COVID-19 LIFELINE COMMUNICATION ENDLINE EVALUATION RESEARCH
BBC Media Action is an independent, international charity set up by the BBC with the objective of using media to support international development. BBC Media Action works around the world to raise awareness and influence attitudes and behaviour amongst communities, as well as to build capacity in the media sector in transitional countries. In mid-2020, in response to the Covid-19 pandemic, BBC Media Action, with funding from Global Affairs Canada (GAC), embarked on a programme that aims to address the disproportionate impact of Covid-19 on women and girls, with a particular focus on the secondary impacts of the pandemic. While the primary issues of prevention and treatment remain central to our work, it is critical to address the secondary effects on livelihoods, security, and psychosocial wellbeing. According to the United Nations, “Early data indicates that the mortality rates from Covid-19 may be higher for men. But the pandemic is having devastating social and economic consequences for women and girls.”.
As part of this communication activity, BBC Media Action in Ethiopia has partnered with Woldiya community radio to broadcast a series of 10-minute radio segments embedded within an existing 3-hour health programme. This is accompanied by a series of radio PSA, half of which will be broadcast across the transmission areas of Woldiya community radio and the other half across Addis Ababa via Addis Ababa University community radio. A further 5 short films are destined for TV broadcast on EBC and on social media, with the activity supported by additional content on Facebook. To inform these activities, formative research and pre-testing of content has been carried out previously, and the project is moving into the endline evaluation phase.
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