Planning Tools

Health-promoting Radio Tasks and Outcomes

Given the strengths and weaknesses of radio programming for social development there is clear evidence of five tasks for supporting communication outcomes (Figure 1). Informing and educating, advocacy and professional networking are the typical tasks of radio in health promotion interventions. Social learning and dialogue is a more strategic task of assisting communities and societies to learn about, redefine and change their conditions.

Figure 1. Health-promoting Radio Tasks and Outcomes

Tasks

Outcomes
Information
  • Campaign or intervention activities have been promoted through radio
  • Radio programming has led to services being accessed (e.g., telephone counselling, health clinics or other services)
  • Radio advertising, Public Service Announcements and consumer-advice programs have helped health professions to position themselves in the commercial market-place and to increase the visibility of professions and their services
Education
  • Specific behaviours have been adopted because of what people heard on the radio
  • Radio programs have raised awareness levels and knowledge on specific problems or topics
Advocacy
  • Radio has redefined issues in terms of health promotion goals, focusing debate on socio-political or legislative and public policy
  • Radio programs have highlighted and promoted positive aspects of a recommended intervention and the negatives of current health-related problems
  • Radio program content and impact on communities has influenced policy-makers
Social learning and dialogue
  • Radio has promoted peace, consensus building and social capital
  • Radio has been used to give communities a voice, self-expression and cultural identity
  • Counselling or consumer-advice segments on radio talkback has promoted increased communication and dialogue between health professionals and health consumers
Professional networking
  • Radio has strengthened networks between service providers by increasing awareness and understanding of each other’s work and promoting collaborative partnerships