An Assessment of HIV and AIDS Radio Campaign Messages in Malawi

This 57-page report, published by Panos Institute Southern Africa, assesses HIV/AIDS radio campaign messages in Malawi and the impact they have on their intended audiences. The report is part of a larger study that includes similar assessments from five Southern African countries - Botswana, Malawi, Namibia, Zambia, and Zimbabwe. The intention is to document the assessments and share detailed tips on how to carry out an effective HIV/AIDS radio campaign and to advise respective media users on the most effective way of presenting HIV/AIDS information on the radio.

The Malawian study was designed to assess the impact, appeal, and social and cultural appropriateness of HIV/AIDS messaging broadcast over the radio, as well to support media and HIV/AIDS organisations to carry out HIV/AIDS campaigns with maximum impact. Interviews were conducted with radio stations, the Malawi Broadcasting Corporation, and the Malawi Institute of Journalism. Focus groups were also conducted with community members in cities across the country, with a particular focus on two HIV/AIDS radio programmes: Pakachere and Tikuferanji. Focus groups were also conducted with people living with HIV/AIDS.

The study found that radio is the most common source of information on HIV/AIDS. Other sources included hospitals, meetings organised by the National Association of People Living with HIV/AIDS in Malawi (NAPHAM), television, magazines, and non-governmental organisations (NGOs). However, radio is still the most common source. Findings also showed that more men have access to radio than women, and that people in urban areas have more access than those in rural areas.

According to the report, HIV/AIDS radio messages are designed to create awareness about the epidemic and bring about behavioural change. Messages are also meant to promote HIV testing, other HIV/AIDS services, and the rights of people living with HIV. Participants in focus groups acknowledged the usefulness of radio messages and said that such messages have brought about behavioural change. Radio stations reported that members of the community are involved in message development. Radio station members visit communities to identify issues (although the report states that this is rare because of staffing issues), and community members visit radio stations to talk about issues they want to discuss. Although the community is involved, the report states that there are concerns this has not been done adequately. Radio stations also develop messages based on materials they get from HIV/AIDS organisations.

According to the report, participants are aware of a number of HIV/AIDS radio programmes and could identify the main issues covered. One case study programme, Tikuferanji, was identified as a favourite programme by respondents. However, one of the problems highlighted was that, while community members want to listen to these programmes, a lack of batteries, especially in rural areas, affects their ability to use radios. In addition, the report makes the point that broadcast messages are not supported by the availability of services and that there is a general lack of funding for the development of HIV/AIDS messages.

In terms of the two case study programmes, Tikuferanji and Pakachere, the report found that people are aware of the programmes and their contents. Participants noted that as a result of listening to the programmes, people are more willing to disclose their status and acknowledge when a death is HIV/AIDS-related. They also reported that: more people go for testing and counselling; people are increasingly using condoms; and some harmful cultural practices have stopped. Additionally, in some cases, witchcraft is no longer perceived as a cause of HIV/AIDS. However, the author notes that, while respondents attributed these changes to the two programmes, other initiatives may have contributed to these changes as well. The respondents suggested making the programmes longer, translating them into more local languages, and introducing them on other radio stations.

The study also revealed that participants generally prefer national radio stations over community stations for a number of reasons. These include community stations being "childish and not serious", lack of proper training for producers and announcers, lack of resources and staff for community stations to function properly, and lack of diversity of programming.

The study includes a number of recommendations:

• distributing solar or hand powered radios to listening clubs;
• increasing information to counter stigma;
• developing more HIV/AIDS awareness programmes to improve comprehensive knowledge and to decrease misconceptions about HIV/AIDS;
• forming listening clubs - in particular, promotion of female membership to increase women's access to radio;
• ensuring that messaging is age appropriate - i.e., messaging around sex and condoms should be aired when small children are less likely to hear them;
• increasing the length of programmes; and
• strengthening community radios through funding and provision of trained staff.