DOCUMENT RESUME ED 455 165 SO 032 868 TITLE What Works? A Blast from the Past. Project Profiles from the 60s and 70s...Social Marketing, Community Media, Mass Campaigns, Interactive Radio, Gender Equity, Participation, the Media & More. INSTITUTION Academy for Educational Development, Washington, DC. PUB DATE 2001-00-00 NOTE 283p. AVAILABLE FROM Academy for Educational Development, 1825 Connecticut Avenue, NW, Washington, DC 20009-5721; Tel: 202-884-8000; Fax: 202-884-8400; e-mail: [email protected]; Web site: http://www.aed.org/. PUB TYPE Reference Materials Directories/Catalogs (132)-- Reports Descriptive (141) EDRS PRICE MF01/PC12 Plus Postage. DESCRIPTORS *Community Action; *Developing Nations; *Development Communication; Foreign Countries; *Mass Media; *Profiles; Program Descriptions; *Social Change IDENTIFIERS Academy for Educational Development; Project Innovation; *Social Marketing ABSTRACT The Academy for Educational Development (AED) has been in the social marketing, communication, and participation business for some 40 years. This book profiles 82 projects carried out in the 1960s and 1970s in countries around the world. These projects were researched and documented by AED under its Clearinghouse on Development Communication. It is hoped that the book's profiles of extraordinary early experiments with social marketing, mass media, interactive radio, and participation might benefit a new generation of communication professionals. Profiles in the book describe applications to fields as diverse as basic education, child survival, family planning, agriculture, community organizing, and participatory media. The book opens with an easy-to-read index and a table of contents. Synopses of each project follow, providing a description, results, facts of note, references, target audience, objectives, media, donors/sponsors, duration, and contacts. (BT) Reproductions supplied by EDRS are the best that can be made from the original document. What Works? A Blast from the Past. Project Profiles from the 60s and 70s...Social Marketing, Community Media, Mass Campaigns, Interactive Radio, Gender Equity, Participation, the Media & More. U.S. DEPARTMENT OF EDUCATION Office of Educational Research and Improvement EDUCATIONAL RESOURCES INFORMATION CENTER (ERIC) This document has been reproduced as received from the person or organization originating it. Minor changes have been made to improve reproduction quality Points of view or opinions stated in this document do not necessarily represent official OERI position or policy. PERMISSION TO REPRODUCE AND DISSEMINATE THIS MATERIAL HAS BEEN GRANTED BY W. Smith TO THE EDUCATIONAL RESOURCES INFORMATION CENTER (ERIC) 1 BEST' COPY AVAIIABLE 2 so A Blastfrom----11,_ > the Past -A Poos@@e poomcg, cuguo eNCg 0@9& fed KAtoo. 0000 0 Nffleakg ©@uouougolley]GCA gd,5@@©ffloopeauv r).lloOgofflaucg Rex1c) 0@od@o Ecx#V Pfflueflexabov 9® mgc2e)a@pg. //3 snot as much as you think! BEST COPY AVAILABLE AED is a private, nonprofitorganization with 40 years of experience in promoting human development-through social marketing,plus education, training,research, and cultural exchange. AED has more than 800 professionals working in 120 countries on problems of access to education, quality in health care, environmental protection, democracy-building, transportation, and youth development. AED's Social Change Group puts scientists, engineers, and marketers at the same table to create products, programs, and messages that promote social change. We measure success by changesincommunities,individuals,andpolicy. Social marketingis the blueprint we use to manage the change process. Our key to success is to begin with a wide lens, then narrow our focus to find the best target of opportunity for real change. BEST COPY AVAILABLE FOREWORD People are always asking us, what's new? When you've beeninthesocialmarketing, communication, and participationbusinessaslongasAcademyfor Educational Development has (some 40 years), each year it becomes a tougher question to answer candidly. Yes, of course, there are new technologies such as the Internet, new problems such as HIV/AIDS, and new regions such as the emerging democracies of Eastern Europe, and new science. Many fundamentals,however,remainthesame. Important programs from the past stilloffer valuable lessons for the future.Experiments that were once considered to be ahead of their time can show us how to achieve goals that today have finally become priorities. This volumeA Blast from the Pastprofiles 82 projects carried out in 1960s and 1970s in countries aroundthe world.Theywere researchedand documented by AED underitsClearinghouse on DevelopmentCommunication. Theseprofilesare reprinted here in the hopes that a new generation of communication professionals might benefit from these extraordinary early experiments with social marketing, mass media, interactive radio, and participation.The profiles describe applications to fields as diverse as basiceducation, childsurvival,family planning, agriculture,community organizing, andparticipatory media. These profiles are indexed according to sector focus, use of media, and country. We welcome your comments regarding the usefulness of these profiles, as well as your suggestions on lessons that we can apply today from A Blast from the Past. "A".'"" >QS" o,,..,,,xxe.....,.a 0 :., 111111111111111i , "". ,.._111111111111111L- '1 ') 1111111111111 . .. ,_:I 7I1111111111111311111N :7. 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MI% Table of Contents ASSISTANCE TO RURAL BROADCASTING Afghanistan 1 LEFATSHE LA RONAOUR LAND Botswana 5 BASIC VILLAGE EDUCATION Guatemala 9 SCHOOL-ON-THE-AIR India 12 KIPSIGIS HOMESTEADS CATTLE-DIP MANAGEMENT PROGRAM Kenya 15 THE TRAINING COMPONENT OF THE THABA BOSIU RURAL DEVELOPMENT PROJECT Lesotho 18 MALI LIVESTOCK II PROJECT Mali 22 PLAN PUEBLA Mexico 26 RADIO HUAYACACOTLA Mexico 30 MASAGANA 99 Philippines 33 RADIO EDUCATIVE/PILOT PROJECT IN COMMUNICATION MEDIA IN ADULT EDUCATION Senegal 37 THE RADIO FARM FORUM PILOT PROJECT Thailand 41 EN SAMOA American Samoa 44 BRAC'S SULLA FUNCTIONAL EDUCATION PROJECT Bangladesh 47 EN MARANHAO Brazil 50 THE MOBRAL ADULT LITERACY EXPERIMENT Brazil 53 MOVIMENTO DE EDUCACAO DE BASE Brazil 57 RADIO ECCA Canary Island 60 RADIO SANTA MARIA Dominican Republic 64 THE SHUAR RADIO SCHOOLS Ecuador 67 INSTRUCTIONAL N AND EDUCATIONAL REFORM El Salvador 71 ACCION CULTURAL POPULAR HONDURENA Honduras 74 SITE TEACHER TRAINING India 78 CORRESPONDENCE COURSE UNIT Kenya 82 KEDI EDUCATIONAL RADIO AND TELEVISION BROADCASTING Korea 86 n KOREAN AIR AND CORRESPONDENCE HIGH SCHOOL Korea 90 LESOTHO DISTANCE TEACHING CENTRE Lesotho 94 MAURITIUS COLLEGE OF THE AIR Mauritius 98 RADIOPRIMARIA Mexico 101 TARAHUMARA RADIO SCHOOL Mexico 105 RADIO MATHEMATICS Nicaragua 109 TELE-NIGER Niger 112 RURAL RADIO EDUCATION PROJECT Paraguay 116 THE CANDELARIA PROJECT Colombia 120 THE DANFA COMPREHENSIVE RURAL HEALTH AND FAMILY PLANNING PROJECT Ghana 124 THE PILA PROJECT Guatemala 128 PROMOTORES DE SALUD Guatemala 131 RADIO DOCTEUR Haiti 135 THE KAVAR VILLAGE PROJECT Iran 138 ZAA NA UWATUNZE Kenya 142 HEALTH EDUCATION RADIO DRAMAS Sri Lanka 146 MAN IS HEALTH (MTU NI AFYA) Tanzania 150 TELEMEDICINE IN ALASKA U.S.A. 153 THE COMILLA PROJECT Bangladesh 157 LAEDZA BATANANI Botswana 161 ACCION CULTURAL POPULAR (ACPO) Colombia 164 RADIO MENSAJE Ecuador 167 AGRI-SERVICE ETHIOPIA Ethiopia 170 INTEGRATED FAMILY LIFE EDUCATION PROJECT Ethiopia 173 SATELLITE INSTRUCTION TELEVISION EXPERIMENT (SITE) India 177 INADES Ivory Coast (Headquarters) 181 ASSOCIATION OF RADIO CLUBS OF NIGER Niger 184 THE SHADAB INTEGRATED RURAL DEVELOPMENT PROJECT 0fl Pakistan 187 AUDIO CASSETTE LISTENING FORUMS Tanzania 191 THE LOWER YUKON (SKYRIVER) PROJECT U.S.A. 195 PROJECT FOR EQUALITY OF ACCESS TO EDUCATION FOR WOMEN AND YOUNG GIRLS Upper Volta 198 EXPERIMENTAL NUTRITION PROJECT Brazil 202 NUTRITION MASS COMMUNICATION PROJECT India 205 PROJECT POSHAK India 209 MASS MEDIA VS. DIRECT EDUCATION PROGRAM Mexico 213 MASS MEDIA NUTRITION-ADVERTISING CAMPAIGN Philippines 216 BRESTFEEDING CAMPAIGN Trinidad and Tobago 220 NUTRITION ADVERTISING CAMPAIGN Tunisia 223 APROFAM FAMILY PLANNING PROGRAM Guatemala 227 THE JAMU PROJECT Indonesia 231 THE MODEL FAMILY PLANNING PROJECT Iran 234 THE HAVE A HEART FAMILY PLANNING CAMPAIGN Jamaica 237 THE KOREAN MOTHERS' CLUB PROGRAM Korea 240 MY BROTHER'S CHILDREN Nigeria 244 AGRICULTURAL ANOLOGY