Transcript Document

Media as socially responsible business
•
Two ways of measuring the media’s
CSR performance:
1. Reporting / Output (coverage of CSR)
2. Non-reporting initiatives
The BBC as a socially responsible business
•
•
•
•
•
Editorial Policy
Marketing / Audience Research
Feedback
BBC Outreach
BBC World Service Trust
The BBC World Service Trust
Using communications for development
•
Charity established by BBC in 1999 to use media and communications to reduce
poverty and promote human rights, thereby enabling people to build better lives.
•
Strong emphasis on research and impact evaluation
•
Reaches potential audiences of 163 million through BBC World Service and 85 million
through BBC World TV in 33 different languages. Greater scale through national and
local media partners
•
Working in 40 countries worldwide - Africa, Asia, Middle East, FSU and Europe
•
Access to skilled BBC staff, transferring broadcasting expertise globally in TV, Radio
and Online Production with development focus.
•
£17m income for 2006/7. DFID, EU, Dutch, Swiss, Norwegians, UN Agencies and
Foundations.
The role of the media in development
• What is the role of the media in stimulating national
debate and creating a demand for change?
• How can media form part of national information
strategies? (provide communities with health,
livelihoods and education)
• How should the media in developing countries be
strengthened to enable it to play a more effective
role?
The BBC World Service Trust
Using communications for development
Work focused around 5 key themes:
• Health
• Governance
• Humanitarian Response
• Environment
• Learning for Livelihoods
Arriving a Governance Strategy
STEP 1: Define “Good Governance”
EU categories: Effective/Difficult/PostConflict
USAID: Governance = Parliamentary
democracy
DFID: Transparent, Accountable, Effective
&Participatory
Arriving a Governance Strategy
STEP 2
• Identifying where media can make a
difference
• Defining direct and indirect goals for
WST Governance and HR work
WST Governance DIRECT GOALS
• Transparency. Freedom of information,
clarity and openness in decision-making
• Participation. Freedom of association,
ability to voice views/participate in
electoral process
• Accountability. Power to question
public authorities.
WST Governance INDIRECT GOALS
• Peace. Conflict resolution, peace building,
social cohesion; democratic transfers of
power
• Fairness. Rule of law, equal rights and
treatment for all
• Human Rights. Respect for civil, political,
social and economic rights
• Government effectiveness. Freedom from
corruption, use of resources in the public
interest.
Arriving a Governance Strategy
STEP 3 – Evaluating Context
Trawling through indicators – TI, FH, ODI, USAID, etc etc
WB aggregates multiple indices under:
Voice and Accountability
Political stability
Government effectiveness
Regulatory Quality
Rule of Law
Control of Corruption
Using WB Indicators
•
•
•
•
Totalled
Discarded high scorers
Doubled Voice & Accountability
Used V&A and Political Stability to assess
two categories:
– Conflict
– Closed
=> WST Governance Indicators
Arriving a Governance Strategy
STEP 4 – Identifying the Governance
Continuum
Conflict
Transitional
Closed
Stable
Intervention Level
Arriving a Governance Strategy
STEP 5 – Defining Methods, Tools and Sub
Goals for each Context:
Conflict
Stable
Transitional
Closed
• Participation key to all Governance work
• Working at different levels of intervention
Examples of WST Governance Work
CONFLICT
Some aspects of Darfur
TRANSITIONAL
Transitional Justice
Sierra Leone Elections
Extractive Industries
Bangladesh Sanglap
STABLE
Nigeria BM/Voices
CLOSED
Iran
WST Governance Project: Iran Media
Funded by the Dutch Government
January 2006 – December 2007
The achievements of the Iran Media project
– Training more than 150 journalists and
aspiring journalists through
• Face to face training
• iLearn (online learning courses) in Persian
– Launching a multimedia community website
– Broadcasting a live weekly radio discussion
programme
Bojnurd
Mashhad
Sari
Rasht
Babol
Mahabad
Karaj
Gorgan
Tehran
Qom
Birjand
Kashan
Khorramabad
Esfahan
Masjed Soleyman
Kerman
Zahedan
Ahvaz
Shiraz
Sirjan
Bushehr
Bandar Abbas
Where our trainees come from…
Face to face training in Istanbul 2006
Using iLearn
Interactive online journalism training…and all the
things that enable it, including:
• Training expertise
• Training material (including basic journalism, ethics, radio, TV,
online, health reporting, reporting conflict, environmental journalism)
• A CMS (Content Management System) www.i-learn.co.uk/cms
• Websites e.g. www.i-learn.co.uk
• A discussion forum for trainees
Learning modules in iLearn
An interactive questionnaire
Zigzag Online Magazine
• Workshop: a virtual newsroom for
trainees
• Participation: promoting general
discussions
• Media awareness: engaging the
audience in media related topics
Virtual Newsroom
–
–
Draft Stories
–
Trainees Feedback
–
News Ideas
–
Public Feedback
–
Publication
Trainers Feedback
Moving up the ladder
Editors
Contributors
Trainees
Registered Users
General Users
The project after seven months…
• 500,000 visits on the website
• 275,000 unique visitors
• 1,500,000 page impressions (not including visitors on BBC
Persian website)
• 30,000 average visits of Zigzag articles on BBC Persian website
• 2000 registered users
• 2650 posts in discussion forums
Impact of the project
•
•
•
•
•
•
•
Trainees with improved media skills have been recruited by national
news organizations
Ideas have been picked up by other Persian media outlets
Stories have been republished or rebroadcast by Iranian print media
and Persian broadcasters around the world
Participants have a more critical approach towards media and
journalistic output
Trainees have shared the learning material with their fellow journalists
in local media
Some trainees have taken up editorial roles on the Zigzag website and
radio show
Formation of a virtual community of young media professionals
Research and Learning department of the BBC World Service Trust is
conducting an intensive audience study and impact research for the project
Health
What we do
•
The Trust works within five specific fields to improve health in
developing and transitional contexts:
1.
2.
3.
4.
5.
•
•
Maternal and child health
HIV and AIDS
Sexual and reproductive health
Infectious diseases (for example malaria, TB, trachoma)
Psychosocial health (e.g. mental health, gender-based violence,
substance abuse)
Key causes of morbidity and mortality
In line with Millennium Development Goals
Health objectives
The Trust’s health projects aim to:
• Foster health-seeking attitudes and behaviours by increasing knowledge,
discussion, debate, and life skills.
• Encourage the creation and use of appropriate health resources by
increasing demand for products and services and informing community action
to meet this demand.
• Generate health-enabling environments - changing social norms (e.g.
reducing stigma), and improving skills (e.g. of health workers, NGOs, and
government agencies).
Cambodia - Maternal and Child Health
Knowledge about breastfeeding
immediately after birth increased
from 38% to 67%.
Those washing hands to avoid
diarrhoea increased from 10% to
25%.
Impact
MCH Cambodia





Parents washing hands to avoid diarrhoea increased from 10% to 25%.
Knowledge about breastfeeding immediately after birth increased from
38% to 67%.
Awareness of Acute Respiratory Infections increased 20% to 80%.
Parents taking child with ARI to a health centre increased from 51% to
70%.
Parents having a child with an ARI in the past 14 days reduced from 30%
to 16%.
Formats - spots
Approach – Theoretical Foundations
•Early Communications for Development Approaches
– Behaviour Change Communications
– Social Marketing
– Entertainment – Education
• Critiques of these approaches
– Dependency Theory
– Participatory Theory and Approaches
– Media Advocacy
– Social Mobilisation
Trust merges approaches:
media (mass audience) and development (participatory, beneficiary based)
WST Approach
1. Identifying need (pre-proposal)
– Millennium Development indicators
– International initiatives: WHO, UNAIDS, Roll-back Malaria
– Government strategies
2. Setting clear objectives (proposal stage)
– Organised around Knowledge, Attitudes, Practices
– Specific target audiences
– Realistic about changes a media project alone can achieve
– Sign-off with relevant government bodies: MoH, NACC etc...and
donor!
WST Approach
3. Engaging audiences
–
High-quality production
–
Distinctive and innovative content
–
Entertaining
–
Different formats for different objective
4. Locally-driven production
–
Understanding audience needs – formative research
–
Cultural awareness and engagement
–
Production in local languages
–
Peer-to-peer partnerships with broadcasters
–
Capacity building should be key element of health projects
Engaging at multiple levels
Population Level
• Improving knowledge about how to prevent HIV transmission.
• Increasing number of people being test for HIV
Practitioner Level
• Health sector: encouraging health workers not to stigmatize people living with HIV and
AIDS
• NGO and media sector: increase health communication skills
Organisation Level
• Encouraging greater commitment to health programming among public service
broadcasters
Policy / Systems Level
• Potential for advocacy work?
• Potential to lobby for increased commitment to health programming within
broadcasting sector?
Messaging: Barriers and Facilitators
Extensive research into barriers and facilitators to desired behaviour change.
What makes it difficult to change?
• Psychological: fear, low self-efficacy
• Financial
• Access (lack of goods, clinics)
• Lack of information or familiarity
What makes it easier to change?
• Perceived benefits
• Support, encouragement
• Services available in area
• Alternatives (prevention, treatment)
• Information, role models, etc.
Messaging Briefs
What’s the
issue?
What’s the
objective?
Who is the
target
audience?
What information does the target audience
need?
Knowledge
Attitude
Behaviour
What are
possible
vehicles?
Message brief – Cambodia