大象传媒

Amid extreme and worsening weather patterns, including severe drought followed by torrential rains and flooding, farmers and herders are in need of support to understand these changes and how they can adapt their lives and livelihoods. Yet radio station presenters and journalists found it hard to understand scientists鈥� explanations of weather and climate change, so their listeners were not getting the information they needed.

To bridge this gap and support media stations to convey crucial information from the experts to communities in an understandable, practical way, 大象传媒 Media Action partnered with five radio stations in the arid and semi-arid counties of Northern Kenya. Over a period of 15 months, we provided the journalists with editorial and technical support to produce relevant, accurate, culturally sensitive radio content with a focus on water scarcity, food insecurity and climatic adaptation issues.

All the partner radio stations had at least one dedicated weekly programme where content was broadcast in Swahili and the local languages.

How we did it 

We started by conducting formative research, to better understand what media rural communities have access to, and their knowledge of and attitudes around climate change and weather forecasting. Based on this research, we donated equipment and provided remote and on-the-job mentoring and training to journalists and broadcasters.

Our training covered how to use of a creative brief to plan programmes, how to identify a good story, scripting, painting with sounds, producing balanced content and managing interviews, and technical support for use and repair of equipment.

We also worked with them to foster stronger and more productive relationships with scientists and Meteorological Office officials, to enhance their reporting on weather and climate issues.

Most of the journalists who participated said they gained a better understanding of how media works, and are more confident conducting interviews.

In April 2021, the partner stations began broadcasting weekly radio content addressing issues related to water scarcity, food insecurity, and climate adaptation for rural communities.

As a result of the strengthened partnerships between scientists and journalists, the stations were able to produce well balanced, interesting radio programmes with accurate weather and climate information.

Listeners learned how to use water harvesting systems, when they could re-use water and how to treat water, allowing them to save time and money along with securing a more regular supply of water for their families and livestock.

And, with a better understanding of the importance of weather forecasts, listeners were better able to prepare and manage risks associated with bad weather.

In November 2021, 大象传媒 Media Action received additional funding from Bristol University to produce radio content particularly focused on women. We supported the stations in producing a five episode radio drama series and held regular listener groups. We purchased 80 solar powered radios which were distributed to women and other listeners of the programmes through radio competitions.

The radio programmes supported women with new techniques to ease some of their everyday burdens. Men were also encouraged to be more supportive of their wives and other women in their families.

In follow-up research, we found that many listeners had benefitted from advice they'd heard on the radio programmes: women in particular said they had more cash, as a result of reduced expenses or additional income, to spend on their families, and were healthier from being able to eat vegetables grown in a kitchen garden, as well as clean drinking water and better hygiene. Many listeners said this has made 鈥榣ife easier for them鈥�, 鈥榠mproved their lives鈥�, and has made them and their families feel 鈥榞ood鈥�, 鈥榟appier鈥� and 鈥榤ore content鈥�.

Despite enthusiasm, some listeners said they still face challenges including poverty and a lack of support from authorities which prevent them from acting on the advice.

Learnings and future recommendations

Our final research found that both journalists and experts reported that they would continue using the production and editorial knowledge and skills they learned from 大象传媒 Media Action, even as lack of funding and insecurity in some areas of the country cause concern about their ability to work effectively. And audiences were very positive about the changes they鈥檇 made, as they were able to stem their losses.

With additional funding we were able to expand our work into Somalia. We translated our online course on climate change reporting into Somali and supported the first cohort of local Somali journalists to complete the course with online mentoring.

Learn more about Down2Earth Somalia here.

Project information