What Do We Know About Communicating with Audiences in Nepal?

Source: Wed, 29 Apr 2015 10:11 AM
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As efforts to communicate with communities affected by the earthquake scale up, BBC Media Action colleagues have shared what they know from previous research in 2012 about communicating with audiences in Nepal.

BBC Media Action is working with BBC Nepali and local partner radio stations to broadcast Lifeline programming designed to get practical information to communities following the quake. Their teams will be working to the following principles:

1. Use trusted sources to share information

Research showed that radio and TV are the most trusted information sources. People also trust village leaders as information sources and they can be used to distribute information at a local level.

2. Highlight community action

Research showed that people who believed their communities could make decisions together were more likely to take actions that those who didn't. Encouraging people to work together is key.

3. Represent people from across the regions taking action

Community approval and fitting in is a strong value in Nepal. Communications showcasing local people taking action in a relevant way to their context will show others that they are not alone and encourage them to take action.

4. Identify which actions individuals can take

Research showed that people were not clear what they could really do in difficult situations and saw responsibility for action with NGOs/government. Where appropriate, identifying clear actions for individuals/communities/NGOs will help.

5. Include simple steps about how to take action

Research showed that people need to have specific information to take action in Nepal. One of the biggest barriers identified to taking action was not knowing how to respond or what to do. People felt that the regular media did not always provide sufficient or adequate information.

6. Share success stories (what worked)

A high number of people did not believe that taking action would make any difference, and had a low sense of efficacy. Sharing stories from others will help to over-come this.

7. Spark and share innovation

Research showed that when people had good ideas on how to respond to challenges, ideas were adopted by others around them. This is particularly true if the innovator is someone who is respected and trusted in the community (i.e. a village elder). There is a role for communication to share stories and inspire others.

These research findings are from BBC Media Action 2013 Natrep Resilience Survey: Climate Asia.

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