Local Resource Mobilisation Through the Media

Summary of an article based on the Case Study of IPP Media in Tanzania, presented by Ruta Mutakyahwa at the 11th Eastern Africa Regional Fundraising Workshop.

The Independent Television company (ITV), a member of the IPP Media Group, visited various regions in the country, collecting and documenting information on the HIV/AIDS situation and its effects on the affected population. The programme targeted HIV/AIDS affected people including the infected, AIDS orphans and their caretakers.

The results of the study were then made into a series of TV programmes that were shown on ITV. The name of the TV programme is Ukimwi Ni Huu and aimed to create awareness among government authorities at various levels, non-governmental organisations (NGOs) and the society of the gravity of HIV/AIDS problem in Tanzania.

The project aims to sensitise Tanzanians to feel obligated to provide necessary care and support to the unfortunate and disadvantaged fellow citizens and also to arouse and stimulate positive public response to those affected by HIV/AIDS.

“The project was not without challenges. Some people thought that there was a political agenda behind this programme particularly given that the 2005 General Elections were around the corner. Many people living in the rural areas had not received significant assistance from various groups who had all visited the area before. The TV crews also had their own challenge of convincing victims of their role in the project, i.e. mobilising Tanzanians, TACAIDS and the government to fully understand their living conditions to take positive action.

Lessons learned from the study included:

• People living in urban environments tend to be unaware of the gravity of the problems rural people face.
• People are ready to respond positively if well informed about certain issues or areas of concern.
• A television programme is the best way to deliver messages effectively - seeing is believing.
• A TV programme can be a powerful way of promoting one's cause or raising resources - but can be expensive. It can be extremely successful in raising resources at the time of disaster or when an issue has hit the headlines. The information will reach people at a time when you know that something needs to be done - and you are offering them a way of helping.
• Assistance, however small, gives a big relief to the one in a desperate situation.
• There are untapped local sources that can contribute to the improvement of people's living conditions.”