Community Radio Program to Improve the Health of Women and Children

The project goal is to improve the health of women and children by designing and broadcasting two unique radio serial dramas to support behavior change on key health and social issue areas in four provinces: Luapula, Muchinga, Central, and Western. The project objectives are to write, produce, and broadcast two radio serial dramas, each of 156 episodes, in Bemba and Lozi languages. The dramas will use thematic storylines to address core and support issue areas, including family planning, nutrition, gender-based violence, HIV, education, malaria prevention and treatment, and civic engagement. Gender equality will be a crosscutting issue as both the core and support issue areas are being addressed. The project began on February 20, 2018, and the first months were focused on administrative issues, research, trainings, and writing, plotting, and recording of the serial dramas. The initial step was to build the human resource team, and key personnel positions were filled by May 2018. PMC signed a long-term lease for office space and a fully functional studio for recording and producing the radio serial dramas. During the reporting period, PMC-Zambia engaged an independent research consultant to conduct two research activities: formative research and pretest of pilot episodes. The formative research process included a literature review, media analysis, development of a policy framework, health and social service infrastructure analysis, and qualitative research. The findings from the two researches aided PMC-Zambia in the development and creation of believable dramas storylines that resonate with the target audience and community at large. A total of 22 scriptwriters and producers were trained on PMC's methodology, and ten were selected for the creative teams. In addition to the training on PMC's methodology and writing techniques for radio dramas, the teams participated in a detailed discussion on formative research findings with the research consultant and PMC staff. The discussion informed character and storyline development and helped determine how the project will support behavior change on key health and social issue areas. The project will use a unique entertainment-education methodology for social behavior change communication (SBCC), which involves using engaging and relatable storylines to promote positive behaviors and attitudes. The project will also use a variety of evaluation methods, including monitoring and evaluation, to assess the impact of the project on the target audience. The project will be implemented in four provinces: Luapula, Muchinga, Central, and Western. The primary target audience will be women and adolescents between the ages of 15-49, and the secondary audience will be men between the ages of 15-59. The project will use a variety of communication channels, including community and commercial radio stations, to reach the target audience. The project will have a significant impact on the health and well-being of women and children in Zambia. By promoting positive behaviors and attitudes, the project will contribute to improved health outcomes, including reduced maternal and child mortality, improved nutrition, and reduced HIV transmission. The project will also contribute to improved education outcomes, including increased enrollment and retention of girls in school. Overall, the Community Radio Program to Improve the Health of Women and Children is a critical project that will contribute to improved health and well-being outcomes for women and children in Zambia. The project's unique entertainment-education methodology and focus on behavior change will make it an effective tool for promoting positive behaviors and attitudes among the target audience.