Spots - Roll Back Malaria

OVERVIEWWHEN ARE RADIO SPOTS NOT USEFUL?Radio is not the solution to all health communication problems. Be sure to use radiofor its advantages, but do not use radio for purposes for which it is not useful, suchas:• Small audiences: Do not use radio in areas where people do not listen to theradio or where families do not have radios. See Step One for more information onhow to gather listener data.• Lack of services: Do not use radio announcements or spots to create demand forthings that are not available.For example, do not use radio to promote insecticide-treated bed nets in areaswhere they are not sold or to encourage intermittent preventive treatment (IPT)where clinics are not prepared to provide it or are constantly out of stock.• Teaching skills: Radio can explain skills or model others trying new skills. Butcomplex skills that require many steps or practice cannot be taught using theradio. Radio alone is usually not enough for an audience to learn the differencebetween less hot and very hot (urgent) fever or to learn how to properly mix theinsecticide solution for a mosquito net and treat the net at exactly the right time.ADAPTING OR CREATING ORIGINAL SPOTS AT THE SUB-NATIONAL LEVELSpot On presents the entire process for adapting existing radio spots to local needsor creating original spots. Adaptation can be as simple as translating an existing spotinto the local language, adjusting a few cultural beliefs or practices, using locallyspecific statistics, using a different announcer and local accents, or adding differentsounds and/or music. On the other hand, adaptation can mean modifying the spotmore significantly because things are done differently in the area you want to reach,people in the area do not say those kinds of things, there are no nearby healthcenters, or the spot would be more effective with a different approach, such as adialogue rather than a monologue.Whether adapting or creating original radio spots, working at the district, local orother sub-national level offers distinct challenges and advantages when compared toworking at the central or national level. Challenges may include fewer resources(both financial and human); also personnel may be less experienced at developingand producing effective spots. In addition, topics or objectives may be preset at thenational level. But, on the plus side, the intended geographic area often shares aculture and spoken language which can make it easier to focus your message. Also,production and broadcast costs are usually lower. And since there are often fewerstations for people to choose from, the audience can often be reached using onlyone station.Spot On Malaria: Guide5