Using Communications for Development BBC World Service Trust
Dec 07, 2014
Using Communications for Development
BBC World Service Trust
BBC World Service Trust
“Hello, hello… Testing, testing… 123”(Feedback!*)
Component 2 is a mass media campaign, though the work is not confined to mass media. Among the BBC WST outputs being produced are:• 105-part TV drama series• 90 TV and 200 radio advertisements• 15 provincial radio phone-in programmes every week
(north, central and south)• 6 documentary films• Interpersonal communications materials (for Components
1 and 3)• Journalism training• Print articles in newspapers and magazines• Website
Our work in Viet Nam – HIV/AIDS Prevention Among Youth Project – Component 2
Themes (Waves)
5 themes• VCT - 12 spots• Stigma and discrimination - 09• Condoms - 15• Talking about sex - 08• IDU - 06
• 50 spots in all; averages to 10 spots per theme• But themes will have more/less spots as per the utility of the medium in getting
messages across
HIV/AIDS Prevention Among Youth Project – Component 2
Component 2 partnersinclude:
• TV spots – IDS• TV Drama – VFC• Website – CIS • Radio phone-in – 15 provincial
radio stations
Media issues
Broadcast plan• Each theme will be broadcast 12 weeks during 18 months• 11 spots per day, spread out over 5 channels
VTV1, VTV2, VTV3, VTV6, VCTV1• Total no. of spots aired in 18 months - 5,328• Each spot aired 107 times
• We are still not clear about when the edited 30-second versions will be aired
• Beginning of July – a televised launch event in Hanoi to introduce the drama, music video, TV spots, and logo…
• Mid-July – TV spots go on air starting with the VCT wave
• Each wave (theme) lasts 3 months (12 weeks) with a week’s break between waves
The Launch
• The first batch of VCT spots were pre-tested in Hanoi and HCMC
• Sampling: 10 groups: CSWs, IDUs, Working youth, Students (University, Vocational school)
• Study: comprehension and recall of messages, suitability, appeal, targeting, preferences
• Interesting difference between the North and South audiences
• 7 changes were made as per the findings of the pre-testing
Pre-testing
Project logo and slogan
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VCT SpotsSplit Conscience
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VCT Spots :#1. Split Conscience
VCT SpotsWho’s the bravest?
VCT Spots :#1. Split Conscience
VCT SpotsWhisper - Man
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VCT Spots :#1. Split Conscience
VCT SpotsWhisper - Woman
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VCT Spots :#1. Split Conscience
VCT SpotsFlashback
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VCT Spots :#1. Split Conscience
VCT SpotsCrash
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VCT Spots :#1. Split Conscience
VCT SpotsBest Friends
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VCT Spots :#1. Split Conscience
VCT SpotsVideo Blog
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VCT Spots :#1. Split Conscience
VCT SpotsHoa Nhip Tim show - Man
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VCT Spots :#1. Split Conscience
VCT SpotsHoa Nhip Tim show - Woman
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VCT Spots :#1. Split Conscience
VCT SpotsLogo
VCT Spots :#1. Split Conscience
VCT SpotsJingle
Using Communications for Development