Rock Point 256 listenership (Reach) and effects

Y.E.A.H. estimates that over 6.5 million people in Uganda listen to Rock Point 256, many of them on a regular basis. This estimate is based on findings from three studies conducted in Uganda during 2006 and 2007.

In 2006, just six months after Rock Point 256 began broadcasts, Family Health International (FHI) conducted a survey of young men 15 – 24 years old in the districts of Mpigi, Bushenyi, and Hoima for the Young Men as Equal Partners project. Y.E.A.H. placed a question on the questionnaire, asking whether or not respondents had ever listened to Rock Point 256 on radio. In the three districts surveyed, 30.3% of young men reported that they had listened to the series at least once; and those men who had listened to Rock Point 256 were significantly more likely than those who had never listened to have gender equitable attitudes (see graph below).

In February, 2007, Y.E.A.H. placed questions about Rock Point 256 on a baseline household survey conducted by the Afford Project. According to the Afford survey, 38% of young women and 42% of young men between 18 and 24 years old had listened to Rock Point 256; and the majority of them had listened more than two times.

In September, 2007, Y.E.A.H. placed questions on a national media survey conducted by the Steadman Group. According to this survey, 49% of men and women 15 years and older had listened to Rock Point 256, and listenership was highest among 15 to 29 year olds, with more than 50% of respondents in that age range having listened. Of those who had listened to the series, 53% reported that they had listened more than 5 times; and 33% reported that they had listened more than 10 times.

Qualitative Evaluation of Rock Point 256
In November, 2006, Y.E.A.H. commissioned a Ugandan research organization REEV Consult Ltd. to conduct qualitative research among Rock Point 256 listeners. The study provided very useful feedback to the Rock Point 256 production team, and indicated that the radio series has generated discussion at community level about transactional sex, which was the focus of the series at the time. The researchers found a number of examples of community and individual action that reportedly took place because of the radio series.

RP 256 Qualitative Evaluation Report

What do listeners say?
Since 2005, Y.E.A.H. has received over 10,000 letters from Rock Point 256 listeners and the letter content analysis shows that there has been some positive impact in the listeners’ attitudes and behavior.

Find out more on Rock Point 256

Rock Point 256 is an award-winning 30-minute radio serial drama for young people in Uganda that broadcasts weekly on 13 radio stations.

The radio series was officially launched in July, 2005, by the First Lady of Uganda Janet Museveni, and began broadcasts in August that year. Since August, 2005, the series has continually broadcast, and has reached up to 50% of young people 15 – 24 in Uganda, according to a media survey conducted in September, 2007, by The Steadman Group.

Winner of the 2007 AfriComNet Award for Excellence in HIV and AIDS Communication in the Best Multi-Channel Communication category, Rock Point 256 tells the story of the people living in a fishing and farming community called Rock Point. The series is produced in English, Luganda, Runyankole/Rukiga/Runyoro/Rutooro, Lwo, and Ateso.

Rock Point is the imaginary trading center, much like any other town in rural Uganda, where the drama unfolds. It got its name because rocks are a very common feature of the Ugandan landscape, and because rocks are solid, firm, and steadfast; 256 is the country telephone code for Uganda, indicating the national identity of the series. The slogan for the series is “discover the rock in you.”

Find out more on Rock Point 256

NEW SPONSORS OF ROCK POINT

Tags: