Advocacy Case Study
In
December 2011, six media houses declared their firm support to family planning
efforts. The committed from a predominantly private media houses is significant
in terms of strengthening and expanding coverage of family planning issues as
part of promoting policy dialogue and public education on the issues. The media
houses namely;- Mwananchi Communications Ltd, New Habari (2006) Ltd., Tanzania
Standard Newspapers and the Guardian Limited in print media while in electronic
media were Sahara Communications Limited and Tanzania Broadcasting. Those are among
the major media houses in the country with broad geographical reach, broad
readership and listenership countrywide. All the six media houses committed to
allocate space and air time as well to appoint two journalists in each institution
to be focal persons for FP news coverage.
Background – Engaging
the Media, an opportunity for sustaining advocacy
Historically,
Tanzania’s mass media have been integral in promoting development through
public education, leadership sensitization and mass mobilization. The mass
media, especially radio and television has been the main source of information
including that on family planning.
The DHS has shown that about 50% of women and 61% of men in the reproductive
age (15-49) get family planning information and messages from radio, while
television is the source of this kind of information to 19% women and 32% men.
Media’s role in disseminating family planning information offers a great
opportunity to engage leaders and the public in general in dialogue on
pertinent issues around family planning services. These may range from access
to contraceptives, method choice, and resources for improved family planning,
to policy issues critical in creating enabling environment for service
delivery. Therefore as agents of change, mass media’s participation in
strengthening family planning advocacy is critical in Tanzania’s setting, and
their contribution is undoubtedly invaluable. The fact that 95% of media houses
are privately-owned makes their commitment to the family planning agenda a
remarkable gesture that ought to be acknowledged.
The Strategy – Working
with media structures to move the FP agenda
The Approach
The
Association of Journalists Against AIDS in Tanzania (AJAAT) is one of the
implementing partners of the Advance Family Planning (AFP) project in Tanzania
that works with a number of local NGOs that formed the FP Coalition in November
2010. AFP’s lead partner – the Human Development Trust (HDT) coordinates the
coalition with 11 member organisations including AJAAT. Using the Spitfire
approach, AJAAT identified key media houses that are likely to support family
planning, conducted a rapid assessment of media houses’ interest in FP issues,
developed a policy brief on the significance of supporting these issues and
shared results as part of soliciting media support to FP.
Key Activities: Soliciting Media Commitment to FP
The
Association of Journalists Against AIDS in Tanzania (AJAAT)
is one of the implementing partners of Advance Family Planning (AFP) Project in
Tanzania. Between July and December 2011, AJAAT conducted four activities
namely; an Assessment of Media House’s Interest in Supporting Family Planning
Services in Tanzania, One – to- One Meeting with Managers from selected six
national Media Houses and then disseminated and share findings of the report
and finally a one day orientation workshop with media editors through the Editors’
Forum concerning family planning coverage and status in Tanzania.
A. RAPID
MEDIA ASSESSMENT FOR MEDIA HOUSES’ INTERESTED IN SUPPORTING FP
The assessment, explores the private sector playing
its role in the provision of social services as outline in the Public Private
Partnership Act, 2010 and the implementation of Corporate Social Responsibility
policies. The rapid assessment main objective intended to set up the
following;
1. Gather
information from media on the family planning coverage status;
2.
Capacity, interest and commitment from the media; and lastly
3.
Challenges on family planning issues from the media.
The
assessment was conducted using standard structured questionnaires with both
closed-ended and open-ended questions to collect the desired information from
respondents. The questionnaires were distributed to respondents to respond the
questions privately and freely. Respondents were purposely selected; Media
managers’ who hold positions of considerable influence in decision making were
targeted.
B. ONE
– TO – ONE MEETINGS WITH MANAGERS OF THE SURVEYED MEDIA HOUSES
AJAAT
started the process by preparing a policy brief, which pointed out the
importance of family planning to support social and economical development in
Tanzania. The aim was to enlighten the media houses on the importance of family
planning advocacy.
One
AJAAT staff visited one of the media houses to discuss how there media will
support AFP partners in family planning advocacy, where awareness message in
the policy brief were circulated. The media houses visited were; Sahara
Corporation (Star Tv) and Tanzania Broadcasting Corporation (TBC) in the
electronic media. In the print media were Swahili and English dailies
newspapers from New Habari (2006) Ltd,. (Mtanzania and The African); Mwananchi
Communications
(Mwananchi and The Citizen), The Guardian Ltd,. (Nipashe and The Guardian) and
the Tanzania Standard Newspapers (The Daily News and Habarileo). All 12 media
managers respond positively to support family planning coverage by providing
space and air time. They also agreed to give priority in family planning news
and features in their daily coverage’s.
C. WORKSHOP ON SHARING MEDIA HOUSES
ASSESSMENT REPORT
AJAAT
organized a one day Media Meeting to disseminate the assessment report by
inviting managers from the media surveyed; Sahara Corporation, Tanzania
Broadcasting Corporation (TBC), New Habari (2006) Ltd,. Mwananchi Communications,
The Guardian Ltd, and Tanzania Standard Newspapers.
D. EDITOR’S FORUM ORIENTATION WORKSHOP ON
FAMILY PLANNING
The
Editors started arriving at the Lion Hotel, Sinza and 38 participants’
attendant the workshop, 30 were editors and senior journalists with four
facilitators. Zacharia Ssebuyoya, ANAT programme coordinator was invited as
amoung AFP lead implementing partner while Dr. Hellen Mrina from Medical Women
of Tanzania Association (MEWATA) and Dr. Namala Mkopi from Paediatric
Association of Tanzania (PAT) were two medical experts facilitate the workshop
who come from AFP coalition.
The Workshops Outcome
1. Media Managers and Editors react on
the facts that because planning a family and deciding on the number of children
and spacing impacts on individual economic situation; for those with more
children, they endure greater burden in sustaining their families.
2. At government level – it is critical
for governments to plan well to meet the education, health and other needs of
its population. The government doesn’t have sufficient resources for a growing
population well equipped to fuel the economic engine.
3. That the percentage of the labour
forces in the population and how does this play out with dependency ratio?
Governments see individuals as economic units – consume and produce – how big
is this labour force and whether it is capable of promoting economic
development.
4. In the media, FP is almost a
non-issue/agenda both as an issue for coverage, and for programming in media
institutions. Media houses do not have family planning services and media
managers have not seriously thought about this.
5. The gender ratio in the media –
fewer women than men; and the employers’ bias towards pregnant employees and
those caring for children (seen sometimes as an opportunity loss – viewed as
not as hardworking as male colleagues); FP as an issue of individual right –
the media has a role in promoting the concept.
6. Getting an interesting angle for FP
issues – remains a challenge. The impacts on the narrow or inadequate coverage
of FP issues.
7. Media campaigns are critical in
strengthening visibility of FP issues.
8. Deteriorating mothers’ health due to
frequent childbirth leads to declining family welfare and national economic
growth.
9. Big families – big money – secure
future! Such attitudes and beliefs contribute to communities shying away from
the use of contraceptives.
10. The media managers’ request on the
AFP coalition on-line internet hub as family planning archive to gather easy
information’s and updated report concerning family planning status in Tanzania
as well as the global ones.
Lessons Learnt and Next Steps
Why is FP not an
agenda in the media when its contribution to reduction of maternal mortality
rate and infant mortality rate is known?
It
was highlighted that the media history – for many years media practitioners’
understanding on FP/RH and population issues has been skewed towards seeing
these issues as externally-driven with foreign interests “harmful” to
Tanzanians; the exception of the foreign actors wanting to exploit us and media
structure – big names make news – as a guiding principle.
Media Assessment
report Key findings;-
1. Workplace perceptions, policy
implications and actions of the Media Houses on the subject.
Ø
None
had guidelines for family planning in the workplace;
Ø
Only
one Media House 7% – Mwananchi Communication - had a plan develop one or
include family planning in existing policies.
Ø
Three
Media Houses 21% – TBC, Mwananchi Communication, and Tanzania Standard
Newspapers - consider family planning;
Ø
All
of the rest 79% did not have policies considering family planning;
Ø
One
7% was not sure about the answer;
Ø
There
was no particular type of contraceptives prescribed regarding family planning
in workplace
2. Areas of interventions
1. Conduct media campaigns for family
planning to increase awareness and expand networks of family planning
stakeholders engaging the Media in family planning;
2. Media people have indicated their
need for support from experts on family planning so they can work with them and
collaborate with decision makers in order to properly align policies and
practices.
WHAT SHOULD BE DONE?
Editors’
recommend that:-
Ø Media should sensitize the society
to see FP as an opportunity. (Packing the messages).
Ø
Increase FP coverage (make it an economic
agenda).
Ø
Empower
journalists with FP knowledge.
Ø
Experts
in FP needed to be more accessible to journalists.
Ø
Harmonize
information (operation system in media). – News story – Information for public
knowledge.
Ø
Frequent
survey should be done on the use of nets and its preventive ability.
Ø
Editors’
Forum should select a topic for discussion on AFP with view to building
knowledge on these issues.
Ø
Editors
from media outside the surveyed asked to be presented in the campaign and
promise to provide space and air time for family planning coverage in the
media.
Acknowledgements
Six
media houses managers from the surveyed media houses as well as the editors
through the Tanzania Editors Forum.