Twende na Wakati

The locally written serial drama focused on the lives of several fictional Tanzanian families and aimed to promote family planning as well as other socially and environmentally responsible behaviours, such as HIV/AIDS prevention, education for girls, and empowerment of women.

According to the producers, using a strategy based on social learning theory, which states that people learn through emulation, Twende na Wakati educated while it entertained. Each story offered a negative character who drew attention to the current social problems, a positive role model who served as a role model for the listening public, and a transitional character with whom the target audience was able to identify and empathise. The transitional characters faced suffering and doubt, but through positive actions that gave them greater control over their lives, they managed to overcome a crisis and enjoy a final change in fortune.

The story of Twende na Wakati focused on Mkwaju, a truck driver and sexual adventurer, who has encounters with girlfriends all along the major roads of Tanzania. While he squanderes his money on alcohol and presents for these women, his subservient wife, Tunu, who cares for their children, grows increasingly frustrated. When Mkwaju develops AIDS, Tunu, in an act of compassion, cares for him until he dies. But his legacy lives on through his son, Kibuyu, who is beginning to follow in his father's footsteps. Kibuyu smokes marijuana with his friends and steals money from unsuspecting passers-by. He is the ‘transitional character’ with whom the target audience is able to identify and empathise.

According to the developers of the programme, the different plots unfold gradually and social content on taboo subjects are introduced slowly, only making their way into a storyline after several months. This allows audiences to get to know the characters and engage with the drama of their lives before messaging is introduced.

Through formative research, the content of Twende na Wakati was tailored to the specific needs of Tanzania. The show’s effects on its audience were also regularly evaluated though monitoring research to ensure that the characters and story lines were having the intended effect.

Family Size, Family Planning Methods, HIV/AIDS

According to PCI-Media Impact, 82% of listeners said the serial had caused them to reduce risky sexual behaviours. Independent data showed a 153% rise in condom distribution in the first year of the show. Health clinic data reported that 41% of new users of contraceptives were influenced by the series.

Tanzania has an extremely high growth rate, and family planning is seen as a necessary initiative to prevent global population increases. Television has a very limited range in Tanzania, and therefore radio based communication is seen as the most effective means of reaching people.