HIV/AIDS Programming for Rural Audiences – Broadcast Training
23 Steps to Success
Iain McLellan can be reached at: mclellan@videotron.ca
Producing radio about HIV/AIDS is a tricky business due to, among other factors, the nature and severity of the illness, its broad impact, and various cultural sensitivities about discussing human sexuality. Iain McLellan, is a consultant specializing in communication for changing HIV/AIDS behaviour. He offers the following suggestions to help meet the challenge of creating effective programs.
1. Get support from upper management.
Explain to supervisors that radio programming can save people's lives, that there has never been a challenge like HIV before, and that no country can afford to ignore it.
2. Seek background information and expertise from health professionals.
The more informed you are, the more useful your broadcasts will be.
3. Make contact with international organizations and NGOs that support HIV projects.
It is often easier for donors to add a radio component onto existing projects rather than get new ones approved. Forming partnerships with existing projects also speeds up the process of getting support.
4. Don't try to be all Things to all People.
Target broadcasts to specific populations. Youth for example can be divided into boys and girls, sexually active and not sexually active, in-school and out-of-school. It is impossible to talk to parents and youth in the same program.
5. Information about HIV/AIDS alone is not enough
People already know how infection occurs and how to prevent infection. What is needed are subtle approaches that persuade them to practice safe sex. For example, people cannot be told to use condoms; it is better if they hear dramatizations that model the advantages and disadvantages of using condoms. Then they can decide for themselves.
6. Avoid too much technical information.
Don't allow invited health professionals to go into a lot of detail about bio-medical issues using language which goes over the heads of listeners and tends to be boring. Instead, deal with the more important issues of human sexuality. Discussing realities on the air such as sexual activity of youth, prostitution (commercial sex work), and sexually transmitted infections, may make people feel uncomfortable, but it is essential.
7. Whenever possible involve people living with HIV/AIDS in broadcasts.
There is no better way to bring home the realities of this disease than to get the testimony of those who have been touched by it. Health personnel can help identify and encourage people to collaborate. Withhold their identity if they prefer to remain anonymous.
8. Be bold in taking risks and pushing limits.
There is a natural shyness when it comes to talking about sexual relations. But it is impossible to deal effectively with HIV/AIDS without discussing sex openly and frankly. Broadcasters might take a little heat, but they have to be convinced that what they are doing is for the good of the country and is saving lives. There are too many countries in the world where a conspiracy of silence has allowed HIV to infect and kill millions, and impact on every aspect of human life.
9. Get copies of socio-behavioural studies.
Gaining insights on what is really happening in terms of risky sexual behaviour helps to make sure programming reflects what is really going on. It is also easier to quote serious studies describing behaviour rather than make assumptions about it.
10. Engage the services of drama and theatre groups to develop dramatizations on HIV/AIDS topics.
First, though, get technical advice from a health professional to ensure that no misinformation is conveyed. Dramatizations are most effective when they are followed by a discussion or a call-in show. Controlled improvisation which is developed over time, and pre-recorded and edited, is a good approach. Improvisation is often more lively and authentic than scripted dramas. Role-playing is another method commonly used. It involves assigning people from the target population situations to act out which are later discussed.
11. Involve youth.
Youth are one of the hardest groups to reach. No one can communicate with youth better than youth itself. Give young people basic radio production skills and encourage them to develop their own HIV/AIDS programming. The resulting programs will be more interesting and attractive to youth.
12. Involve adult gatekeepers when you develop programs for youth.
Form an advisory committee of parents and community leaders, including religious leaders. This will reduce the chances of strong opposition to the programs. Stress to the committee that the goal of the programs is to protect those who are sexually active and discourage those who are not sexually active from starting.
13. Promote abstinence from sexual activity for girls who have never engaged in sexual relations.
It is much easier to maintain a positive behaviour than to change a risky one. For example, encourage girls who are 12 to 15 years old, to say no to sex and understand they have the right to control their bodies and have sex only when they want to.
14. Collaborate with condom social marketing projects whenever possible.
Ask them to sponsor the production of HIV/AIDS programming and involve them in off air promotions such as concerts, fairs, or other community events. Condoms are the heart and soul of HIV prevention. It is much easier to get people who engage in risky behaviour to use condoms than to end the risky behaviour. The reliability of condoms needs to be emphasized, as well as instructions on how to use them.
15. Make programs entertaining
HIV is not only a medical issue; it is a socio-behavioural one. HIV invokes a whole range of human emotions that should be reflected in programming. Dramas, role-playing, music and personal testimony bring life to coverage.
16. Use humour to diffuse discomfort about sexual issues.
There is something about condoms and human sexuality that often brings out a giggle from people. People usually find it easier to talk about sex when they are laughing about it at the same time. It also makes for more enjoyable, entertaining programming.
17. Respond immediately to misinformation.
Any rumours such as exaggerated claims of cures or false facts about condom reliability should be addressed. Get health professionals, condom social marketers or others to present the scientific reality.
18. Sustain HIV/AIDS programming over time.
It is fine to take breaks now and again to prevent listeners from becoming saturated or overwhelmed. If HIV/AIDS is not covered frequently, listeners will tend to forget about it and return to risky behaviour.
19. Appreciate that HIV is not just another health problem.
Think of HIV as a national security challenge. It has the potential to affect every aspect of life in a country. Radio broadcasters have a civic responsibility to ensure that radio is used effectively to reduce HIV infection and diminish its impact.
20. Make sure HIV programming is heard.
Broadcast at times and days when target populations are likely to be listening, and repeat broadcasts at different times and different days. Find out the best times and days to reach people by conducting small-scale research.
21. Do as much recording on location as possible.
Visit secondary schools, bars and night clubs, Sexually Transmitted Infection clinics and other locations where those who might be at risk to infection might be found, and interview them about sexual behaviour and their ideas about prevention. This approach personalizes the issues making them more interesting for listeners than studio interviews. People are often more frank and open when interviewed outside the studio.
22. Work with local language broadcasters to develop suitable vocabulary.
Broadcasts on HIV are too often done in European languages that are often not understood by listeners. Develop a vocabulary in local languages which covers commonly used words like STIs, condoms, sexual relations, etc. A balance should be achieved to ensure that the words are well understood but are not too vulgar and offensive.
23. It is not always necessary to mention HIV or AIDS in order to promote prevention.
Some listeners are tired of hearing about HIV and AIDS. Others deny that it is a problem. This is especially true if the number of infected people is relatively low. In these cases, don¹t refer to HIV and AIDS at all. Instead promote condom use to avoid Sexually Transmitted Infections (STIs) which can cause infertility and unwanted pregnancy. Rapid diagnosis and treatment of STIs of all sexual partners at reliable facilities can also be promoted. Both strategies also contribute to reducing HIV infection.
