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Beyond The Broadcast

September 15, 2020 • Rwanda, News

Crowd in Rwanda at a Umurage eventCrowd in Rwanda at a Umurage event

PMC’s Umurage 2 (“Inheritance for a Better Future”) was broadcast on five radio stations across Rwanda, addressing family planning and couple communication, antenatal and post-natal care, adolescent sexual health, gender-based violence, and malaria.

To accompany this 54-episode radio show, the PMC-Rwanda team designed numerous traditional and digital strategies to engage fans and enhance impact. Listeners were able to attend in-person performances and events that drew more than 15,000 Rwandans. Additionally, community dialogue was strengthened online through social media apps like Facebook and WhatsApp and on the airwaves during 31 supporting radio talk shows designed to feature experts to expand upon issues raised in the storylines.

Engagement beyond broadcasts elevates conversations, promotes consistent listening, and enhances the impact of PMC produced shows.

“This taught us always to think about our children in the future and family planning. I immediately decided to go for a five-year contraceptive plan so as to first cater for the child we have before getting another one, who we also intend to give a good life.” – Mother, Bugesera District, Rwanda.

A drawing from a Rwanda listener depicting the fictional character Gasake and the many children he cannot support in Umurage 2.

Right, a drawing from a Rwanda listener depicting the fictional character Gasake and the many children he cannot support in Umurage 2.

The launch of Umurage 2 in 2018 followed the successful broadcast of the original Umurage from June 2017 through June 2018. The sequel builds on the successful implementation of the Umurage, creating a series of powerful shows focused on long-term and sustained change.

A few highlights from the endline findings of Umurage include:

  • Listeners were 1.5 times more likely than non-listeners to say that they discuss child protection and other social welfare programs with their spouse/partner.
  • Listeners were 1.3 times more likely than non-listeners to say they and their partner are currently doing something or using any method to delay or avoid pregnancy.
  • Listeners were 1.7 times more likely than non-listeners to say the “right to live free from violence” was a right of women and girls in Rwanda.
  • Listeners were 1.9 times more likely than non-listeners to say they would “report the matter to village leader” if they witnessed a man beating his wife.

Umurage 2 built upon this success. On top of the in-person and digital interactions, the broadcast had an estimated rate of over 71% listenership within the target audience on different radio stations, with approximately 3.5 million loyal listeners.


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