How we work

1. BBC WORLD SERVICE TRUST How we work KIMASOMASO (SPEAKING OUT BOLDLY) RADIO PROGRAMME

2. How we work How we work • BBC-WST works across 5 thematic areas: • Health • Good Governance • Education / Livelihoods • Humanitarian • Environment / Climate Change

3. How we work How we work • BBC-WST projects are designed around four activity sets:zxx • Research • Media Development • Production • Outreach

4. The Four Levels Approach Information Policy Regulatory Reform Government Ministry System TV Channel/Newspaper/ Radio Station//Website Outputs and Practice Organisation Professional Associations Standards Practitioner Media practitioners, NGO staff, health workers Skills/Knowledge Population Information/ Participation Audience

5. Our approach in Health How we work Based on a close understanding of our audiences: through extensive research and building local partnerships x Characterised by creativity and quality: we draw on BBC expertise and the best local creative talent across multiple media formats: drama, debate, PSAs, radio magazines, documentary, mobile technology x Unparalleled reach: in 2009, over 250 million people engaged with our programming. The high levels of trust afforded to the BBC brand give our work added impact Partnerships at the core: with government and other organisations, ensuring that our efforts support and are aligned with national health programmes

6. Our approach in Health How we work Our Strategic Objectives in Health programming: Improved uptake of healthy behaviours Increased demand for quality health services and citizen-state interaction on health issues Increased Knowledge and Awareness of health issues Changing Attitudes and Behaviour to encourage better use of Health Services

7. Kimasomaso Radio Magazine Programme Overview

8. Background - Kimasomaso Background - Kimasomaso Since when?2003 – present For whom?Weekly radio programme for Kiswahili speaking young people Who is involved?Currently produced by BBC WST from the BBC East Africa Bureau, Nairobi Broadcast on the BBC Swahili Service Funding History? Ford Foundation, JICA, Currently IDRC

9. PHASE 1 Objectives of Kimasomaso • To provide accurate information on SRH • Public forum where young people can debate and discuss SRH issues that face them in their lives... • ...Which will help them reach informed decisions... • ...To protect the sexual and reproductive health of themselves and others • PHASE 2 Current Objectives of Kimasomaso • Examining health service delivery, systems & policies • Fostering access and discussion among young people and health policy makers • Building young people’s understanding of and access to health research Background - Kimasomaso

10. Who listens? • More that 5.2 million weekly listeners, through BBC Swahili Service (FM and SW) in Kenya and Tanzania • Several rebroadcasting partners across the region including KBC and RFA • Growing interest among other popular media outlets • Listen again audio on the BBC Swahili website

11. How does it work? • Three Kimasomaso project components • Production: • a) 30 minutes programmes broadcast & re-broadcast weekly • b) Kimasomaso website with listen again audios, Facebook • Outreach: • a) Listening groups set up within communities • b) Discussion guides & audio CDs for educational purpose • Research: • a) Qualitative research using FGDs to pre-test Programmes, • understand audience KAP, and evaluate appropriateness • and impact of radio programmes • b) Continuous Audience Feedback analysis (SMS, calls, letter) • c) Audience Participation Events

12. How Kimasomaso Works • Issues, Format • SRH & HIV • Current affairs • Features • Profiles • Diaries/testimonies • Experts • Role models • Discussion • taboo issues into open • Self efficacy • Informed • confidence • assertiveness Seek more Information • What life is really like • Shared concerns • Pan- Swahili • Expert & youth sources • ***** • Awareness • Knowledge • Negotiation • Comparisons • Commonalities • Perspectives • Style • Youth to youth • BBC editorial standard • Truth/accuracy • Impartial • Diverse opinions Give advice Advocacy • Seek services • use facilities • raised expectation for good quality • Ethos • Public interest • Information for informed decisions • Matters of human interest • Youth oriented • Respectful • Change behavior to prevent HIV • HIV Testing • Use of condom Audience Feedback Audience Participation Events * Desire for more interaction * Potential two-way exchange

13. Impact • Stimulating dialogue: among peers, parents • and teachers • Promoting service uptake: HIV testing • Changingbehaviours • Increased courage and confidence among • young people

14. Why am I here? • BBC-WST is now looking to expand the Kimasomaso programme to generate significant content for production from Tanzania • Based on significant audience listenership in Tanzania (5m), and the growth and diversity plans for our Tanzania office • To be working in collaboration with AMREF through their various health programmes in Tanzania, in order to create a dynamic partnership for the programme • Now seeking donor partners who would be interested in being part of these plans • Seeking funding for 1-2 years from now for circa $400,000 per year – equivalent to $0.08 per listener per year

15. JIMMY INNES, COUNTRY DIRECTOR, BBC WORLD SERVICE TRUST TANZANIA +255 684 883 417 jimmy.innes@bbcwst.net