Media
Media development action with informed and engaged societies
Media
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AIC Rural Communication Project

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This was a radio project which used two radio soap operas and two radio magazines to broadcast information on a range of development issues. There was a focus on reaching rural areas. The soap operas used entertainment-education to reach audiences, and the magazines were primarily focussed on information. Radio soap operas were called Ndinga Nacio (in Kimeru), and Tembea Na Majira (in Kiswahili), and radio magazines were called Mugi Ni Mwere (in Kimeru) and Sikizia Uerevuke (in Kiswahili).
Communication Strategies

Radio broadcasts of radio soap operas Ndinga Nacio (in Kimeru), and Tembea Na Majira (in Kiswahili), and radio magazines Mugi Ni Mwere (in Kimeru) and Sikizia Uerevuke (in Kiswahili).

Development Issues

Farming methods, animal husbandry, horticulture, social and gender issues (including alcoholism and female circumcision), family planning, health/medicine (including AIDS), hygiene, cookery.

Key Points

Spontaneous recall and application of knowledge from the programmes increased steadily among listeners since inception in 1993. It expanded from a minority language region to reach a greater number of Kenyans by broadcasting in Kiswahili.

Partners

Agriculture Information Center (AIC) is part of the Ministry of Agriculture of Kenya. Kenya Broadcasting Centre, Air-time sponsored by commercial companies, The Media Trust, UK government, East Africa Industries have so far ensured fully sponsored air-time.

Sources

Mary Myers Summary of: AIC Rural Communication Project, Kenya, 1998. Also:1) Steadman and Associations 1996, "Report for an Evaluation Survey on Agricultural Information Center (AIC) Rural Communication Project June-November 1996" Nairobi, Kenya. 2) Harford, N. 1995 "Report: Radio Research Findings AIC Rural Radio Project (Phase 2)" AERDD, University of Reading, UK and 3) Steadman and Associates, 1994 "Rural Radio Project: Report on Quantitative Survey June 1994" Nairobi, Kenya.