This document discusses strategies for using digital media and communication to promote health and social change in Africa. It notes several health challenges facing West and Central Africa, including high rates of child mortality, maternal mortality, early pregnancy, and lack of knowledge about HIV/AIDS. It argues that media receivers in Africa are changing and receiving messages from many sources. It proposes using an edutainment television series, radio adaptations, debates, advocacy, and online materials to discuss important issues and empower local communities to find their own solutions to health problems. The goal is to positively impact attitudes and knowledge through mainstream coverage across multiple channels and ongoing evaluation of impact.

1. Media strategies andMedia strategies and
communication tocommunication to
impact health and socialimpact health and social
change in Africachange in Africa

2. Africa: a digital media new frontier

4. “We could have saved the Earth but we
were too damned cheap.”
Kurt Vonnegut

5. 2012: Health challenges in2012: Health challenges in
West and Central AfricaWest and Central Africa

6. 65% of the population is
less than 25 years old

7. 1 girl out 4
is excised

8. 27 % of teenager girls
get pregnant before 18

9. Less than 20% of adolescents have an accurate
knowledge of HIV and AIDS

10. Child mortality is 30 times higher
than in the US

11. Less than 20% of women uses family planning
1 adolescent out of 5 is married
One child out of three works before 10
West and Central Africa 10% of
World population But 41% of maternal mortality
And 30% of child mortality

14. Receivers are changing…
…and their environment too
Citizens are today…
…more likely to think, remodel,
negotiate, manipulate or refuse messages

15. And countless messages come from
multiple sources
Peers Radio
Mobile PhonesTelevision
Internet
NOISE
NOISE
NOISE
NOISE
OISENOISE
NOISE
NOISE
NOISE
NOISE
NOISE

16. here is a need for a better, local,
nd relevant communication

17. We believe that if members of a community get organized…
They can identify their needs…
And improve the quality of life
Find their own solutions to their own problems…
« A stranger has big Eyes but sees nothing. »
African Proverb

20. Sunukaddu

27. Lengoo Rek !

29. « I hate television. I hate it as much as peanuts.
But I can't stop eating peanuts. »
Orson Welles

32. So what exactly isSo what exactly is
« C’est la vie ! »« C’est la vie ! »
• A series of 50 episodes of 24’
• Epilogues of 2’ in three pilot countries (counselling, call
for action, PSA, etc.)
• 3 radio adaptations (100 episodes of 12 minutes)
• Debates on Community radios
• Monitoring groups
• Professional meetings (empowerment, pro-activeness)
• Community communication
• Games, quizzes
• Mobile petitions
• Celebrity endorsement
• Advocacy
• Online material

33. “Life is the sum of all your
choices” Albert Camus

35. So what?So what?
•A tool
•Creating space for discussion
•Maistreaming issues on 40 TV channels
•Positively impacting image of health workers
•Advocating for political stand (towards acces to RH
information, quality of services, HR, etc.)
•Monitoring & Evaluation
•Building production capacities
•Ongoing process: gathering partners 4 a consortium

36. Alexandre Rideau
alexandre@ongraes.org
Thanks!