An Assessment of HIV and AIDS Radio Campaign Messages in Zimbabwe

This 57-page report, published by Panos Institute Southern Africa, assesses HIV/AIDS radio campaign messages in Zimbabwe 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. According to the report, although radio has been used extensively to promote HIV/AIDS messages, success has been mixed.

As stated in the report, the study was conducted to capture the impact of HIV/AIDS messaging on people living with HIV as well as the general population. The Zimbabwean study assessed the impact, appeal, and socio-cultural appropriateness of HIV/AIDS messages broadcast via radio and examined whether programmes and campaigns were planned or not. The study was also designed to provide advice to media organisations and AIDS service organisations on how to more effectively design HIV/AIDS campaigns to ensure maximum impact. Data were collected via focus group discussions and a literature review, as well as a review of various radio programmes. Key informant interviews were held with major stakeholders, including radio station producers and presenters, and organisations involved with the development of HIV/AIDS messages.

According to the findings, there is notable coverage of HIV/AIDS messages on three of Zimbabwe's stations. The fourth does not cover HIV/AIDS much, as its focus is mainly on entertainment. The onus for developing HIV/AIDS messages lies mainly with civic organisations, international non-governmental organisations (NGOs), and the government. Radio stations do develop messages, but their major function is to solicit such programmes from other players. Although fora exist for audiences to participate in the process, the authors say their involvement is minimal.

The report also states that programming of HIV/AIDS radio campaign messages is overwhelmingly top-down. The nature, content, and presentation of the messages are predetermined by funders and the originators of the programmes. Campaign messages aired on radio are diverse in terms of content, duration, and intended audience. Radio stations play an important role as they develop the programme, in terms of style and presentation, and civil society organisations (CSOs) inform the programme in terms of content.

As stated in the report, a clearly defined relationship exists between CSOs and radio stations around the development of HIV/AIDS radio campaign messages. However, as a result of persistent inflationary challenges, the cost of radio slots is prohibitive. Due to these high costs, radio stations usually have other programmes which can be mainstreamed with HIV/AIDS messages. The relationship between radio stations and NGOs also allows organisations to provide regular training to the media on effective HIV/AIDS reporting.

According to the study findings, campaign messages tended to have mixed impacts on different audiences. For instance, condom adverts were heavily criticised by the church; however, condoms were also seen as providing a sense of security for those who cannot abstain. Radio messages were also criticised for not dealing with subjects comprehensively. For example, condom adverts don't explain how to use them or mention female condoms. The report found that interactive programmes provided relevant information to callers. However, callers did not like that the presenters often referred them back to doctors, since doctors charge unaffordable rates.

Censorship laws in Zimbabwe were also found to impact on the production of HIV/AIDS radio messages. As a general policy, radio stations screen or edit information for unethical language and anti-government or political sentiment. Campaign messages usually exist in the form of adverts, talk shows, and news items. Sustainability of these programmes is an issue, especially in the face of high costs associated with getting slots on the air. Study findings also showed that there is usually a proliferation of HIV/AIDS messages during events like World AIDS Day, when free slots are made available.

The report includes a number of recommendations for various stakeholders. This includes a recommendation for more efforts to reach people out of range of radio coverage. It also suggests more outreach by radio stations, as well as expanding radio coverage and possibly easing community radio station application requirements. Civil society should also involve marginalised sections of society in message development and fully exploit the existing free slots on radio stations. Broadcasting HIV/AIDS messages should also be a sustained process, and not event-driven.

According to the report, meaningful involvement by the public in HIV/AIDS message development is still in its infancy, and there is a tendency to focus on urban settings at the expense of rural ones. The authors note that the public should be included in baseline surveys to facilitate the development of programmes that are relevant to the needs of the audience. Lack of clear monitoring and evaluation of HIV/AIDS campaign messages implies that the informational needs of the public are not adequately met. This includes the needs of people living with HIV and AIDS (PLWHA). The authors argue that meaningful involvement of PLWHA in programme development is critical, and that PLWHA also need to use radio stations as advocacy tools.

The final recommendation is directed at donors. The report suggests that funding for HIV/AIDS radio programming be increased, and that it include capacity-building for media houses on message development. Also, instead of pre-determining the content and nature of programming in a top-down approach, more opportunity should be given to audiences to develop their own messages.