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Media strategies andMedia strategies and
communication tocommunication to
impact health and socialimpact health and social
change in Africachange in Africa
Africa: a digital media new frontier
“We could have saved the Earth but we 
were too damned cheap.” 
Kurt Vonnegut
2012: Health challenges in2012: Health challenges in
West and Central AfricaWest and Central Africa
65% of the population is
less than 25 years old
1 girl out 4
is excised
27 % of teenager girls
get pregnant before 18
Less than 20% of adolescents have an accurate
knowledge of HIV and AIDS
Child mortality is 30 times higher
than in the US
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
Receivers are changing…
…and their environment too
Citizens are today…
…more likely to think, remodel,
negotiate, manipulate or refuse messages
And countless messages come from
multiple sources
Peers Radio
Mobile PhonesTelevision
Internet
NOISE
NOISE
NOISE
NOISE
OISENOISE
NOISE
NOISE
NOISE
NOISE
NOISE
here is a need for a better, local,
nd relevant communication
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
Sunukaddu
Lengoo Rek !
« I hate television.  I hate it as much as peanuts. 
But I can't stop eating peanuts.  »
Orson Welles
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
“Life is the sum of all your
choices” Albert Camus
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
Alexandre Rideau
alexandre@ongraes.org
Thanks!

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Raes

  • 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
  • 3.
  • 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
  • 12.
  • 13.
  • 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
  • 18.
  • 19.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 28.
  • 29. « I hate television.  I hate it as much as peanuts.  But I can't stop eating peanuts.  » Orson Welles
  • 30.
  • 31.
  • 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
  • 34.
  • 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