Health Programming and Community-based Radio Stations in Sub-saharan Africa: An Example from Zambia
John J. Lawrence · D-Scholarship@Pitt (University of Pittsburgh) · 2012
A community-based radio station has potential for significant positive impact on the health of a community by providing important information about health to its listenership. This influence is particularly important in rural areas of low and middle-income countries where such stations serve as the only practical form of communication. This study looks at the impact of the health messaging from Namwianga Radio, a community-based radio station in rural Zambia, on its listenership. The researcher sought to determine (1) if the radio station could serve as an effective means of communication in the region, (2) the extent to which the station has influence over the listenership, (3) specific health topics that listeners could recall from the broadcasts, and (4) what ways could the station better serve the health communication needs of the community. To answer these questions, a mixed methods survey was utilized. Participants (n=103) were interviewed orally about basic radio listening habits and health behaviors as well as channels through which they received health information. Participants were also given an opportunity to give qualitative feedback on the health messaging of the radio station. The findings suggest that Namwianga Radio is an important communication tool in the Southern Province of Zambia. Most of the respondents (68%) reported listening to the radio for “more than three hours every day.” Furthermore, over half of the participants reported getting their health information from Namwianga Radio. The station also has serves as an important influence in the community. All participants said that they trusted the radio station, and 85.2% reported specific health behavior change. Participants also had high recall of health topics. This project has significant public health implications as it shows that community-based radio stations have potential to improve the overall health of a community. It also suggests that such community-based radio stations might be effective tools for communicating health messages in rural areas with hard-to-reach populations in other parts of Sub-Saharan Africa.