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Media strategies and Media strategies and communication to communication to impact health and impact health and social change in social change in
AfricaAfrica
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Africa: a digital media new frontier
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“We could have saved the Earth but we were too damned cheap.”
Kurt Vonnegut
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2012: Health 2012: Health challenges in West challenges in West and Central Africaand Central Africa
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65% of the population is less than 25 years old
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1 girl out 4 is excised
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27 % of teenager girlsget pregnant before 18
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Less than 20% of adolescents have an accurate knowledge of HIV and AIDS
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Child mortality is 30 times higher than in the US
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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 mortalityAnd 30% of child mortality
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Receivers are changing…
…and their environment too
Citizens are today…
…more likely to think, remodel, negotiate, manipulate or refuse messages
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And countless messages come from multiple sources
Peers Radio
Mobile PhonesTelevision
Internet
NOISENOISE
NO
ISE
NO
ISENOIS
ENOISE
NOISE
NOISE
NOISE
NO
ISE
NO
ISE
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There is a need for a better, local, and relevant communication
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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
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Sunukaddu
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Lengoo Rek !
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« I hate television. I hate it as much as peanuts. But I can't stop eating peanuts. »
Orson Welles
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So what exactly is So 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
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“Life is the sum of all your choices”
Albert Camus
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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