PMC produced a radio serial drama titled Cesiri Tono (“All the Rewards of Courage and Hard Work”) in the countries of Mali, Burkina Faso, and Côte d’Ivoire. The drama was aired from November 2004 to October 2005 and addressed issues such as children’s rights, exploitative child labor, child trafficking and reproductive health. The drama had a significant personal impact on the lives of many people, both adults and children, throughout the region.
A post-broadcast survey was conducted in the three countries to determine what effect listening to the drama had on the audience’s knowledge, attitudes and behavior with regard to children’s rights, child trafficking and exploitation and related health and social problems. The drama reached a wide audience of approximately 4 million listeners in all three countries. The major finding was that the listeners of Cesiri Tono were substantially more aware of child trafficking than non-listeners. Some highlights of the survey showed the following results:
- 43% of listeners in Côte d’Ivoire had discussed children’s rights in the twelve months before the end of the program, compared to only 25% of non-listeners during the same period.
- 32% of listeners knew at least three factors that can lead to child trafficking, compared to 14% of non-listeners.
See results in Burkina Faso and Mali.
At the conclusion of the program, PMC was privileged to receive the Changemakers Innovation Award. Given to the most creative programs designed to prevent human trafficking, one of only three awarded worldwide by the Ashoka Foundation.
Cesiri Tono was produced in partnership with First Voice International, which distributed the program via WorldSpace satellite to 169 community radio stations throughout the region. PMC received a grant from USAID to support this program.