3.1.4 MEDIA VERSUS FACE-TO-FACE

The respondents were asked to identify the best communications strategy among the three primary ones. In addition, they were asked whether they would identify particular strategies with particular projects. The following is an analysis of their responses.

From her personal experiences in communications and project management in the field of HIV/AIDS, Dey [interview: 2004] thinks that a combination of all the above mentioned strategies is likely to make the desired impact. But if that does not seem feasible, then the best strategy would be to use popular and mass media since visual learning always has an effect.

“Mass media or IEC (Information, Education and Communication) as well as gradual persuasion usually work. But if the motive is not just to persuade but to also change behaviour, then BCC (Behaviour Change Communication) would be more effective” [Ibid]. For example, if one wishes to address issues on HIV/AIDS, then IEC is a good strategy. But if one wishes to promote the use of condoms among CSWs (Commercial Sex-Workers) and their clients, then BCC is ideal. Besides posters, pamphlets and hoardings, BCC also uses theatre, plays, documentaries as well as short ad-films to convey the message.

But, Smyth [interview: 2004] thinks that the choice of the strategy depends on the communication target group. For example, campaigns and media work well for the general public (but this also differs as per the literacy level of the public); while workshops and seminars are successful with staff and partners.

Similarly, Hewitt [interview: 2004] also agrees that the choice of communications strategy depends on the project objectives — the audience to be reached and the kind of things to be communicated. Campaigns can be successful when there is a wide participation. A good example of this is the campaign against the Multilateral Agreement on Investment which involved civil society organisations from around the world putting pressure on international organisations such as WTO and different governments; pamphlets seem to me to be just a subset of some broader campaign strategy; workshops generally involve too much talking and not enough doing, but they are a good way of getting people together to share and discuss information. And, theatre as a way of communicating can be most effective and fun too when working with children (for example in child-to-child work, see http://www.child-to-child.org/). Mass media, almost by definition, is effective for reaching a wider audience. But then, television’s effectiveness depends on where you are (accessibility) and who you are (who controls it). For example, in Brazil, the transmission of Rede Globo reaches virtually every corner of a huge country. But, what is communicated is often dubious. On the contrary, radio is a great medium for getting across messages on healthcare, environment, social justice and other issues. Its influence has been remarkable in many parts of the African continent [Ibid].

Hewitt believes that particular strategies need to be tailor-made for particular projects. For example, to circulate its information, CRIN uses different strategies for different clients. Where there is accessibility, it uses the internet; but in other places, it uses printed material through the postal service for dissemination of information on child rights to member organisations.