"HEARTLINES is an innovative programme developed by The Mass Media Project in South Africa. The intervention’s purpose is to address South Africa’s social issues, such as HIV and AIDS, crime, violence and the breakdown of family and social structures. HEARTLINES is unique in its approach in that
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it addresses these issues through values – the primary aim of the intervention is to promote reflection on people’s value systems and how these values are lived out in daily life. Over 85% of South Africans adhere to religious beliefs which have clear moral ideals and principles. One explicit strategy of HEARTLINES is to build on this already established authority of religious and spiritual beliefs. Using the authority of FBOs and religious faith, the Mass Media Project aims to promote values, to encourage people to live out their values more fully, and provide tools for this purpose. This evaluation is focused on the first stage of the HEARTLINES intervention. This included two main initiatives, namely, the national broadcast of 8 HEARTLINES films or dramas, with supporting print and below-the-line media components and secondly, the start of social mobilisation of faith-based organisations, where FBOs were provided with relevant tools to teach values and encouraged to undertake discussion-based activities. This first stage of HEARTLINES was evaluated using scientifically rigorous evaluation methods. During the 8 weeks of broadcast, an estimated 26% of the adult population, or 7.3 million adults watched one or more of the HEARTLINES films on television." (Executive summary)
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"This is intended to be a "practical" book. It is filled with examples and case studies that illustrate ways that carefully planned and implemented communication interventions have produced positive results. It is also filled with ideas from people who have experienced the challenges of communicatin
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g effectively in development programs. We are indebted to them and I am pleased to provide their ideas - frequentyl in their own words - to th readers of this book, and provide web links to their works. In spinning all of these valuable resources together I have added my own insights based on almost four decades of communication and development experience in countries ranging from Guatemala to Western Samoa, with many other stops in Asia, Africa and Latin America." (Foreword)
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"This study breaks the downward communication challenge in post-tsunami Aceh and Sri Lanka into four main areas. The first looks at the nature of communication problems between organisations and communities. The second covers mass information campaigns, including an overview of the information chann
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els in Aceh and Sri Lanka and how best to use them. The third section investigates complaints mechanisms, and, finally, the fourth section is a brief glance at what has been done to bridge information gaps in Aceh and Sri Lanka. Many organisations are still paying for mistakes made in communicating with communities in the early days of the tsunami recovery effort, resulting in what many call the “broken promises” phenomenon. The inherent problems of managing expectations were exacerbated by a widespread use of translators and jargon and the extreme levels of trauma experienced by beneficiaries. A number of organisations, however, have started to address these mistakes and build communications strategies into projects, developing models that potentially have wide application." (Executive summary)
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"This study, ‘Media Operations during SALW Control Interventions’ attempts to encapsulate best practices for dealing with mass media outlets when implementing SALW [Small arms and light weapons] control projects. It draws on a number of communication and media operation’s studies, but draws it
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s major lessons from case studies of communication during SALW control programmes conducted in South East Europe from 2001 to 2003. The first section of this report sets out the principles for effective media work during SALW control interventions, and offers useful tools for applying them. The case studies from which the principles are derived have been included in Section Two. They summarise the experiences of project staff that have worked with the media during the recent micro-disarmament interventions in the region." (Page 1)
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"This handbook draws on multidisciplinary insights and the experiences of academics and campaign practitioners to provide a comprehensive guide and introduction to planning, implementing and measuring public information and communication campaigns. It outlines the basic theoretical approaches and pr
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ovides practical examples from a variety of both national and international information and communication campaigns within and across Europe. Public opinion information and campaign strategies in a recent American state election campaign are used to contrast the different perspectives and experiences in the United States. The handbook concludes by demonstrating how to measure effects, causality and public opinion change to determine what the campaign accomplished. A helpful summary and checklist for the student and practitioner using survey research is provided at the end." (Publisher description)
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"Original essays define the scope of and show how to improve campaigns that promote public service programmes - among them, anti-smoking, family planning, heart disease prevention, and fire prevention campaigns. Academics, programme administrators, evaluators and policy makers show how to assess nee
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ds and goals, plan a campaign, evaluate its success, and select appropriate media." (Publisher description)
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