Rock Point 256 Scripting and production process
Y.E.A.H. follows the MARCH (Modeling and Reinforcement to Combat AIDS) approach to design Rock Point 256. This approach, which was developed by the United States Centers for Disease Control and Prevention (CDC), is based on two theories of behavior change: the Stages of Change Theory, and Albert Bandura’s Social Cognitive Theory. Y.E.A.H. has integrated Communication for Social Change Theory into the approach.
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Rock Point 256 encourages positive behavior and social change by modeling change among people and communities with whom the audience can identify. Each year, Y.E.A.H. determines what behaviours it would like the drama to demonstrate through its characters, and analyzes available research on those behaviours. The scriptwriters then transform characters’ journeys to reach these behavioural objectives into stories, relying on the research to tell them what facilitators, barriers and setbacks people in Uganda normally encounter when developing or adopting such behaviour.
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Find out more on Rock Point 256
- Rock Point Scripts
- Rock Point 256 Launch and promotion
- Rock Point 256 Scripting and production process
- Rock Point 256 Broadcast schedule
- Rock Point 256 Listenership (Reach) and effect
Rock Point 256 is an award-winning 30-minute radio serial drama for young people in Uganda that broadcasts weekly on 13 radio stations.
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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
- Rock Point Episodes
- Rock Point 256 launch and promotion
- Rock Point 256 Scripting and production process
- Rock Point 256 Broadcast schedule
- Rock Point 256 Listenership (Reach) and effect
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