Kwishilya & Siñalamba Endline


In the heart of Zambia, a radio revolution took shape not on the streets, but through the airwaves. From May 2021 to September 2022, two captivating radio shows – Kwishilya (“Over the Horizon”) and Siñalamba (“Breaking the Barrier”) – resonated deeply with millions. This innovative endeavor was the brainchild of Population Media Center – Zambia (PMC-Zambia), in collaboration with the United States Agency for International Development (USAID) and the Ministry of Health.

The full press release and associated stories about Kwishilya and Siñalamba’s impact can be accessed here.

The credit for much of the shows’ success goes to the strength of PMC’s storytelling prowess, as highlighted by Charles Kalonga, the inspiring Country Director of PMC-Zambia. Kalonga emphasizes, “Listeners see themselves in the story, and a bond between the characters and the listeners is formed.” These words encapsulate the profound impact of the shows, extending far beyond mere entertainment to stand as beacons of societal transformation. As you navigate this report, you will witness the influential power of storytelling, the resonance of Kwishilya and Siñalamba, and their pivotal roles in reshaping health, education, and social norms within Zambia.

The full internal impact report about Kwishilya and Siñalamba can be downloaded here. PMC makes the internal report available because of our commitment to accountability, measuring and transparently sharing our efforts and our impact. These internal reports are essential for PMC’s internal monitoring, evaluation, and learning and we hope making it widely available will contribute to all Social and Behavioral Change Communications researchers and practitioners.