For Immediate Release:	December 6, 2000
For More Information:	Christina Horzepa, The Population Council, chorzepa@popcouncil.org, (212) 339-0520
Sponsor Organization:	Population Council
PROGRAM ALLOWS KENYANS TO EXPRESS THEIR VIEWS AND DISCUSS THEIR WELL-BEING
What are the symptoms of cervical cancer? Why do some African communities circumcise young girls? What causes low sperm count? How can women recognize the signs of menopause? What are the side effects of emergency contraception? How can people prevent the spread of AIDS and other sexually transmitted diseases? These and dozens of other questions—on topics ranging from domestic violence to breastfeeding—form the basis of “Your Shout,” a popular Kenyan radio program designed to deliver important information about reproductive health. Sponsored by the Nation Media Group and the Population Council, the live call-in show aims to stimulate debate about traditionally taboo subjects by encouraging callers to share their experiences and ask questions about sexual health. The program is especially important in the era of AIDS, when prevention is so critical, notes Ayorinde Ajayi, M.D., regional director of the Council’s East and Southern Africa office in Nairobi. Studies have shown that sexually transmitted infections facilitate the spread of AIDS. “We know that targeted media messages can make a difference,” says Ajayi. “For instance, research has shown that deliberate messages on the advantages of family planning and smaller families can increase the use of contraception. We believe that interventions through the mass media—along with complementary programs on the ground—can help change behavior.” In addition to developing the media messages, Council researchers in Kenya are working with family planning and reproductive health clinics to help improve services. An ideal way to reach the target audience Radio messages in particular appear to be an efficient way to reduce risk-taking behavior among men. According to Ajayi, one study in Senegal showed that radio is the most frequently cited source of AIDS information for men. Furthermore, the men who cited radio as an information source reported having fewer casual sexual partners within the 12 months preceding the survey. The radio program represents the first time the Council has launched a dissemination effort designed to raise awareness and motivate people to engage in self-protective health behavior, notes Ajayi. Each show features expert advice from one or two guests—typically Population Council researchers or health professionals from local organizations. The Nation Media Group’s FM radio station reaches about 1.4 million people in Nairobi and surrounding towns. The audience—young adults in their 20s and 30s—also happens to be the target audience for the Council’s public health messages. Companion articles in two of the country’s most popular newspapers—the English-language Sunday Nation, with a readership of 4 million, and the Swahili-language Taifa Leo, with a readership of 600,000—expand the show’s influence. The interactive nature of the program provides callers with instant feedback and serves to highlight areas where misconceptions exist, so that the Council researchers can further refine their messages. For instance, many callers were unfamiliar with emergency contraception—higher doses of commonly used oral contraceptives that can prevent pregnancy after unprotected sexual intercourse. In addition to answering a question about side effects, which include nausea, mild headaches and occasional vomiting, Davy Chikamata, MD, a Population Council gynecologist, explained that the method is not an abortifacient and will not work if a woman is already pregnant. “The show’s timing is perfect for two reasons,” Ajayi notes. “The Kenyan government has recently acknowledged AIDS to be a threat to national security. One of the best strategies for combating HIV transmission—in addition to promoting condom use and sponsoring treatment programs for other sexually transmitted diseases—is education. Furthermore, within the context of the ongoing democratization process in Kenya, there has been a rapid growth in the number and reach of mass media organizations in the country. This has made possible an unprecedented level of public debate about political, social, and health issues. For the first time, Kenyans are able to express their views and discuss all issues pertaining to their wellbeing.” A Spirited Debate, in Several Languages The response to the radio program, which is broadcast live every Wednesday from 10:00 a.m. to 1:00 p.m., has been positive, and the discussions are spirited. On average, the show receives about 20 calls per hour. In addition to alternating between English, Swahili, and other dialects, the host, Bernard Otieno, occasionally translates medical jargon into lay terms or even slang. “I think what the doctor is trying to say, is that it’s like football: if the field is wet, you can’t play the game,” he responded to a man who asked whether he can still have sex with a woman who has pain and bleeding from cervical cancer. The guest expert, a professor of gynecology at the University of Nairobi, had been a little more clinical in his response. Otieno also summarizes and reinforces the main points before and after commercial breaks, noting that, for instance, a Pap smear can reveal cervical cancer ten years before symptoms appear, and in most cases the disease can be treated before it turns deadly. Or that sexually transmitted diseases, like gonorrhea, and lifestyle habits, like excessive drinking, heavy smoking, and poor nutrition, can reduce sperm count and cause male infertility. Or that menopause is a gradual process that begins with occasional hot flashes and sweating. Or that condoms and abstinence are the only ways to prevent sexually transmitted diseases. “The topics are endless. We are only limited by the amount of funding we get,” Ajayi notes. At a projected cost of $250,000 for two year's of programming, "Your Shout" could become a very cost-effective public health intervention, reaching millions of East Africans. # # # The Population Council is an international, nonprofit, nongovernmental organization that seeks to improve the wellbeing and reproductive health of current and future generations around the world and to help achieve a humane, equitable, and sustainable balance between people and resources. Established in 1952, the Council is governed by an international board of trustees. Its New York headquarters supports a global network of regional and country offices.