Recent development of a behavior change communication strategy using long-running serialized dramas broadcast on national radio in Zimbabwe entailed extensive formative research. The objective of the radio drama is to improve reproductive health and decrease HIV transmission by modelling desired behaviors, recognizing that such efforts are most effective when they are embedded in social and cultural norms and expectations and reflect the opportunities and obstacles present in the local environment.
In order to describe the broader context, the formative research included several components. These included (1) a literature review that describes the major influences on reproductive behavior at macro, community, household and individual levels; (2) a media assessment, which describes mass media consumption patterns by the target populations (3) a health infrastructure analysis, which describes the availability and distribution of reproductive health and sexual risk reduction medical and social services (4) a community networking analysis, which summarizes the formal and informal channels that might be used to link the serial drama to everyday communications in towns and villages, and finally, (5) a qualitative assessment using a variety of interviews, focus groups, and survey techniques designed to answer questions that have not been answered in other components of the formative research.
This presentation will explain the research process and how results are applied the production of the radio drama. As a result, audience members will be able to both recognize and articulate the need for a multi-dimensional formative research phase when designing behavior change communication strategies.
Learning Objectives: This presentation will explain the research process and how results are applied the production of the radio drama. As a result, audience members will be able to both recognize and articulate the need for a multi-dimensional formative research phase when designing behavior change communication strategies.
Keywords: Research, International Reproductive Health
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: CDC's Global AIDS Progam
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.