USING OUR RESEARCH
The Nyakati Zinabadilika radio show was a different form from our normal portfolio as it was more local. It was climate-change orientated and focused on the possible, achievable agricultural responses. It was about crops and related social issues. We helped to set up and start the radio programme with three radio partners. Different versions were made – sometimes on the same topic but not always.
31% of the audience said they’d changed their behaviour because of the show, it was so high we didn’t quite believe it. The project was extended and this allowed us to dig into the findings more deeply to see why it was so successful.
We understood from our research that the stories were believable, that the audience trusted the contributor and importantly, that the topics were practical and not that complex to achieve.
“When you plant sunflowers do it X far apart” – this is not so hard. Its effectiveness was a combination of local, doable, socially uncomplicated activities and it was this that gave it the impact that it had. It showed that doable actions are more likely to be done more immediately and interpersonal communications adds huge value.
The impact from ‘behaviour change’ focused content can be high for relatively socially simple, practically doable actions even when they are explained on radio ‘only’. To be able to act on something technical that I only came into contact with on a live radio programme would be amazing! An alternative construction to a beehive is a very visual thing, but people were saying, ‘yes’ and that they went out and did it! We didn’t develop a module for contributors to think how best to describe the tasks using language only. The audience trust of our contributors, and the strength and clarity of their delivery were the principal factors in the programmes being so memorable.