The Drum Beat – Issue 593 – Impact Series #1: BBC WST Evaluation and Research
August 15 2011
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«81% of those who listened each week reported that their income had increased in the past two years…»
http://www.comminit.com/natural-resource/node/273684
«62% of viewers/listeners said Sanglap made politicians more accountable…»
http://www.comminit.com/democracy-governance/node/267597
«Most listeners agree that the station gives them a voice and assists in holding officials to account…»
http://www.comminit.com/democracy-governance/node/9283376
«47% of men exposed to the campaign discussed condoms in the previous 30 days…»
http://www.comminit.com/hiv-aids/node/313011
«…handwashing to protect the health of a baby or child: 10% to 25%.»
http://www.comminit.com/entertainment-education/node/71666
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From The Communication Initiative Network – where communication and media are central to social and economic development.
Subscribe to The Drum Beat: http://www.comminit.com/en/user/register
Access this issue online at http://www.comminit.com/en/drum_beat_593.html
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This issue of The Drum Beat is the first in a series of 5 that highlight specific examples of the impact that communication is having on development in a myriad of ways. These examples are culled from presentations shared at a meeting hosted by The Communication Initiative on March 29 2011 («Social and Behavioural Change Research Results: Strategic Implications») in Geneva, Switzerland. You may notice that each of the Drum Beat issues included in this series is shorter than normal; our goal is to hone in on just a few illustrations of the most compelling impact data to emerge from the Geneva meeting – with the hope that you will delve deeper as your interests drive you.
This first presentation – «Political, Social and Behavioural Change: Measuring the Impact of Media on Governance Outcomes» (by Kavita Abraham Dowsing, James Deane, and Caroline Sugg) – focuses on just a few of the strategies that the BBC World Service Trust (WST) has used to measure the impact of media on governance and other development outcomes. For access to the full presentation itself in PDF format, please see: http://www.comminit.com/files/impact_presentation-_geneva_ci_bbcwstpresentation_final_pdf.pdf
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BBC WST AND GOVERNANCE:
1. Bangladesh Sanglap
69% of audience members said that Sanglap – a political talk show that also featured mayoral debates, election specials, «boat shows» and video vans, and an associated programme – enabled «people like me» to have input into policy and decision-making. 62% of viewers/listeners said Sanglap made politicians more accountable and 69% of audience members said Sanglap enabled «people like me» to have input to policy and decision-making
* For more information on this programme, see:
http://www.comminit.com/democracy-governance/node/267597
2. Al Mirbad Radio
There is evidence of high levels of engagement in this southern Iraqi radio station (which is built, managed, and operated by southern Iraqis and whose aim is to enhance social cohesion and advance political accountability) – with an estimated 90,000 over three years calling in to «raise or resolve an issue». Head of water services for Basra province, Abdul-Mun’im Khayoun, said: «When issues are raised by the programme regarding the water supply, I go to visit the relevant locations to check for myself. After that I summon the field operators to discuss the issue with them…the programme has help bring to our attentions problems we were otherwise unaware of…»
* For more information on this programme, see:
http://www.comminit.com/democracy-governance/node/9283376
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Please visit The CI’s summary of «Political, Social and Behavioural Change: Measuring the Impact of Media on Governance Outcomes». Here, you can access the full presentation. Also, we hope that you will take a moment to comment on and/or rate what you find here.
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BBC WST AND LIVELIHOODS AND EDUCATION:
3. English in Action Learning Products
Over 26 million Bangladeshis have used at least one of the BBC WST’s English in Action learning products, 20 million people have watched the learning programme Mojay Mojay Shekha, and 3.9 million people have dialled a mobile phone number to access an English lesson.
* For more information on this programme, see:
http://www.comminit.com/entertainment-education/node/270316
4. Barnaamijka Xoolaha (The Livestock Programme)
In Somalia, a survey of people working in the livestock sector showed that 82% listened to the BBC WST’s weekly livestock programme, 65% of listeners could name two symptoms of foot and mouth (compared to 20% of non-listeners), and 81% of those who listened each week reported that their income had increased in the past two years (compared to 35% of non-listeners).
* For more information on this programme, see:
http://www.comminit.com/natural-resource/node/270022
* For access to evaluation information, see: http://www.comminit.com/natural-resource/node/273684
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To explore the full range of evaluation data collected in the communication for development (C4D) realm, please visit and engage with The CI’s EVALUATIONS site search: http://www.comminit.com/global/search/apachesolr_search/evaluations?filters=tid:36
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BBC WST AND HEALTH:
5. Condom Condom HIV Prevention Campaign
This campaign used a light-hearted approach to communicate a serious message and a practical approach to safe sex to reach 150 million men in India. There were approximately 750,000 requests for the ringtone download. 47% of men exposed to the campaign discussed condoms in the previous 30 days, compared to 29% at baseline. When it came to the % of respondents agreeing that they could buy a condom without fear or embarrassment, there was a 21% increase over baseline amongst those exposed to the campaign, compared to only a 6% increase amongst those not exposed.
* For more information on this campaign, see: http://www.comminit.com/hiv-aids/node/282510
* For access to evaluation information, see:
http://www.comminit.com/hiv-aids/node/313011
6. Cambodia Maternal and Child Health (MCH) Campaign
This behaviour change communication (BCC) campaign reached 99% of media consumers. A high exposure to WST outputs was associated with greater improvements in knowledge and practice; for example, knowledge of benefits of breastfeeding immediately after birth: 38% to 67%, and handwashing to protect the health of a baby or child: 10% to 25%.
* For more information on this campaign, including evaluation information, see:
http://www.comminit.com/entertainment-education/node/71666
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For a more complete summary of «Political, Social and Behavioural Change: Measuring the Impact of Media on Governance Outcomes» on The CI site, please see: http://www.comminit.com/content/political-social-and-behavioural-change-measuring-impact-media-governance-outcomes
To access the full presentation directly in PDF format, please see: http://www.comminit.com/files/impact_presentation-_geneva_ci_bbcwstpresentation_final_pdf.pdf
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Express your opinion and review the opinions of others!
Is Facebook the future organisational model for effective international development action?
http://comminit.com/global/node/9279965
Is a focus on «equity» the best approach to advancing the wellbeing and status of children?
http://comminit.com/children/node/9280100
There is insufficient engagement of people living with HIV/AIDS in policy formulation?
http://www.comminit.com/hiv-aids/node/9280015
Events in North Africa demonstrate the effectiveness of international development action?
http://www.comminit.com/democracy-governance/node/9279966
Is the growth of citizen journalism positive or negative for media development?
http://www.comminit.com/media-development/node/276787
Has there been a recent trend of diminishing levels of public debate on environmental issues?
http://www.comminit.com/natural-resource/node/9280020
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This issue of The Drum Beat was written by Kier Olsen DeVries.
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The Drum Beat is the email and web network of The Communication Initiative Partnership – ANDI, BBC World Service Trust, Bernard van Leer Foundation, Calandria, CFSC Consortium, CIDA, DFID, FAO, Fundación Nuevo Periodismo Iberoamericano, Ford Foundation, Healthlink Worldwide, Inter-American Development Bank, International Institute for Communication and Development, Johns Hopkins Bloomberg School of Public Health Center for Communication Programs, MISA, PAHO, The Panos Institute, The Rockefeller Foundation, SAfAIDS, Sesame Workshop, Soul City, Swiss Agency for Development and Cooperation, UNAIDS, UNDP, UNICEF, USAID, WHO, W.K. Kellogg Foundation.
Chair of the Partners Group: Garth Japhet, Founder, Soul City garth@heartlines.org.za
Executive Director: Warren Feek wfeek@comminit.com
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The Editor of The Drum Beat is Kier Olsen DeVries.
Please send additional project, evaluation, strategic thinking, and materials information on communication for development at any time. Send to drumbeat@comminit.com
The Drum Beat seeks to cover the full range of communication for development activities. Inclusion of an item does not imply endorsement or support by The Partners.
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