CSD-6: Sustainable Development Success Stories |
Location | Nation-wide, weekly broadcast on Bangladesh Television (BTV). |
Responsible Organisations | The Bangladesh Centre for Communication Programs (BCCP) in collaboration with the Ministry of Health and Family Welfare were the main organisations responsible for this serial. Lever Brothers (Bangladesh) Ltd. sponsored the serial by paying for the airtime and sharing some costs towards production. BCCP contracted with Asiatic Marketing Communications Limited (a local advertising agency) and Bangladesh s eminent TV dramatist Humayun Ahmed to write and produce the serial. It was among the first independently produced programs purchased by BTV. |
Description | The drama serial was designed and produced through a systematic communication process. A workshop was held to develop the message content and the story line. The workshop was attended by scriptwriters, programme planners, media personnel, advertising agencies, non-governmental organisations and other co-operating agencies. The main objective of the serial was for audiences to develop trust and confidence in field workers as sources of information about reproductive health and child health services. The serial also served as a role model for field workers, to reinforce their own endeavours.
The purposes of the drama serial were to: reinforce existing knowledge of the audience about the services, information, and reliability of field workers; motivate members of the audience to access field workers as their primary source of health advice and information and invite field workers into the community and into their homes; and reinforce, demonstrate, and motivate members of the audience to trust and respect the field workers. The story line was simple, set in rural Bangladesh. The main character, Bokul, demonstrated the best qualities of a dedicated field worker, but also came across as a real human being with faults and weaknesses like anyone else. Bokul undertook a wide variety of tasks within the community. The story emphasised the trust and support Bokul received from the community. She demonstrated appropriate field worker behaviour, and the community demonstrated respect. Each episode answered important health questions while portraying the social realities in rural areas that often stand in the way of a healthy lifestyle. |
Issues Addressed | Health and Health education. |
Results Achieved | Newspapers have rated Shabuj Shathi consistently as one of the country's top 10 productions of the year. The TV serial proved to be immensely popular and inspired people of all ages. As a result of the positive role that Bokul played, field workers felt a renewed sense of commitment to their jobs. Customers, having made the association between the serial and the grassroots service providers, now often refer to them as 'Bokul.' Shabuj Shathi is being evaluated in a large national survey to be conducted in February/March 1998. However, to gauge the serial s impact structured questionnaires recorded the comments of viewers, after the premier of the serial drama. The following quotes from general viewers, service providers and policy makers attest to the success of the TV serial:
"I knew most of the things that Shabuj Shathi showed, but seeing them on a drama series made them more urgent and immediate for me. I think I am now a better follower of these habits than before." Dalimer ma, Housemaid. "If Bokul in Shabuj Shathi, being a girl of a poor family could do all those things, why can't I do the same thing I am more fortunate than her. I went to college, My parents are much better off." Paramita, Housewife. "There is so much health information to cover. What will we [service providers] do when the serial ends? Thirteen episodes is not enough." "Bokul, the heroine [of Shabuj Shathi] is the role model for the service providers. The Health and Family Welfare information is finely blended with entertainment. We highly appreciate the effort." - Mr. Mohammad Ali, Secretary of Health, October 12, 1997 "The drama Shabuj Shathi demonstrates Johns Hopkins's contribution to the national health program. Thanks to those who were involved in producing such an excellent series." Mr. Afsan Chowdhury, BBC Correspondent and Freelance Journalist, November 16, 1997 "The Green Umbrella is known to people. The Shabuj Shathi has created a lot of interest among the general population. Now-a-days, people talk about the Green Umbrella." - Mr. Richard Greene, Deputy Team Leader, PH Team, USAID, Dhaka, November 10, 1997. |
Lessons Learned |
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Contacts | Ms. Dana Weckesser, Special Projects Officer Johns Hopkins University Centre for Communication Programs 111 Market Place Suite 310 Baltimore, MD 21202-4012 Tel. (410) 659 6317; Fax: (410) 659 6266 E-mail: dweckess@jhuccp.org Website: http://www.jhuccp.org |