The use of varied media in Africa to promote social change is rapidly developing, involving modern methods, such as television, radio and newspapers, and traditional methods, including story telling, theatre and song. In addition, the use of new information and communication technologies is increasing.

However, there is little integration among these methods, and networking different organizations, methods and approaches presents challenges.

From 2nd to 6th October, UNFPA organized a Regional Media Conference and Knowledge Fair on Population and Development in Kinshasa, Democratic Republic of Congo. Around 150 participants from 35 African countries attended, as well as delegates from Brazil, the Philippines, Vietnam, and Japan.

A view of the opening ceremony of the conference,
attended by Ruberwa Manywa Azarias,
Vice-President, DRC, Fama Hane Ba, Director,
Africa Division, UNFPA, and Sidiki Coulibaly,
Representative of UNFPA DRC.

The conference aimed to strengthen integration between modern and traditional media channels, between modern and traditional communicators to promote the ICPD agenda, MDGs, and bring about behavior change for health.

Through plenary sessions and the Knowledge Fair, participants exchanged information and shared experiences of communication interventions and tools development to develop a Regional Network and Resource Interface for African Communicators on Population and Development.

JOICFP

JOICFP attended the conference to share technical expertise, especially in interface development and BCC, drawing on its DigiPlan and database experience, as well as to develop networks with African partners. This was the first Africa regional conference for JOICFP to attend related to communications.

JOICFP explained difficulties faced in health communication tool development, such as the use of 'absolute values' rather than presenting options; inappropriacy of media used (lack of electricity, illiteracy, etc.); no emotional content so messages are quickly forgotten or ignored and people are not motivated towards action; lack of participation in tools development by target groups; lack of integration of tools and little re-use of them; and duplication of efforts.

JOICFP introduces its work to the Vice-President of DRC

JOICFP gave the example of The Endless Goodbye picture drama, showing how it was developed by the community, had strong emotional impact, was made with locally available materials, and used traditional story telling skills as a key component. In addition, after pre-testing and through digitization, the picture drama was easily translated into different languages, and a DVD produced. In this way, traditional communication methods and new techniques were integrated.

This method of taking a communication tool and extending it into other formats with the application of digital technology is JOICFP's 'multi-solution' approach, maximizing outputs and supporting sustainability.

Reporters show great interest in JOICFP's booth
that displayed the picture drama The Endless Goodbye
and its making

The conference participants greatly valued JOICFP's input, especially as The Endless Goodbye is a practical, concrete example of how to actually, plan, prepare and produce effective media for use at the grassroots level, and the Action Plan for the development of the Regional Network and Interface developed at the conference recognizes JOICFP for its technical assistance skills.

JOICFP gives a presentation
on the emotional communication tool The Endless Goodbye,
produced with DigiPlan multi-solution technology

The conference ended with a Kinshasa Declaration, in which the members encourage increased access to information on population and development, commit to the synergy between modern and traditional methods, and to working together with all stakeholders for behavior change and to achieve the goals of ICPD and the MDGs by developing a regional network and interface for the exchange of information and knowledge.