RESUMO
PIP: Social development communication activities are competing with all of the other communication activities for the attention of the audience. The Johns Hopkins University/Population Communication Services (JHU/PCS) strongly believes that one of the best ways to get the attention of a designated audience, and to keep it, is to entertain the audience and educate it at the same time. They call this concept enter-educate. The basic precepts of this approach include: 1) Choose the most appropriate medium to reach the intended audience; 2) Enlist professionals experienced in the chosen medium in order to have access to the best available resources; 3) Develop a high-quality product that will attract the commercial sector; 4) Use a medium which has a big regional or national audience; and 5) Make the program appealing by including entertainment elements appropriate for the intended audience and not obviously preachy. The most successful project that JHU/PCS has supported that incorporated the concept of enter-educate is the Communication for Young People project in Latin America, better known as the Tatiana and Johnny project. This project used popular music, and its spin offs, to reach young people in 11 Spanish-speaking countries with a sexual responsibility message. Other successful projects in Nigeria and Mali are also described. Nigeria used television shows with family planning skits; in Mali the traditional Koteba theatrical format was made into films for short cinema showings before the main feature.^ieng
Assuntos
Comunicação , Educação , Educação em Saúde , Serviços de Informação , Meios de Comunicação de Massa , Filmes Cinematográficos , Pesquisa , Educação Sexual , Gravação em Fita , Ensino , Televisão , Gravação de Videoteipe , África , África Subsaariana , África do Norte , África Ocidental , América , América Central , Países Desenvolvidos , Países em Desenvolvimento , Planejamento em Saúde , América Latina , Mali , México , Nigéria , América do Norte , Organização e AdministraçãoRESUMO
PIP: The most widely played song in Mexico in March 1986 is a special record designed to encourage young people to be sexually responsible and not to bring into the world children they cannot care for. "It's OK to say 'no,'" is the message of a unique new family planning and health communication project designed to reach young people in 11 Spanish speaking countries of Latin America and the Caribbean. What makes this ambitious regional project so unique is not just the message or the remarkable success of the 1st song but the combination of materials that were produced, the way they were produced, and how they are now being used throughout the region. The Population Communication Services project in the Johns Hopkins School of Hygiene and Public Health (JHU/PCS) has been working in Latin America and elsewhere for 4 years to support innovative family planning communication projects. It became evident that 1 key group was not being reached, i.e., young people aged 13-18 who comprise approximately 30% of the total population in Latin America. The fertility and sexual behavior of young people have a significant impact on their own lives, their community, their country, and the region. Early pregnancy is a major health and social problem throughout the region and the world. To address this problem, the JHU/PCS decided to develop a regional Latin American project to make young people more sharply aware of the personal advantages to them of responsible parenthood. JHU/PCS put together a financial, marketing, and institutional package. The US Agency for International Development (USAID) provided the finances. Analysis showed that the common denominator for young people throughout the region is music. The decision was made to produce 2 songs, each with a music video, pressed on each side of 45 rpm single records and enclosed in a full-size, full-color, 2-sided record jacket which folds out into a poster. The next step was to refine the general message of sexual responsibility to a specific message, one that young people would listen to and that would not offend others. Once the artists and the messages had been identified, a contest was held for the music and lyrics, with more than 20 professional composers participating. An underlying concern built into the design of this project was that the materials had to appeal to young people as popular songs, not as educational materials. The marketing of what became known as the "Tatiana & Johnny Project" included sending: copies of the record to 3020 radio stations; copies of the record and music videos to 250 television stations; press kits to 350 newspapers, magazines, and journals; and brochures about the project to 3500 media representatives throughout the region. Initial reaction to the project has been overwhelmingly positive. Lessons learned from the project are identified.^ieng