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Evaluation database

Evaluation report

2005 Eswatini: Ngoba Likusasa Ngelami' Youth Campaign, 'Noma Kunje Litsemba lisekhona' radio programme And Super Buddies Magazine: Evaluation report 2005



Author: UNICEF/NERCHA

Executive summary

Background:

Litsemba Lisekhona is a radio programme supported by UNICEF to disseminate correct information about HIV and AIDS and give hope to those infected and affected by HIV and AIDS. This programme runs in the SiSwati channel of the Swaziland Broadcasting and Information Service on Tuesday after the 7 o’clock news. It has been running for more than two years now and an assessment to determine its usefulness has not been done.

Super Buddies is a magazine that disseminates information to the youth. It is designed in a way that is friendly to the youth and UNICEF has been supporting it. There is need to establish its reach and the attitude of the youth towards it.
 
The aim of the campaign was to help the youth to change behavior around risky sexual behavior by emphasizing that they hold the power to do so in their own hands.  The objectives of the survey were to; determine the reach of campaign, establish how messages are interpreted, establish how messages take effected on behaviour, and establish how to improve campaign.

Purpose/Objective:

Since the campaign is in progress, survey was guided by the following Objectives.

1. What was the reach of the campaign/the radio programme/magazine?
2. How does the target audience interpret the messages /what are the perceptions of the target audience about the messages?
3. What did the target audience do about the message?
4. What effects did it have on the attitudes of the target group?
5. What could have been done differently to improve the campaign/programme/magazine?
6. Did the campaign go as planned [was it flighted on timeously}?

Methodology:

Rapid assessment was done among the youth in and out of schools and adults. Two tinkhundla per region were randomly selected, which mean 8 tinkhundla were included in the study. Five chiefdoms were selected in each inkhundla yielding a total of 40 chiefdoms participating in the assessment. In each community 5 adult males, 5 adult females, 10 male youth and 10 female youth were interviewed meaning that 30 respondents were interviewed in each community bringing the desired sample size to 1200 respondents. It is imperative that the assessment purposively targets the urban population so as to understand the
differentials between urban and rural populations. A total of 120 respondents were picked from four towns (30 in each town) and this brought the total number of people to be interviewed to 1320. Out of this desired sample size a total of 1137 respondents were interviewed mainly due to refusals. One day training for the research assistants and piloting of the questionnaire was done and data was collected within five days. Data was processed, cleaned and analyzed using SPSS.

Findings and Conclusions:

Respondents were asked if they have heard about the radio programme “Noma kunje lisekhona litsemba” and 72% of them have heard of the programme. They were further asked if they have ever listened to the programme where 78% reported to have listened to the programme. Regarding how frequent they listened to the programme 82.2% said they sometimes listen to the programme whilst 17.8% always listen to the programme.

To ascertain whether respondents really knew what the programme was about, 94.5% displayed knowledge as they reported that the programme was about HIV and AIDS. About 27% correctly identified the presenter of the programme whilst 53.2 only knew that it was a female presenter. Respondents were further asked to rate presenter where almost half thought that they presenter was excellent, 45.1% said she was good and 8% had no opinion.

Almost three quarters (72.1%) of the respondents correctly identified the two times when the programme is aired. When asked about which slot they listen to, 43.3% indicated that it was convenient for them to listen to the repeat on Saturday mid day and 35% listen to the programme on Tuesday evening.  When asked which day they would prefer to listen to the radio programme, a majority (40%) of respondents suggested that Saturday is a good day for airing the programme since most of them would be home whilst 30% suggested that the same times be retained.

The programme covered a wide range of topics and respondents were asked which topics they liked best.  Radio drama was the best thing they liked about the programme and 65.3% identified the main character in the drama. The main thrust of the radio drama was to motivate people to seek HIV testing and through this radio drama, 24.1% confirmed that they have learnt about the importance of HIV testing. Topics they liked best were HIV testing (10%), basic fact about HIV and AIDS (15.1%), Positive living (7.6%) and caring for the sick (4.5%) and 8.8% said they liked all the topics.

It is apparent from the results of the survey that the programme has increased listeners’ basic knowledge about HIV and AIDS as 61.3% reported to have gained this kind of information, 19.4% have learnt about positive living and 17.5% have learnt about the importance of testing. Respondents were asked to indicate how they have used the information they gained through the programme.

When asked on how they have used the information gained through the programme, 49.4% reported to have done nothing. However, word of mouth appears to have been instrumental in passing on information to other people as 19.7% of respondents said they shared the information with colleagues and relatives, 17% changed life style (condom usage and sticking to one partner), 4.9% practiced abstinence and 4.6% went for HIV testing.

Suggestions for improvement
On how the programme could be improved respondents (27.9%) suggested that more time be allocated for the programme either by extending airing time or be aired on more that the current two days. Some respondents (11.5%) suggested that the drama should be taken to Tinkhundla, communities and schools, 10.8% that more radio drama on HIV and AIDS should be aired and 3.1% suggested that the drama
be flighted on TV and more young people should included in the drama, respectively.

Super buddies’ magazine
The Super buddies’ magazine was not widely known as only 6.7% reported to have seen the magazine. The major constraints relate to the distribution and the cost attached as 24.5% suggested that it should be available in all places and 18.4% suggested that the magazine should be available for free.

Recommendations:

UNICEF needs to continue supporting the radio programme “Noma kunje litsemba lisekhona” as it has a wide listenership. 

The use of drama seems to have worked as a large number of people want the drama to be continued.

The drama also needs to be taken to communities and schools.

More time needs to be allocated to the programme

Super Buddies magazine should be distributed widely especially to rural areas at a reasonable fee.



Full report in PDF

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Report information

Year:
2005

Country:
Swaziland

Region:
ESARO

Theme:
Advocacy and Communication

Type:
Evaluation

Partners:
NERCHA

Language:
English

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