built resilience to shocks and helped to make pregnancy and Thanks to an extensive programme disasters – Our programmes birth safer for women in countries of research, we now understand helped vulnerable communities with high maternal death rates better how change occurs, what to prepare for, and reduce, motivates our audiences and the risks to their health and livelihoods Improved media quality and barriers preventing them taking action. capacity – We provided extensive Improved responses to mentoring to staff atmore than This means we have a clear humanitarian emergencies – 170 broadcast partners understanding of how, why and We helped save lives when when media and communication disasters struck, by equipping can make a difference to the lives media organisations to share rapid, of some of the poorest and most accurate information vulnerable people in the world. We look forward to building new partnerships to deepen our impact.

5 Our global reach and impact

283 million people reached over five years through our TV, radio and online programmes

£20.3 million worth of airtime donated by broadcast partners

6 Governance Health

190m 29p 93m 24p

190 million people reached 93 million people reached at a cost of 29 pence per person at a cost of 24 pence per person

Evidence Evidence Nearly 9 out of 10 In Ethiopia, women audience members Research shows that who listened to our shows Research shows said that our factual our programmes were more than twice that our health programmes helped hold inspire people to get as likely to recognise three programmes government to account involved in political signs that a newborn’s contributed to positive and civic life and had a life is in danger action as well as We helped produce 672 strong impact on those improved knowledge. national debate shows, who are usually less Fathers in Ethiopia and In Bangladesh, women leading to thousands interested in politics. Bangladesh who listened who watched our of local debates to our radio shows were programmes were three times as likely to The number of regular 2.5 times more likely know how to look after viewers and listeners to attend antenatal a newborn baby rose each year, reaching care and 1.5 times 77% of the total more likely to have a audience of our skilled birth attendant. governance programmes

7 Providing a lifeline during disasters Our work has played a vital role in disaster preparedness, and post-disaster relief and reconstruction around the world.

People crowd into a room to hear As relief efforts progress, they Together with partners like Sajana, the emergency briefing. “About half can help people question leaders we broadcast practical information of all structures in Kathmandu have about their actions. (about purifying water and sources collapsed,” says a spokeswoman. of aid and shelter) to guide and Sajana Timilsina, a producer “The priorities remain medical help, reassure them. One pregnant at Nepal’s largest independent food, water and shelter.” woman later told us, if it hadn’t network of radio stations, put been for these lifeline programmes, It is the third day of an intensive this training into action when she would have been “frightened “preparation for lifeline” training earthquakes struck in 2015, all the time”. course in Nepal. Trainees are killing nearly 9,000 people and replicating the hours after a destroying 3 million homes. “Our… In multiple countries, our other disaster, when an urgent need journalists started broadcasting, broadcast outputs build on lifeline to get information to victims knowing the assistance could programming. In Nepal, our is matched by confusion on the be the difference between life TV and radio discussion show ground. Such “lifeline” programmes and death,” she said. Sajha Sawal (Common Questions) can help people understand what gave people recovering from the Callers to the radio programmes has happened, where to find earthquakes a chance to question often feared for their lives. “My help and how to avoid danger. national authorities. baby is sleeping outside. I’m worried she could get pneumonia,” said one.

8 Earthquake survivors in Bhaktapur Nepal search for their belongings among the debris DAVID RAMOS / GETTY IMAGES

We trained 2,300 people in 18 countries in lifeline communication In Bangladesh, our lifeline work led to a permanent Communication with Communities working group that is playing a key role in the Rohingya refugee response

Using social media to save lives Bangladesh experiences frequent cyclones. Yet people often fail to evacuate because the risks and warnings are not clear. In Bangladesh, and in other disaster-prone regions, we use Facebook and other social media to help people understand safety warnings as well as sharing basic techniques to protect themselves in the event of an emergency.

9 Tackling Ebola in Sierra Leone We helped save lives during the epidemic by persuading people to take steps to protect themselves.

Medicine cannot cure fear The biggest challenge in tackling Our close relationships with local or persuade people to change Ebola was not healthcare, it was radio stations meant we could train the way they behave. But persuading people to change producers to make programmes communication can. When the their usual behaviour – often in about Ebola in local languages, World Health Organization ways they considered unthinkable – featuring local people – crucial declared the Ebola outbreak asking them to avoid touching in gaining their co-operation. Radio in West Africa an international sick relatives and conduct producer and BBC Media Action public health emergency in 2014, funerals in ways that grieving trainee Isatu Kamara summarised we were already working with people considered disrespectful. the impact of this, “[People] feel 40 local radio stations on the able to contribute. They feel that the In the early days of the outbreak ground in Sierra Leone and able fight is theirs. I feel I am doing the in Sierra Leone, trust in officials to respond quickly. right thing.” was low but the BBC was a trusted name. Our national discussion programme Tok Bot Salone (Talk About Sierra Leone) helped people to make sense of the unfolding crisis, learn what to do and influenced the official response.

10 Sierra Leone health officials monitor travellers at the border with Liberia during the Ebola outbreak ZOOM DOSSO / AFP / GETTY IMAGES

Communication was the crux of the response to Ebola. Kathy Hageman US Centers for Disease Control and Prevention In Sierra Leone, 68% of adults listened to our radio shows to learn how to stay safe Our Ebola work expanded to include: local language health announcements, effective use of WhatsApp, a radio magazine programme and a radio drama in Sierra Leone and Liberia – and lifeline training in nine countries

11 A bridge to safety in Bangladesh Bangladesh has 700 rivers, including one between the village of Khajura and an evacuation centre to keep people safe during the country’s increasingly frequent cyclones.

One episode of Amrai Pari The programme showed how Audience research showed that (Together We Can Do It) – people can work together to nearly half of Amrai Pari’s viewers our reality TV show that helps achieve things against the odds. have copied techniques from communities prepare for weather- In just four days villagers and a the show. When executive editor, related disasters – featured professional engineer constructed Shihan Zuberi was filming near people in Khajura working together a 75-foot bridge using local materials. Rangpur, he met viewers, including to replace a very narrow bamboo Now, all 2,000 villagers can safely Mohammed Mostakand, who bridge. The bridge was impossible reach the evacuation centre in showed him a bridge they had built for the elderly and disabled, just five minutes and farmers can after watching the programme. small children, pregnant women evacuate livestock to safeguard When he and his friends watched and cattle to cross. In the event their livelihoods. the bridge episode, part of their of a flood or cyclone, these groups village was cut off by floods. “We had to trek for half an hour or were really motivated,” he said. stay and risk death. “Someone donated materials and the villagers chipped in to fund and build a bridge, using techniques seen on the show.”

12 Bridge building in Bangladesh for the final episode of Amrai Pari (Together we can do it) ISMAIL FERDOUS / BBC MEDIA ACTION

78% of our resilience programme viewers and listeners had a better understanding of how to cope with shocks and stresses. In Bangladesh, nearly half of reality TV programme Amrai Pari’s 22 million viewers copied techniques they saw on screen, such as flood-proofing their homes or setting up a savings scheme to help them recover from floods, cyclones and other disasters.

13 Supporting peaceful elections in Kenya and Nigeria Holding free, fair and peaceful elections is a test of a country’s stability.

Violence that followed Kenya’s Our 2013 post-election research These programmes featured some 2007 national elections shocked in Kenya showed that many of Nigeria’s biggest music stars to the world. In Nigeria, where felt the media had not acted as engage young people, who were election officials were among a “watchdog” for fear of stirring up seen as the likely perpetrators and hundreds killed in 2011, people violence. Our radio and TV debate targets of factional violence. More expressed fears about of the show Sema Kenya (Kenya Speaks) than 18 million Nigerians saw our break-up of the nation. As the was singled out as a show that “no violence, just vote” TV ad and next elections drew near, there held leaders to account. Viewers more than 6 million saw our “turn was a collective holding of breath. and listeners appreciated how up and vote” ads. Research found the programme handled sensitive that these programmes spurred In both countries, careless media topics, such as land ownership – people to vote and that more than reporting and failure to moderate and the status of internally displaced three-quarters of viewers and inflammatory views (particularly people – in a balanced way. listeners remembered their on the radio) had been accused of central plea for peaceful elections. contributing to tensions. We knew In Nigeria, we tackled election- The 2015 elections saw the first that media and communication related tensions through our democratic transition of power from could, and should, be part of the weekly programmes Talk Your incumbent to opposition party in solution but the stakes were high. Own and Mu Tattauna (Let’s Discuss) Nigeria’s history. broadcast on BBC Hausa and with hard-hitting TV and radio adverts.

14 Nigerian musicians in a scene from the “No violence just vote” public service TV advertisement BBC MEDIA ACTION

I used to be a political thug but, because of this programme, I have changed. As youths we are supposed to face our responsibilities. Listener Mu Tattauna (Let’s Discuss) 94% of regular Sema Kenya audience members said the programme played a role in holding government to account In the 2015 election year, our programmes and social media reached over 52 million people in Nigeria – more than half the adult population

15 Breaking political deadlock in Bangladesh Bangladesh’s economy is growing, more children are being educated and life expectancy has risen. Despite this economic progress, Bangladesh is beset by frequent strikes, political paralysis and violence.

In early 2015 the opposition The TV and radio debate show When political violence threatened Bangladeshi Nationalist Party (BNP) Sanglap (Dialogue) we co-produced to derail a recording in the city staged a nationwide blockade of with BBC Bangla was the only place of Chilmari, audience members roads, railways and waterways after where senior government and phoned in to demand the recording its fierce political rivals, the ruling remaining opposition politicians go ahead, illustrating its value. Awami League banned a protest. came together to face questions “ I believe the show had great Thousands of opposition activists from the public during this period impact at the policy-making were arrested and most BNP of heightened tension. Before the level. There were many instances leaders were either jailed or fled. recording, the political rivals huddled where we hadn’t thought about together, breaking the deadlock and In this situation agreeing to answer a particular issue, but after facing paving the way for further talks. questions that had not been the questions we came to realise pre-approved, in front of a studio By then Sanglap had been on air these problems did exist,” said BNP audience, was a risk for both sides. for 10 years, giving Bangladeshis vice chairman Hafizuddin Ahmed. from all walks of life a chance This view was echoed by the prime to ask politicians tough questions. minister’s political advisor and 91% The show addressed subjects of audience members. ranging from the deadly Rana Plaza factory collapse to local mayoral elections and flooding.

16 Sanglap audience members raise their hands to ask a question BBC MEDIA ACTION

83% of TV viewers and radio listeners said Sanglap pushed officials to provide information about their actions In the 2014 election year, 35% of Bangladesh’s population tuned into the programme

17 Securing services for vulnerable people in Tanzania How a radio show helped to hold decision-makers to account.

Women over 60 are among the Tanzania’s National Ageing When the show went out, it struck most vulnerable people in Tanzania. Policy of 2003 outlines the rights a chord with listeners. The minister Well over half are widowed and of older people to health and of health herself called and asked unable to inherit or own property income security. But policies to be interviewed. She then visited and land, so they have no income or don’t necessarily lead to action. Kyela district to see the situation source of food. Few have a pension An investigation across three regions first-hand. In a radio interview, she and many live far from families who for our national radio discussion pledged to ensure the policy was have migrated for work. What is programme Haba na Haba (Little correctly implemented. As a result, more, their old age health problems by Little), also broadcast on BBC elderly people, in at least one local are often exacerbated by poor Swahili, found that fewer than one area, have seen positive changes nutrition in childhood, and frequent in five health centres were giving at health centres including priority pregnancies earlier in life. older people free medication or treatment for their peers. priority treatment. The Department

of Health said that no one was available for interview on this issue.

18 Haba na Haba presenter Marygoreth Richard prepares to broadcast BBC MEDIA ACTION

In other programmes you might just hear a one-sided story… but Haba na Haba balances both parties’ views. Female listener Haba na Haba Haba na Haba listeners were almost twice as likely as non-listeners to participate in politics Nearly two-thirds of listeners said the show had improved their knowledge of local or national governance issues

19 Increasing political participation A successful political process is one where people’s differences and competition for resources can be resolved fairly and peacefully.

When this fails, the alternative These kinds of TV and radio Our research showed that our is often extremism, violence programmes are far more viewers and listeners were more and corruption. The crucial first step than “talking shops” – they can likely to get involved in politics – towards greater, and more equal, spur people into getting more such as raising an issue with a local political participation is for people involved in the political process. leader, taking part in a community to feel that they can have a say. initiative or joining a political party. Our programmes provide Crucially, they also felt they had We support broadcast programmes opportunities for leading politicians the power to bring about change. that provide an impartial and from opposing parties to sit side trustworthy forum for discussion by side and take spontaneous and influence power-holders and questions from ordinary members policy-makers. of the public, with a moderator who ensures they answer these questions clearly. This helps viewers and listeners feel it is worth investing in a peaceful political system.

20 Wi Di Pipul producer Arnold Felix Elba interviews members of a BBC Media Action listening group in Freetown, Sierra Leone GERALDINE SWEETLAND / BBC MEDIA ACTION

Debate programmes aired on eight World Service language services: BBC Afghan, Arabic, Bangla, Burmese, Hausa, Nepali,Swahili, Urdu and hundreds of local broadcast partners 15–24-year-olds made up 53% of live audiences More than a third of our shows were recorded outside a major city, giving under-represented people a voice A senior politician (cabinet member or equivalent) appeared on more than two-thirds of the shows

21 Building the evidence base Media and communication can be used for education or to spread hate, to bring people together or to sow the seeds of division, to challenge harmful social norms or reinforce them.

How people access information We have played leading roles in is being transformed by technology. UN, OECD and other international Knowing who and what information policy forums to improve support to trust is becoming ever more for, and understanding of, the challenging. The international role of independent media and community needs expert, evidence- communication in achieving based assessments to guide effective development goals. investment in media support. As international attention focuses BBC Media Action’s work is on tackling violent extremism, our critical in this respect. Our policy work has shown that independent team has analysed the media media is invaluable in getting in fragile and conflict-affected people talking across political and states since 2007. Our analysis has social divides. In an era dominated helped revitalise debate around by media fragmentation, echo the potential for media to underpin chambers and misinformation, our a political settlement in Afghanistan. expertise is vital for anyone seeking to improve the health, well-being and representation of marginalised people, especially the poor, women and the young.

22 Media – particularly when high quality and produced by a trusted source like the BBC – can have a positive impact on citizen engagement in governance and can influence positive health outcomes and increase resilience to shocks and disasters. Independent evaluation

Big data Our research team surveyed nearly 100,000 poor and marginalised people over five years. We use insights from these nationally representative surveys to design initiatives to meet the needs of our audience members. This data and analysis is available in our easy-to-search data portal http://dataportal.bbcmediaaction.org/site/

23 Putting women centre stage in Afghanistan Women are under-represented in public life including in the media, and particularly on political discussion programmes.

Bibi Shirin was audience “ Asking men in the studio audience “ It was not popular at first – co-ordinator on our Afghanistan to sit next to women is part people were afraid and some TV and radio debate show Open of building equality in society complained. But when we sat Jirga (Open Assembly) until 2017. so everyone is represented on the them together they changed their same footing. Over the past year minds. What women had to say She said, “In the past a programme more than half the people in was refreshing. They sometimes like Open Jirga would have been our studio audiences were women. felt uncomfortable putting made entirely by men – there Not everyone accepts it in a questions to politicians but they were never any women visible in conservative society like Afghanistan. still found the courage to do it. the audience or crew. We changed Bit by bit, attitudes are changing.” this because a show about national politics should be representing all people.

24 Open Jirga ensured women in the studio audience had their say. BBC MEDIA ACTION

I saw a woman with a burqa who asked a question. I know she may have not even dreamed of this day. Audience member Open Jirga Open Jirga listeners and viewers saw women’s participation as a unique and important characteristic of the programme Viewers and listeners felt that Open Jirga showed that women are just as capable as men in holding leaders to account on important issues

25 Sporting role models in Bangladesh Salma Khatun is a member of the Bangladesh national women’s cricket team.

She took part in a special episode Khatun explained, “Usually we “ I hope and wish that there’ll of our resilience-focused reality just give interviews for TV, but the be more programmes like this… TV show Amrai Pari (Together We format for Amrai Pari was different. Female cricketers don’t usually Can Do It) to help a community in It was really inspiring; we can do get much media coverage, Narayanpur. The area is waterlogged so much for people – especially but in this programme male for several months at a time and for those who live in remote and female cricketers were people were finding it hard to areas and are struggling… The given equal respect and airtime… grow food. The cricketers helped programme also clearly showed I think broadcasting this kind residents reinforce the banks that men and women are equal…” of programme will inspire parents of a pond and build raised vegetable to encourage their daughters to beds to improve food supplies play sports. And girls will be able and incomes. to look at men as equals.”

26 Members of the national cricket team meet fans in Narayanpur ISMAIL FERDOUS / BBC MEDIA ACTION

We give women a chance to have their say on equal terms. By 2016, 10 out of 14 presenters of our flagship political discussion shows were women and women made up 44% of our live studio audiences Our publications – Making Waves, media’s potential for girls in the Global South, and Turn up the volume examine the complex reasons for women’s under-representation We find ways to reach women, who often make up more than half the audiences of our dramas

27 Strengthening media capacity in Palestinian Territories In 2012 we began a training and production partnership with the Palestinian Broadcasting Corporation (PBC) and BBC Arabic.

We co-produced two political During this five-year partnership, Independent evaluators described discussion shows – Aswat Min we produced programmes on our programmes as “a role model” Felesteen (Voices from Palestine) subjects ranging from the brain for other political discussion and Hur El-Kalam (Free to Speak) – drain among Palestinians to the lack programmes in the Palestinian to foster a culture of greater of opportunities for people with Territories. Audience members and transparency in a volatile political disabilities. This gave a voice to PBC staff noticed improved technical environment by giving Palestinians people like 24-year-old Ahmad and editorial standards as a result more of a say in their governance. Dosh from a West Bank refugee of our partnership. This had a lasting camp, who confronted the minister effect, enabling the broadcaster

of social affairs on Hur El-Kalam, to to continue producing Hur El-Kalam ask why – despite graduating from after our partnership ended. university – his disability prevented him joining a teacher training programme (he later managed to achieve his dream). High-profile guests included the then Prime Minister, Salam Fayyad and Dr Anan El Masri, former deputy minister for health.

28 On the set of Hur El-Kalam (Free to Speak) WALID BATRAWI / BBC MEDIA ACTION

I learned not [to] be afraid about questioning an official. And if they evade the question, I can ask it again. Viewer Hur El-Kalam, Gaza Aswat Min Felesteen and Hur el Kalam reached 1.17 million adults in Gaza and the West Bank 83% of viewers said their understanding of governance had increased

29 Getting answers for all in Afghanistan Deciding that presenters and panellists on our TV and radio debate show Open Jirga (Open Assembly) would switch between Dari and Pashto was a bold move.

“ Several things divide Afghanistan, At the time Afghanistan was Deliberately broadcasting bilingual language is one of them… the grappling with questions of national programmes sent a message that 2002–2004 civil war was, broadly identity and unity. Many people Open Jirga aimed to help all Afghans speaking, fought between speakers feared the onset of civil war as resolve their common problems. of two languages,” explained our international forces withdrew. The programme aired on the former Afghanistan country director The state broadcaster offered national TV station RTA, the Shirazuddin Siddiqi. “We wanted programmes in each of Afghanistan’s BBC Afghan Service and 67 FM to tackle the fracture lines head official languages, Dari and Pashto, radio stations. During 93 episodes on. We wanted people to see but very few programmes featured the programme addressed issues it is normal for speakers of each both languages interchangeably. including extremism, women’s rights, language to sit next to one another. religion and politics. Presidents Open Jirga’s presenters “ We have the same ills, weak Ashraf Ghani and Hamid Karzai (BBC journalists Daud Junbish governance and conflict, but both appeared on the show, taking and Ismael Saadat) and panellists we also have the same assets questions from the studio audience. switched fluently between in common.” Dari and Pashto and helped people understand the questions and topics being discussed by rephrasing them in simple language.

30 Open Jirga aimed to help all Afghans resolve their common problems BBC MEDIA ACTION

Someone asked me how an ordinary person could dare to question a president. I explained that this was Open Jirga, where everyone could ask his or her question. Audience member Open Jirga 83% of Open Jirga’s listeners and viewers said the programme helped hold government to account Audiences felt that Open Jirga was relevant to all Afghans, and that using both Dari and Pashto increased audience engagement

31 Bridging divides in Myanmar How a drama is addressing political, religious and cultural difference.

For millions of regular listeners Drama is an effective way to do By 2017, hundreds of thousands across Myanmar, quarter to seven this – listeners relate to compelling of Rohingya people had fled to on Friday evening is time to tune characters and feel able to Bangladesh amid escalating violence. into the Tea Cup Diaries. talk about sensitive topics when In a challenging context, the discussing storylines. The radio drama is set in a teashop, Tea Cup Diaries remains on air one of the few places in the country In 2012, rapid political and social twice a week with a new funder. where people from different change and greater media freedom Radio listening groups give audience religious and ethnic backgrounds suggested a positive future for members a rare opportunity gather. We created the show to Myanmar. But ultra-nationalism to discuss issues around minority bridge cultural, political and religious and discrimination against minority groups and challenge negative divides and get people talking religious groups, particularly Muslims perceptions. about them. and the Rohingya community, have intensified since then. In 2015 the country’s new race and religion laws restricted interfaith marriage and reproductive rights.

32 Recording an episode of Tea Cup Diaries in Yangon BBC MEDIA ACTION

Though people have different religions, it’s fine if they have an understanding [of each other]. I know that only after listening to this drama… Listener Tea Cup Diaries Tea Cup Diaries attracted more than 5 million regular listeners Research revealed that listeners to Tea Cup Diaries had more positive attitudes towards people from other religious or ethnic groups

33 Challenging exclusion in Nepal Democracy arrived in Nepal more than 25 years ago but power remains largely in the hands of male Brahmans, Hill Hindus, and urban Newars.

Women, Dalits (formerly known He said, “I was astonished when Bringing national attention as “untouchables”) and indigenous she spoke to camera and accused to these issues led to discussion ethnic groups still face social, her son’s teacher – who was by parliamentary committees political and economic exclusion. from an upper caste – of coming and efforts by the district to school drunk.” education authority to stamp out Our weekly audience-led debate discrimination. The programme TV and radio programme, Viewers could see that also prompted action by civil Sajha Sawal (Common Questions), discrimination prevented most society and local community brought people from all groups of the 100 Dalit children from the members. Youth groups offered together with power-holders to community from going to school, help to children who were discuss issues that concerned them. that the 25 households did not afraid to attend school, an NGO For one episode the production have a single toilet and that many started working with the Musahar team and presenter spent six days people were illiterate or denied community and volunteers living in the Musahar community citizenship rights. donated money to educate the in southern Nepal. A former “ I am not from that community,” Dalit children. minister from the area and said the presenter Bidyha Chapagain. a public health expert spent two “But for several days I ate, sat days there too. The programme’s and slept alongside them. It was editor Dipak Bhattarai stayed a remarkable way of ensuring at the home of Pramila Mushahar. that unheard voices were heard.”

34 A Sajha Sawal audience member questions the guest panel BBC MEDIA ACTION

87% of Sajha Sawal viewers and listeners realised they had more in common with people from different ethnicities, religious or social groups than they previously thought The Sajha Sawal Facebook page attracted nearly 1.8 million ‘likes’, indicating a high level of audience engagement

35 Promoting maternal healthcare in Ethiopia Why gaining the support of husbands is key to making pregnancy safer.

How to get men interested in We knew that many of these The episode resonated with what is seen as a staunchly women’s deaths could be avoided – but only male and female listeners and issue? That’s the challenge our radio if women had the support of their inspired them to think differently production team rose to in rural husbands. So our radio production about their roles. Many men Ethiopia where the death rates team did something different to told us they had never thought of mothers, and babies in the first get men’s attention. They decided about how hard a woman’s life month of life, are some of the to get men doing something usually is, or that women should do less highest in Africa – and where giving seen as women’s work – in this heavy lifting when pregnant. birth in a health facility, which greatly case, baking bread. Listener Hessen Beshire started increases the chances of a safe In one episode of our radio going to antenatal check-ups and delivery, has never been the norm. programme Biftuu Jereenya helping his wife more after listening (Dawn of Life), the male presenter, to our programmes. “I thought encouraged by his female co- husbands were only supposed presenter, tried to make injera, an to work in the fields,” he said, Ethiopian flatbread usually made “but I decided to fetch the water by women, live on air. His attempt and help with other work when failed spectacularly but he laughed my wife is pregnant.” it off and gained a real appreciation of how hard women work.

36 A family in Ethiopia listens to our family health show BBC MEDIA ACTION

14 million people – half the adult population in three states – regularly listened to Biftuu Jereenya or its sister programme Jember (Maternal Light) Male Biftuu Jereenya listeners were three times as likely as non-listeners to know how to prepare for a safe birth and how to care for a newborn baby

37 Improving mother and child health in South Sudan In South Sudan, one in seven women dies giving birth. Three in four adults cannot read or write and the same number do not have access to health services.

In an environment where state Siti Sebit, a mother of two from One mother from Torit told us support is negligible and almost two Juba, said listening to Our Tukul taught that she and her husband chose million people have been displaced her to access antenatal care early to wait the recommended two years from their communities, listeners in her pregnancy. She also learned between pregnancies after listening to our radio programme Our Tukul about exclusive breastfeeding, to Our Tukul. Another said that after have taken significant steps to keep how to prevent diarrhoea and how listening to the programme she their families healthy. to make an oral rehydration solution was able to stop her birth attendant for her babies. “I Iove listening to from washing her baby immediately Our Tukul because I learn a lot,” she after birth. said. “I encourage my neighbours to listen to it because whenever their children get sick or they have a health problem they come to me. I keep telling them that I learn all this from Our Tukul, so they should listen to it too.”

38 Siti Sebit is interviewed in Juba, South Sudan BBC MEDIA ACTION

The most important thing I learned from the programme is that you should breastfeed your baby for six months without giving them food or water. Pregnant listener Our health programmes reached 1.8 million people in South Sudan – 13% of the adult population More than two-thirds of Our Tukul listeners (78%) said they learned what a woman and her family should do during pregnancy

39 Providing life-saving advice in India India has one of the world’s highest maternal death rates.

We created Mobile Kunji (which Each card carries a unique, seven- Mobile Kunji demonstrates how means guide in Hindi) and Mobile digit number that the health worker technical innovation can make Academy – a phone-based training can dial on a basic mobile phone a lasting difference in a cost-effective course for health workers – to to play audio advice to the family she way. It has reached millions of tackle this problem. is visiting. This advice is delivered by families across India, with a positive a friendly female doctor character impact on the health of mothers Frontline health workers in India and reinforces advice given by the and babies. It has won multiple are usually women with a basic health worker. awards, including the GSMA Global education, a heavy caseload and Mobile Award, the Vodafone Mobile inadequate training and materials. “ It’s an old cliché that we’ve sent a for Good award and the FICCI Mobile Kunji and Mobile Academy mission to Mars but have one of the Healthcare Excellence Award. aim to boost health workers’ skills, world’s highest maternal mortality confidence and status, and improve rates,” said Priyanka Dutt, our healthcare. Mobile Kunji is deck director in India. “These innovations of 44 illustrated cards, containing are not just about technology, information for each stage of they are about touching millions pregnancy and post-natal care. of lives on an unprecedented scale.”

40 A frontline health worker in India dials up information on her basic mobile phone BBC MEDIA ACTION

Mobile Academy trained 7,580 frontline workers in Madhya Pradesh and Odisha states The Indian government has included Mobile Academy in an ambitious national scale-up of health programmes

41 Further resources

BBC Media Action data portal Governance and rights Practice briefings http://dataportal.bbcmediaaction.org/site/ Research reports and briefings Inspiring political participation: lessons from This open-source data portal contains the media http://www.bbc.co.uk/mediaaction/ searchable survey data, analysis and Strengthening accountability through media in: publications-and-resources/policy/practice- in-depth reports from 13 countries. Afghanistan http://www.bbc.co.uk/mediaaction/ briefings/participation publications-and-resources/research/reports/ Multimedia Doing debate differently: media and asia/afghanistan/evaluation accountability http://www.bbc.co.uk/ Why we use media for development Bangladesh http://dataportal.bbcmediaaction. mediaaction/publications-and-resources/policy/ http://mediafordevelopment. org/site/assets/uploads/2016/09/Bangladesh- practice-briefings/doing-debate-differently bbcmediaaction.org/ Country-Report-2017.pdf Turn up the volume: empowering women Research reports and briefings Kenya http://dataportal.bbcmediaaction.org/site/ through media http://www.bbc.co.uk/ In-depth evaluation, data and survey assets/uploads/2017/07/Kenya-Country- mediaaction/publications-and-resources/policy/ results from our projects Report-2017.pdf practice-briefings/gender-and-governance- Myanmar http://dataportal.bbcmediaaction.org/ empowering-women Policy briefings site/assets/uploads/2016/07/Myanmar-Country- Multimedia Analysis of the role of media and Report-2017.pdf communication and recommendations Gender and media http://genderandmedia. Nepal http://dataportal.bbcmediaaction.org/site/ bbcmediaaction.org/ for policy makers assets/uploads/2017/07/Nepal-Country- Report-2017.pdf Policy briefings Practice briefings Insights from our projects and tips for Nigeria http://dataportal.bbcmediaaction.org/ Media and communication in fragile states future practice site/assets/uploads/2017/07/Nigeria-Country- http://www.bbc.co.uk/mediaaction/ Report-2017.pdf publications-and-resources/policy/briefings/ Multimedia Sierra Leone http://dataportal.bbcmediaaction. policy-fragile-states Films, online courses, infographics and org/site/assets/uploads/2017/07/Sierra-Leone- Curbing corruption in fragile settings further resources Country-Report-2017.pdf http://www.bbc.co.uk/mediaaction/publications- Tanzania http://dataportal.bbcmediaaction.org/ and-resources/policy/briefings/corruption-in- site/assets/uploads/2017/07/Tanzania-Country- fragile-settings Report-2017.pdf Media’s potential for girls in the Global South Can media affect political participation? http://www.bbc.co.uk/mediaaction/publications- http://dataportal.bbcmediaaction.org/site/ and-resources/policy/briefings/policy-girls-media assets/uploads/2016/07/Political-Participation- Research-Briefing.pdf

42 Health Policy briefing Research reports and briefings Coming of age: communication’s role in powering global health http://www.bbc.co.uk/mediaaction/ Improving reproductive, maternal and publications-and-resources/policy/briefings/ child health in: role-of-communication-in-global-health Bangladesh http://dataportal.bbcmediaaction. org/site/assets/uploads/2016/09/Bangladesh- Multimedia health-web.pdf Global health stories Ethiopia http://www.bbc.co.uk/mediaaction/ life-changing communication publications-and-resources/research/reports/ http://globalhealthstories.com africa/ethiopia/maternal-child-health Resilience and humanitarian South Sudan http://www.bbc.co.uk/mediaaction/ response resources publications-and-resources/research/reports/ africa/south-sudan/maternal-child-health Research reports Practice briefings Strengthening resilience through media in Bangladesh http://dataportal.bbcmediaaction. Rethinking communication for maternal and child org/site/assets/uploads/2016/09/Bangladesh- health: lessons learned from the Shaping Demand resilience-report-web.pdf and Practices project in Bihar, northern India http://www.bbc.co.uk/mediaaction/publications- Building resilience: how research has been used and-resources/policy/practice-briefings/ to evaluate a media and communication approach shaping-demand-and-practices http://dataportal.bbcmediaaction.org/site/assets/ uploads/2016/07/Building-Resilience-research- Using media and communications to respond report.pdf to public health emergencies – lessons learned from Ebola http://www.bbc.co.uk/mediaaction/ Multimedia publications-and-resources/policy/practice- Lifeline programming: online training briefings/ebola course and resources aimed at journalists A bigger splash – partnering for impact – lessons and aid agencies from BBC Media Action’s work to improve https://www.bbcmediaactionilearn.com/ maternal and child health http://www.bbc.co.uk/ course/view.php?id=187 mediaaction/publications-and-resources/policy/ practice-briefings/a-bigger-splash Contact us Front cover image: In Bangladesh a member of the studio bbcmediaaction.org audience poses a question to the panel during a recording of TV and radio [email protected] discussion show Sanglap (Dialogue) BBC MEDIA ACTION +44 (0)207 481 9797

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