Media advocacy involves the strategic use of mass media to support public policy initiatives. Grounded in community advocacy, its goal is to promote effective and healthy public policies.
Recently, I conducted a workshop for the Malawian government focused on media advocacy, specifically addressing how to manage widespread cholera outbreaks in the country. This included developing the foundational strategies and frameworks for emphasizing the critical severity of the situation and ensuring swift citizen cooperation, even if enforcement measures became necessary.
Please download the PDF workshop document here for your own use, or book me for training sessions with your departments and pro-public relations team.
Call or WhatsApp: +27 72 643 5502 or mail info@chrisjordanmedia.net
To understand further what media advocacy looks like, here are some examples that the Malawian government could use to assist, and improve their project outcome KPI’s:
Media advocacy projects are powerful tools that governments can use to raise awareness, educate, and engage with the public. For the Malawian government, projects should focus on promoting national development goals, encouraging civic engagement, and addressing key societal issues. Here are some examples of media advocacy projects that can be effective:
- Public Health Awareness Campaigns
Project Example: “Moyo Wanga, Udindo Wanga” (My Life, My Responsibility)
o Objective: Promote awareness of public health issues such as HIV/AIDS prevention, malaria, maternal health, and COVID-19 vaccination.
o Media Tools: Radio dramas, television advertisements, community roadshows, social media campaigns, and partnerships with influencers.
o Approach: Collaborate with local radio stations to create storytelling programs, use testimonials from healthcare workers, and distribute informative videos on social media.
o Outcome: Increased public health knowledge, better community health practices, and greater participation in health programs. - Civic Engagement through Digital Platforms
• Project Example: “Tisinthe Luso” (Unleashing Talent)
o Objective: Encourage youth and citizens to engage in governance, democracy, and national decision-making processes.
o Media Tools: Social media campaigns (Facebook, WhatsApp), youth-led podcasts, YouTube series, and SMS platforms.
o Approach: Develop a mobile app or platform where citizens can voice concerns, ask questions, and share ideas about governance. Use youth-centered content creators and influencers to raise awareness.
o Outcome: Enhanced civic participation, better government-citizen communication, and youth engagement in political processes. - Education and Skills Development Campaign
• Project Example: “Maphunziro Patsogolo” (Education for the Future)
o Objective: Promote educational reforms, support remote learning, and encourage technical and vocational training.
o Media Tools: Radio and TV programs, e-learning platforms, podcasts, and SMS learning tools.
o Approach: Produce educational content that can be broadcast via radio for remote learners. Develop online platforms for vocational skills training and partner with universities for distance education content.
o Outcome: Increased access to education, especially in rural areas, and improved technical and vocational skills development. - Agricultural Transformation through Media
• Project Example: “Kuwala kwa Chuma” (The Light of Prosperity)
o Objective: Promote sustainable agriculture, new farming technologies, and market linkages.
o Media Tools: Documentaries, agricultural radio shows, SMS-based farming tips, and YouTube videos on modern techniques.
o Approach: Partner with agricultural extension officers to develop educational radio segments and television documentaries showing success stories. Use SMS alerts to send farmers tips and weather updates.
o Outcome: Empowered farmers with knowledge of sustainable practices, improved yields, and better access to markets. - Tourism Promotion Campaign
• Project Example: “Discover Malawi”
o Objective: Promote Malawi’s tourism potential by showcasing its natural beauty, wildlife, and cultural heritage.
o Media Tools: Instagram campaigns, travel documentaries, vlogs, and immersive 360-degree videos.
o Approach: Use Instagram and YouTube to attract international audiences, working with travel influencers to document their visits to Malawi’s lakes, mountains, and parks. Produce VR content that showcases Malawi’s most scenic spots.
o Outcome: Increased international tourism and local economic growth through tourism investments. - Environmental Conservation Advocacy
• Project Example: “Chilengedwe Chathu” (Our Environment)
o Objective: Promote awareness and action for environmental conservation, reforestation, and climate change mitigation.
o Media Tools: Environmental documentaries, social media challenges (tree-planting challenges), school outreach programs, and community radio.
o Approach: Create short films about the effects of deforestation and climate change in Malawi. Launch a social media challenge to encourage tree planting, where participants post photos of their planting activities.
o Outcome: Increased public participation in environmental conservation efforts, and a boost in community-led climate action. - Youth Empowerment through Entrepreneurship
• Project Example: “Mabizinesi a Mphamvu” (Powerful Businesses)
o Objective: Encourage young entrepreneurs to start businesses and build a culture of innovation.
o Media Tools: Reality TV shows, entrepreneurship competitions, podcasts, and business magazines.
o Approach: Develop a reality TV competition where young entrepreneurs pitch their business ideas to a panel of experts, similar to Shark Tank. Use a podcast series to highlight success stories of Malawian entrepreneurs.
o Outcome: Stimulated entrepreneurship, job creation, and youth empowerment.
By leveraging a combination of traditional media (radio, TV) and new media (social media, podcasts, SMS platforms), the Malawian government can effectively reach different demographic groups, foster greater public engagement, and promote national development initiatives.
Addressing a cholera crisis requires impactful media advocacy projects that focus on raising awareness, educating communities, promoting hygiene practices, and encouraging swift action. Here are several strategic media advocacy projects that the Malawian government can implement to address cholera effectively:
- “Zikachitika” (When It Happens): Cholera Early Warning and Prevention Campaign
• Objective: Educate the public about cholera prevention, early symptoms, and immediate actions to take when an outbreak occurs.
• Media Tools: Radio, SMS alerts, social media, and posters.
• Approach:
o Partner with radio stations to run public service announcements (PSAs) in local languages that inform communities about the signs of cholera, how to prevent it, and where to get treatment.
o Use SMS platforms to send emergency alerts and reminders about cholera outbreaks, hygiene tips, and the location of health centers.
o On social media, create infographics and short educational videos explaining safe water usage, food hygiene, and sanitation practices.
• Outcome: Early detection and prevention of cholera outbreaks, increased public knowledge of prevention measures, and higher participation in treatment programs. - “Tiyeni Tisamalire” (Let’s Take Care): Hygiene and Sanitation Media Campaign
• Objective: Promote handwashing, safe water usage, and proper sanitation practices to prevent the spread of cholera.
• Media Tools: TV commercials, community radio, social media campaigns, billboards, and posters.
• Approach:
o Launch a nationwide TV and radio campaign featuring popular local figures who demonstrate proper handwashing techniques, safe water storage, and how to build simple handwashing stations.
o Use billboards in high-traffic areas with easy-to-understand illustrations of cholera prevention tips, especially in vulnerable areas like markets and public transport hubs.
o Create a social media challenge encouraging people to post videos of themselves practicing proper hand hygiene, using the hashtag #Tisamalire.
• Outcome: Better community hygiene practices, reduced transmission of cholera, and heightened public awareness about waterborne diseases. - “Mvula Yathera” (After the Rain): Water and Sanitation Infrastructure Awareness
• Objective: Advocate for improved water, sanitation, and hygiene (WASH) infrastructure, especially in rural and vulnerable communities.
• Media Tools: Documentaries, radio talk shows, newspaper articles, and advocacy campaigns.
• Approach:
o Create a series of short documentaries highlighting the challenges communities face due to poor sanitation and access to clean water, with stories of how simple infrastructure improvements (such as boreholes and latrines) have made a difference.
o Host radio talk shows with government officials, NGOs, and community leaders discussing the importance of improving WASH infrastructure to prevent cholera and other waterborne diseases.
o Publish articles in national newspapers and on websites advocating for better investment in WASH, using data and community testimonials to support the need for action.
• Outcome: Increased government and donor attention on WASH infrastructure, improved water access, and a reduction in cholera outbreaks due to better sanitation. - “Pofikira Madzi” (Water Points): Mapping Safe Water Sources and Public Awareness
• Objective: Create awareness of safe water sources and encourage their use during cholera outbreaks.
• Media Tools: Interactive maps, mobile apps, radio announcements, and social media.
• Approach:
o Develop an interactive map or mobile app that shows safe water points and public toilets in affected areas. This can be updated in real-time by community leaders and shared through social media platforms and SMS notifications.
o Broadcast on local radio stations to inform people about the location of these water points and sanitation facilities.
o Run a parallel social media campaign highlighting the importance of using safe water sources and the dangers of consuming contaminated water during an outbreak.
• Outcome: Reduced reliance on contaminated water sources, better public knowledge of safe water access points, and minimized cholera transmission. - “Tithandizane” (Let’s Help Each Other): Community-Based Monitoring and Reporting
• Objective: Mobilize communities to monitor and report cholera cases, unsanitary conditions, and water contamination issues.
• Media Tools: SMS reporting platforms, radio call-in shows, community forums, and social media.
• Approach:
– Implement a mobile SMS-based reporting system where community members can report unsanitary conditions, suspected cholera cases, and water issues. Provide incentives for reporting in collaboration with local authorities.
– Host weekly radio call-in shows where community members can voice concerns about cholera outbreaks and sanitation challenges, with health officials offering advice and action plans.
o Establish local forums where community health workers, NGOs, and residents can discuss issues and collaborate on solutions.
• Outcome: Improved monitoring of cholera hotspots, quicker response times for health interventions, and stronger community involvement in preventing cholera outbreaks - “Zonse za Cholera” (All About Cholera): Educational Multimedia Package for Schools
• Objective: Educate schoolchildren and young adults about cholera prevention and the importance of hygiene through engaging content.
• Media Tools: Educational radio shows, animated videos, posters, and social media.
• Approach:
o Produce a series of animated videos or radio shows aimed at schoolchildren, explaining cholera in simple, relatable terms with characters they can identify with.
o Distribute posters and flyers with cholera prevention tips to schools and youth centers, focusing on handwashing, clean water usage, and sanitation.
o Launch a social media campaign where schoolchildren can participate in fun hygiene challenges and share their cholera prevention projects online.
• Outcome: Greater awareness among children and young adults about cholera prevention, better hygiene practices in schools, and reduced spread of cholera in the school environment. - “Nthawi Yathu” (Our Time): Cholera Vaccination Drive
• Objective: Promote cholera vaccination in affected communities and high-risk areas.
• Media Tools: Mobile outreach, social media, radio, and community theater.
• Approach:
o Use radio programs and social media platforms to spread awareness about cholera vaccination campaigns, addressing myths and misconceptions while providing accurate information about where and when vaccinations will take place.
o Employ community health workers and mobile units to bring vaccination services directly to communities, announcing their presence via radio and local community leaders.
o Use community theater to dramatize the benefits of vaccination in a way that resonates with rural and semi-urban populations.
• Outcome: Higher vaccination rates, decreased cholera susceptibility in high-risk areas, and greater public trust in vaccination efforts. - “Gwirani Nchito” (Take Action): National Cleanliness Day
• Objective: Mobilize the country for a one-day event focused on cleaning public spaces, promoting hygiene, and raising awareness about cholera prevention.
• Media Tools: National television, radio, social media, and local newspapers.
• Approach:
o Designate a National Cleanliness Day, where every citizen is encouraged to participate in cleaning their communities (markets, water points, public latrines, etc.).
o Broadcast the event live on national TV and radio, with coverage of different regions and interviews with local leaders and health officials explaining the importance of cleanliness in cholera prevention.
o Launch a social media campaign encouraging citizens to post before-and-after photos of their cleanup efforts using a unified hashtag (e.g., #GwiraniNchito).
• Outcome: Immediate impact on public spaces’ cleanliness, increased awareness of the importance of hygiene, and community-led efforts in preventing cholera.
By using a mix of media platforms—radio, TV, social media, SMS, and local engagement—the Malawian government can educate the public, promote good hygiene practices, and reduce the impact of cholera outbreaks across the country.