Sri Lanka: Island of suspended dreams has a second chance...
This is one of my favourite images. Showing southern part of India and my native Sri Lanka, it was captured by one of the early US space missions, nearly four decades ago.
Much has happened on the tear-drop shaped island since this image was taken: among other things, we’ve been through a civil war that lasted a generation, and robbed the dreams of at least two generations. That war officially ended on 18 May 2009.
The Day After, on 19 May 2009, I wrote a 1,500-word essay titled Memories of War, Dreams of Peace. The editor of Groundviews, Sri Lanka’s leading citizen journalism website, published it in full, and within minutes of my emailing the text to him.
I look back briefly on the brutal and tragic war – not in anger, but in great sadness. I then look forward in a wistful, dreamy mode. My premise was: “Now that the war is officially over, will this mark the beginning of real peace? I want to believe so. I want to audaciously dream of peace. The alternative is too dreadful to consider.”
This is not exactly what I’ve been trained to do. As a science writer and film-maker, I gather and analyse information, which I try to present in logical, coherent and accessible ways. In recent years, I’ve also been writing op ed essays in areas where I have some competence and experience. In writing this essay, I consciously departed from all that. I’m neither political scientist nor activist to engage in ideological or technocratic discussions, which others have already started in earnest. I wrote this at an emotional level, looking back and looking forward.
But my training did come in handy in framing the timely and necessary questions. My chosen ‘author intro’ for this essay thus reads: “Writer Nalaka Gunawardene has been a dreamer for all his 43 years. He asks more questions than he can answer.”
We've doused the flames of war, but much more needs to be done...If my views come across as naive or idealistic, I shall plead guilty as charged. My emotions this week are best described as cautiously optimistic, but as some readers on Groundviews pointed out in their comments, our high hopes have been betrayed before. But can we afford not to dream privately and publicly at this juncture? I don’t think so. We have suspended our dreams for too long, and it’s time to start dreaming again.
There are as many kinds of dreamers as there are dreams. One of my favourite quotes comes from the British soldier and writer T E Lawrence (of Lawrence of Arabia fame): “All men dream, but not equally…the dreamers of the day are dangerous men, for they may act their dream with open eyes, to make it possible.”
Chamara Pahalawattage: At 18, he is already using his 6th mobile (Photo by Niroshan Fernando, TVEAP)
When many able-bodied young men and women of his age were joining the armed forces in large numbers, Sri Lankan school-leaver Chamara Pahalawattage chose differently. He decided to try his luck with odd jobs at construction sites.
That, by itself, was nothing unusual. Tens of thousands of young men and women like Chamara join the labour market every year. Schools don’t equip them with attitudes or skills for self employment, so most would idle years away looking for regular jobs in Sri Lanka’s public and private sectors. Frustration would prompt some to take to political agitation, or worse.
Chamara is at such crossroads in his own life, but he is unlikely to go astray. The enterprising young man has boosted his chances of part-time work by getting himself a mobile phone.
“After buying a phone, I get calls asking me to come for work. The phone makes it so easy,” he says. “Otherwise people will have to come looking for me…or I have to go to them.”
If a skilled mason or carpenter takes him on as an assistant, Chamara gets a daily wage of LKR 700 (US$ 6 approx) plus a mid-day meal. That income augments the modest LKR 4,000 a month (US$35) his mother makes cooking meals at a nearby factory.
In February 2009, we filmed a day in the life of Chamara, a resident of Gonapola, in Sri Lanka’s western province. This was part of a profiling of telephone users at the bottom of the (income) pyramid – or BOP – in emerging Asian economies, undertaken by TVE Asia Pacific on behalf of the regional ICT research organisation LIRNEasia.
Watch our short video profile of Chamara Pahalawattage:
Going by his household income, Chamara is BOP at the moment – but his aspirations extend above and beyond. An only child raised by his widowed mother, Chamara developed an interest in mobiles while still in his mid teens. He bought his first mobile two years ago, when in Grade 11 at school.
“Almost everyone had phones, so I also wanted one,” he recalls. “From then on, I got used to having a phone!”
And has he been keeping up with technology! He buys second-hand phones for better features: he currently owns his sixth phone in just over two years. He had paid LKR 7,500 (US$ 65) for his latest phone at the beginning of 2009.
Besides voice and SMS (texting), his phone supports MP3, video recording, song downloading, voice recording and some other functions. After a hard day’s work, he unwinds listening to the radio, or swapping songs with friends — all using their mobiles.
Chamra spends an average of US$3 to 4.50 per month on phone use, and – like all other BOP telephone users we interviewed in India, Philippines and Thailand – he is thrifty with value added services that cost extra. This is something that has been confirmed by LIRNEasia’s Teleuse@BOP 2008 survey.
“Some of my friends access the internet through their phones and download songs,” he says. “I then get these songs from them. My phone has bluetooth. I use it to transfer songs from my friends’ phones.”
Chamara has every intention of moving up the labour market – someday, he wants to hold a more regular job, with an assured monthly income. Right now, in spite of being connected, he can’t predict how many days a month he’d find work.
Hello, can you hear our dreams? Photo by Niroshan Fernando, TVEAP“I don’t check newspapers for jobs. Instead I ask the people I know…mostly my friends,” he says. This probably indicates another shift from a wide-spread habit among literate Sri Lankans scanning newspapers for recruitment notices.
LBO 9 March 2009: Sri Lankan low income customers can use mobiles more for business: study
The official end of the 30-year-long war should be good news for Chamara and millions of other tech-savvy, eager youth like him. Like me, they can once again start dreaming of better tomorrows.
Telecommunications would be a good place to start. For several years, it has been the fastest growing sector in the Sri Lankan economy — one that has not only connected people across distances and cultures, but also been a ‘social leveller’.
The telephone subscriber base grew by 35.5% in 2008 (and 47% in 2007). The country’s tele-density (number of telephones per 100 persons) jumped to 71.9 in 2008, from 53.4 in 2007 -– thanks largely to the phenomenal spread of mobile phones.
As I noted last year: “It is not by accident that telecom has remained the fastest growing sector in the economy for a decade. This was triggered and sustained by the far-reaching policy and regulatory reforms which ended the then fully state-owned telecom operator’s monopoly, and allowed the entry of new players, technologies and business models.”
Of course, improved telecommunications are necessary, but not sufficient by itself, for us to evolve into an inclusive information society. Building on technology and systems, we must become discerning creators and users of information. Knowledge – not paranoia or rhetoric – needs to form the basis of policy and actions that propel us to the future.
Photos courtesy Niroshan Fernando, TVE Asia Pacific
Mobile champion: farmer Sayar Singh in Rajasthan, India - photo by Suchit Nanda for TVEAPAt the end of the world’s largest general election that lasted nearly a month, Indians have just re-elected the Congress Party to govern over the world’s largest democracy for another five year term.
It’s too early to discuss what role, if any, the recently enhanced telecommunications services played in this outcome. But there is no doubt that access to telephones – especially mobiles – has revolutionised the life of the billion plus Indians in the past few years.
Farmer Sayar Singh epitomises this change. Earlier this year, we filmed a day in the life of Sayar, a resident of Pushkar Nala in India’s Rajasthan state. This was part of a profiling of telephone users at the bottom of the (income) pyramid – or BOP – in emerging Asian economies, undertaken by TVE Asia Pacific on behalf of LIRNEasia.
Sayar is definitely BOP: growing wheat and flowers on his ancestral land, he makes around INR 6,000 (USD 115) a month – on which income he sustains an extended family that comprises his wife, four children, elderly father and an unmarried sister. Life isn’t easy for this 33-year-old, but his spirit of enterprise is as abundant as his praise for his newly acquired mobile phone.
He only bought a mobile in mid 2008, but eight months later, that investment had definitely improved business and social life for him. So much so that his life’s narrative is clearly divided as Before Mobile and After Mobile.
“Our life before the mobile phone was hard,” he says. “I took two days to do what I can now do in a day. Now I can get in touch immediately and all my work happens faster and more easily!”
He now tracks market prices and moves his produce quickly for better profits. With workload reduced and income doubled, Sayar has reaped dual benefits from his mobile.
Watch our short profile of Sayar Singh, ardent promoter of mobile phones in rural India:
This isn’t Sayar’s first experience with owning a telephone. Earlier, he was frustrated with a fixed phone that didn’t work half the time. The service was so bad that he gave up the phone after a while.
He recalls: “Phone wires in our village were often faulty. They used to be out of order for 2 or 4 days, sometimes even half a month! All my work was affected. I couldn’t talk to my brothers and sisters. Call charges were also high. When my phone line was down, I had to call from STD booths or neighbours’ phones.”
In our interview, Sayar kept referring to his fixed phone connection as ‘government phone’ – a reflection of the state-owned former monopoly. It was a reminder of just how bad telecom services were in India until only a few years ago.
As Shashi Tharoor, the former UN Undersecretary General – who, incidentally, has just been elected into Indian Parliament from his native Kerala state – has remarked, India had possibly the worst telephone penetration rates in the world.
He wrote in 2007: “Bureaucratic statism committed a long list of sins against the Indian people, but communications was high up on the list; the woeful state of India’s telephones right up to the 1990s, with only eight million connections and a further 20 million on waiting lists, would have been a joke if it wasn’t also a tragedy — and a man-made one at that.”
Connected and contented: Sayar Singh by Suchit Nanda for TVEAPTharoor recalled the infamous words of Prime Minister Indira Gandhi’s communications minister in the 1970s, C.M. Stephen. In response to questions decrying the rampant telephone breakdowns in the country, the minister declared in Parliament that telephones were a luxury, not a right. He added that ‘any Indian who was not satisfied with his telephone service could return his phone’ — since there was an eight-year waiting list of people seeking this supposedly inadequate product.
According to Tharoor, Mr Stephen’s statement captured perfectly everything that was wrong about the government’s attitude: ignorant, wrong-headed, unconstructive, self-righteous, complacent, unresponsive and insulting. “It was altogether typical of an approach to governance in the economic arena which assumed that the government knew what was good for the country, felt no obligation to prove it by actual performance and didn’t, in any case, care what anyone else thought.”
All this didn’t change overnight, and as Tharoor reflects, the key contribution of the government was ‘in getting out of the way’ — in cutting license fees and streamlining tariffs, easing the overly complex regulations and restrictions that discouraged investors from coming in to the Indian market, and allowing foreign firms to own up to 74 per cent of their Indian subsidiary companies. “The Telecom Regulatory Authority of India (TRAI) has also been a model of its kind, a regulatory agency that saw its role as facilitating the growth of the business it was regulating, rather than stifling it with rules and restrictions.”
It still took time for this revolution to be felt at the bottom of the pyramid. As LIRNEasia says: “Just five years ago, the Indian telecom industry’s massive momentum barely included the poor. The country had slightly over seven access paths (fixed and mobile connections) per 100 people, but in rural India 100 people were served by only 1.5 access paths. Even in urban India, the poor were unconnected.”
Then things started changing rapidly. According to LIRNEasia’s latest teleuse@BOP survey, 45 per cent of Indian BOP teleuser households had a phone in late 2008: 37% had a mobile only; 5% had a fixed phone only; and 3% had both. This is massive progress from the 19 percent of BOP homes with a phone just two years ago. Read more about BOP telephone penetration and use in India.
Tharoor has called this the “mobile miracle” — one that has accomplished something socialist policies talked about but did little to achieve: empowering the less fortunate. Rapid mobile penetration in my native Sri Lanka has had a comparable social transformation – in a commentary last year, I called the ubiquitous mobile ‘Everyman’s new trousers’.
Of course, the mobile revolution is far from over. There are many more millions yet to be connected, and those already connected expect affordable, reliable and value-added services.
“Indian BOP is still in the mobile 1.0 mode using mainly voice and missed calls functionality. Messaging is being used by only a third of the BOP population. Mobile payment and government services use is almost non-existent,” Rohan Samarajiva, chairman and CEO, LIRNEasia, was quoted as saying soon after the latest study was presented in India in February 2009.
How far and how much value added mobile services can penetrate the BOP remains to be seen. Sayar Singh, for example, currently spends US$ 8.6 to 9.5 a month on phone services – over 8% of his enhanced monthly income.
“I haven’t subscribed to any services like cricket news or astrological forecasts. I don’t need them…and I don’t want to spend on them,” he said in our interview.
But mobile telephony is an area where the boldest projections have been exceeded – so never say never.
The framework, building on a dozen years of TVEAP experience in working with television broadcasters and other media outlets across the Asia Pacific region, guides individuals and institutions to get the best out of the media. One key to success is building sustained relationships with media professionals and their gatekeepers (the bosses at media organisations who decide what content to publish or broadcast).
We introduced the framework to a group of ICT researchers drawn from across Asia who came together for a two-day workshop in Hyderabad, India, on 1 – 2 December 2008. The workshop aimed to build their capacity to use different communication frameworks and tools to engage policy makers, various other stake-holders and the wider public.
Our friends at IDRC have recently edited highlights of our presentation into a short video, which mixes excerpts from an interview they filmed with me. It can be watched here:
“Development” is seen as a hard sell in the increasingly commercialised media in the Asia Pacific. Researchers, activists and educators engaged in development work often complain that they are blocked out of the print and broadcast media. Yet they fail to understand a basic truth about the media: there is no quota of print space or air time set aside for development. Information and opinions on development topics must compete with other areas of human endeavour for the limited space and time available.
It is unrealistic to expect any legally or otherwise guaranteed space or time for development content. Even if there were, that can only apply on the media owners and media professionals. There can be no guarantee that media audiences will accept such content.
I get rather weary when well-meaning development players complain about the airwaves being full of entertainment, as if that airtime is something they have been deprived of. There is nothing intrinsically wrong with entertainment. The world will be a very dull place if the broadcasters listened to development people and packed every minute of air time with ‘information and education’.
Hitch a hike, but don't expect to get in the driver's seat...
This is the big challenge to the development community — how to get that delicate balance right, and learn to co-exist with other forms of media products catering to the wide and varied human interests. Hitch-hiking with the media avoids confrontation, looks for the common ground and tries to nurture collaboration for mutual benefit.
As my colleague Manori Wijesekera (presenting in the photo above) told the Hyderabad workshop: “Researchers and activists are a good source of information and opinions for the media, who need a constant supply of these. This can be a win-win situation for both parties, but we have to remember that we are hitching a ride with the media. So we can’t get into the driving seat or demand too much at once!”
So here’s our commercial: TVEAP conducts short, customised training sessions and workshops for researchers and civil society groups to enhance their media skills. These offer guidance on how to build and sustain ‘bridges’ with the media, and receive quality coverage that go well beyond publicity and public relations. If interested, get in touch with us!
In this essay, I have expanded some points originally made in two recent blog posts, on 30 April and 1 May 2009.
Here’s an excerpt:
“Flu shots, quarantine measures and hospital care alone cannot counter the current flu outbreak. While medical doctors and researchers spearhead the public health response, we need the mass media and other communicators to mount the public awareness response. Ideally, they should reinforce each other.
“For the first time in history, we now have the technological means to quickly reach out to most of humanity. More than four billion mobile phones are in use, a majority of them in the developing world. Nearly a quarter of the world population (over 1.5 billion people) have access to the web, even if at varying levels of bandwidth. Thousands of radio and TV channels saturate the airwaves – these still are the primary source of news and information for billions.
“Can these information and communication technologies (ICTs) help disseminate the right kind of flu awareness? How fast can we mobilise 24/7 media outlets and telecom networks to inspire preventive and curative action? What can the blogging, texting and twittering new media activists do in such efforts?”
I then return to one of my favourite points about communicating disasters and crises: the need for credible messages and credible messengers. This was a core theme in the Asian book on Communicating Disasters that I co-edited in 2007. I also highlighted it in this interview given to APC in early 2008.
Here’s how my essay ends: “Whether it is SARS, HIV or tsunami, many Asian governments have suffered from a credibility gap in managing information about emergencies. For example, the initially slow and guarded media reporting on SARS allowed the virus to spread quickly in China, with devastating results. We cannot afford to repeat these mistakes with the latest flu pandemic.
“Nearly a century ago, British author H G Wells talked about human history being a race between education and catastrophe. In the coming weeks, we would find out if humanity has what it takes to outrun and outsmart a stubborn virus.”
Read the full essay at MediaChannel.org
My latest essay is a humble birthday present to MediaChannel.org as it completes 10 years. Unique among websites, MediaChannel.org holds the rest of the media accountable with the best of the world’s media criticism and analysis — offering news, diverse global perspectives, and commentaries tracking international news flows. They cover breaking controversies, showcase change-makers, trends and cutting edge issues that you need to know about – produced by journalists for journalists and citizens.
“Our survival alone is a cause for celebration – a decade of growth and impact is impressive in ‘Internet years’,” wrote the website’s founders in a special 10th anniversary message. They added: “Over the past 10 years, we have survived financial crises and organized hack attacks. We have managed to remain relevant and on the cutting edge in a quickly evolving online landscape when many other sites and organizations have come… and gone.”
The team is making an urgent appeal for donations to keep this excellent service going. I’m very happy to amplify this – few services can deliver better value for money, and our troubled times and troubled media sure need the soul-searching constantly provided by MediaChannel.org
Media joined the public awareness campaign Now that the World Health Organisation (WHO) has raised the swine flu level to Phase 5, the next to highest level in the worldwide alert system, everyone is talking about a global pandemic. On 30 April 2009, the UN’s top health agency referring to it as Influenza A(H1N1).
As I just wrote in another blog post, “While medical doctors and researchers spearhead the public health response, we need the mass media and all communications professionals to support the public awareness response. Flu shots and hospitals alone cannot win this battle.”
This is where Asian mass media – especially broadcast television – have some relevant and useful experiences. When Severe Acute Respiratory Syndrome (SARS) spread across much of East Asia and Southeast Asia, it wasn’t just the public health systems that took on the epidemic. The local, national and regional media joined the effort in the true spirit of public interest. There was no division between state-owned and privately-owned media. The airwaves were mobilised for preventing, containing and eventually beating the disease that wreaked havoc for several months.
The role played by Asian media during the SARS crisis has been studied and analysed in considerable detail. Lessons from that experience are worth recalling at this moment when the world is looking for ways to contain swine flu.
When SARS forced Chinese schools, universities and public offices to be closed for several weeks in the Spring and Summer of 2003, the country’s television broadcasters rose to the occasion. They started beaming a combination of entertainment and educational programming round the clock to over 400 million households across the country — now the largest national television audience in the world. The idea was to use the media to encourage more people to stay inside homes and minimise the spread of the virus through contact. China Educational Television (CETV) — the satellite distributed educational network — took on the role of substitute teacher by increasing its broadcasts.
Crisis? What crisis?Of course, as the most likely place of origin of the SARS virus, China’s initial response to the epidemic was denial. Researchers have established how the slow or muted media reporting within China triggered more rapid disease transmission of the virus both within and beyond China. As the noted Asia watcher, columnist and journalism professor Tom Plate, wrote in 2008: “All the serious Chinese journalists were left holding their heads in shame. In effect, the institution of the mass-communication of news, because it was not allowed to do its job, contributed to the enormity of the SARS toll.”
Many researchers agree that it was the island republic of Singapore that best handled the SARS crisis. Dr Stewart Auyash, an Associate Professor in Health Promotion and Physical Education at Ithaca College in New York says: “Of the countries affected, the actions of Singapore’s government stand out as an example of how to deal not only with the biological elements of the disease but with the methods, style, tone, timing and breadth of its communicated messages.”
The Auyash study was titled ‘Communications as a Treatment for SARS in Singapore and its Lessons for Infectious Epidemics in Asia’, and appeared in Media Asia (Vol 32, No 4). Although the journal’s publishers restrict online access to subscribers, a copy can be freely downloaded from here.
Here’s how Tom Plate summarised its findings: “At the outset of the 2003 crisis, Singapore’s government and media authorities hammered out a clear plan to limit the syndrome’s spread among the populace. It adopted a containment policy that offered a major role for news media institutions. The media was asked to promote the idea of positive participation by all citizens to avoid furthering transmission.
Practising what we preach...“Model citizens who followed World Health Organization guidelines with exceptional care were made proud subjects of newspaper feature stories. Top government officials, including high-profile members of the cabinet, were photographed or televised as submitting to the same mandatory preventive procedures as everyone else (for example, regular temperature checks). But citizens who fought the program by either resistance or even tepid nonchalance were portrayed scornfully, with the media publicly castigating them as ‘free riders’ who benefited from a safer health environment solely through the sacrifices of others.
“To make the media policy work, the government had to play things absolutely straight. When officials knew the answer to a scary question about SARS, they answered it quickly and completely; but when they had no answer, rather than making one up and putting their credibility at risk when this was later discovered, they flat out stated that they simply did not know but would try to find out.
“In Singapore, compliance with all kinds of government policies, not just health measures, is viewed as a personal and community responsibility. It is in the small city-state’s civic ethic that ‘individual rights and inconvenience may be infringed upon to protect the greater good of the public’s health,’ as Prof. Auyash put it. Even so, what seems both notable and possibly transportable to other countries is the cooperative role of the news media in a serious health crisis. Auyash points out that the role of the media is to emphasize symbols of positive compliance. Gestures and symbols, he says, ‘can galvanize a nation’s citizens to act. In short, symbols matter.'”
At the height of the crisis, Singapore even launched a dedicated SARS TV channel. The public service channel, which began in May 2003, was run jointly by Singapore’s three main broadcasters — Singapore Press Holdings, Media Corporation of Singapore and StarHub — and aimed to raise awareness about how to identify symptoms and prevent the spread of the disease.
Everyone was roped in, from educators to entertainers, in the all-out campaign against the invisible but formidable virus. The popular local sit-com Phua Chu Kang, which airs on Singapore’s Channel 5, came up with this hilarious rap video advising viewers the dos and don’ts of SARS.
As Prof Auyash concludes: “Singapore’s communication management around SARS can serve as a guide for future infectious disease control measure…There are major principles learned from SARS in Singapore from which other countries can learn…”
The US Centers for Disease Control (CDC) offered a similarly positive post-crisis judgment. This global defender against infectious diseases has praised Singapore’s aggressive and expansive policy of contact tracing and home quarantine during SARS.
“The bleakest projections about bird flu suggest that more than 300 million people could die from a global pandemic,” says Tom Plate. He adds: “Let us hope that such a number will never be realized simply because nations refuse to learn from the successes of others, simply out of pride, parochialism, ignorance or stubbornness. A pandemic of stupidity can kill people, too.”
So this is how it REALLY started...The World Health Organization (WHO) said this week that the global spread of swine flu was highly likely, and raised its alert level to Phase 5 — the next-to-highest level in the worldwide warning system. It also offered advice on prevention, caring for persons with the flu and how to seek medical help.
“Wash your hands when you shake hands, cover your mouth when you cough,” he said. “It sounds trivial, but it makes a huge difference. If you are sick, stay home. If your child is sick, take them out of school. If you are feeling certain flu symptoms, don’t get on an airplane.”
That’s the basic preventive message that needs amplification and repetition all over the world. While medical doctors and researchers spearhead the public health response, we need the mass media and all communications professionals to support the public awareness response. Flu shots and hospitals alone cannot win this battle.
For the first time in history, we have the means of rapid access to most of humanity. What we now need is clarity of message, credible messengers and sustained delivery.
I see this as an interesting – even if very risky – social experiment on the preventive powers of our 24/7 media and information devices. More than four billion mobile phones are in use, most of them in the developing world. Over one billion people connect to the web. We also have hundreds of radio and TV channels saturating the airwaves. Can these media peddle the right kind of awareness and inspire preventive action faster than the flu virus propagates itself? This is the classic race between education and catastrophe that H G Wells wrote about many decades ago!
We in Asia have some useful experiences from 2003 when the Severe Acute Respiratory Syndrome (SARS) affected much of the region. On that occasion, the media led a parallel front against the pandemic, delivering both preventive messages and helping care for those already infected.
Precisely because rapid response is vital in a situation like SARS and swine flu, it’s the broadcast and online media that can provide timely and up-to-date coverage. It’s too early and too soon to compare media’s role in this crisis with SARS and other rapid-spread public health crisis of the past. Print media can also play a part in spreading general awareness, but they don’t have the speed and 24/7 outreach that we need for covering a crisis like this. Besides, in many parts of the world, newspapers and magazines are struggling to stay in business, coping with a terminal malady affecting their industry.
I just killed a few dozen ‘girls’ before breakfast. It wasn’t always easy or pleasant, and after a while there was blood all over the place. But I feel good about getting them – and I saved an innocent baby in the process, and even helped a researcher doing good work!
Now online: a game we have played over millennia against 'em blood suckers...
The aim of the game is to use the fly squatter to SPLAT mosquitoes before the baby gets malaria. For each mosquito you SPLAT, you score 10 points. For every 100 points scored, advertisers will make a donation to support malaria research projects at the National Institute for Medical Research in Tanzania. We also score 10 points for everyone we invite to play the game – plus there’s a link taking us to an online donation page in case we want to support the research directly.
“It’s quick, easy and fun, and a great way to do your part for one of the most serious global health problems in the developing world,” say the game’s promoters.
Indeed. Nearly 500 million cases of malaria occur each year, resulting in over one to three million deaths (figures online vary enormously on this). Malaria is particularly devastating in Africa where it is a leading killer of children. Every 30 seconds a child in Africa dies from malaria.
The fact is, malaria deaths are entirely preventable with modest investment and spread of knowledge that mosquitoes spread malaria (not everyone knows this, and as I wrote in another blog post, that’s a challenge that educators and broadcasters are now working on).
McLaughlin-Rotman Center for Global Health: Taking anti-malaria campaign onlineBut more needs to be done to engage the Digital Natives in this global public health challenge. It’s not just the exposed people in malaria-prevalent parts of Africa, Asia and Latin America who are at risk. As development economist Jeffrey Sachs has been reminding us eloquently, malaria reduces productivity, increases poverty, weakens people’s bodies and makes them vulnerable to other diseases. In a globalised world, such massive suffering in some parts of the world would quickly manifest in different ways all over the planet.
Little biology lesson: Usually, people get malaria by being bitten by an infective female Anopheles mosquito. Only Anopheles mosquitoes can transmit malaria, and they must have been infected through a previous blood meal taken on an infected person. When a mosquito bites an infected person, a small amount of blood is taken, which contains microscopic malaria parasites. About one week later, when the mosquito takes its next blood meal, these parasites mix with the mosquito’s saliva and are injected into the person being bitten.
Today is World Malaria Day. It’s a day to reflect on an ancient disease that continues to kill and sicken so many people in the majority (developing) world.
Malaria accounts for one death every 30 seconds. Malaria kills more than 1 million people every year. Each year, between 350 million and 500 million people are infected with malaria.
Malaria plagued Europe and North America as recently as 60 years ago. Simple public health measures were crucial to eliminating the disease and helping those regions achieve growth, prosperity and stability. Many countries in Africa, Asia and Latin America have yet to achieve this level of control.
Public health officials have been trying to contain and control malaria for decades, most measures targeting the malaria vector mosquitoes. In recent years, educators have joined hands — for stopping malaria begins with awareness on how it spreads and what simple measures can be taken to prevent it.
The Buzz and Bite Campaign is the creation of Canadian animation producer and director Firdaus Kharas, working with a team of skilled professionals. Firdaus earlier took on another public health challenge, HIV/AIDS, through his highly popular animation series The Three Amigos.
Watch a sample Buzz and Bite Spot (in English, British Accent)
According to the Buzz and Bite website, PSAs have so far been produced in 22 languages, and are being adapted into more. “The goal is to enable a potential reach of 80% of the world’s malaria at-risk population or over 5 billion people in their own language.”
The PSAs are available to any television broadcaster, radio station, NGO, hospital, doctor, community group, university, school, educator or other user, free of charge, anywhere in the world.
Malaria has been eradicated in many parts of the world but continues to thrive and even grow in other parts, especially in tropical areas. “This anti-malaria campaign focuses on sub-Saharan Africa (where up to 90 per cent of all malaria fatalities occur), on South America, and on South and South-East Asia, where the rates of malaria are alarmingly high,” says the website, adding: “Malaria is preventable. The easiest and cheapest way to prevent malaria infection is through the use of long-lasting insecticide-treated bed-nets (LLINs) which can last up to 5 years. This campaign promotes the use of nets.”
There's still time for TV to redeem itself...In the developing (or majority) world, we have been doing it for years: embedding subtle messages on health, environment, family planning or civic behaviour in popular, highly-rated entertainment shows on television.
In parts of Asia, Africa and Latin America, there is a long history of collaboration among non-formal educators, advocacy groups and broadcast companies to mix entertainment with public education — a difficult balance to achieve without putting off viewers who tune in for entertainment. See, for example, my coverage of the BBC World Service Trust’s work in India.
Now, it seems, this ‘edu-tainment‘ approach is also being tried out seriously in the home of ‘soap operas’ or television drama: the United States.
A recent report in the New York Times describes how the Bill and Melinda Gates Foundation is working with video production companies and broadcast networks to shape story lines and insert health-related messages into popular entertainment like the television shows “ER,” “Law & Order: SVU” and “Private Practice.”
Already, the foundation’s messages on HIV prevention, surgical safety and the spread of infectious diseases have found their way into these shows.
The report, written by Tim Arango and Brian Stelter, said: “Now the Gates Foundation is set to expand its involvement and spend more money on influencing popular culture through a deal with Viacom, the parent company of MTV and its sister networks VH1, Nickelodeon and BET.”
They called it “message placement”: the social or philanthropic corollary to product placement deals in which marketers pay to feature products in shows and movies. Instead of selling Coca-Cola or G.M. cars, they promote education and healthy living.
Some viewers in television-saturated US might say: it’s about time! In the past, many American companies producing entertainment content have resisted approaches from social activists to use the mass medium for public good.
In the late 1980s, when I shared some Asian experiences of mixing television drama and public education at an international science communication conference in Spain, American academics and journalists in the audience were intrigued. “But this can never happen in the United States…we keep our education and entertainment separate, and with good reason!” one of them said during question time.
Clearly, those hard attitudes have been changing slowly. As the NYT article says: “The efforts of philanthropies to influence entertainment programming is not new…. The Kaiser Family Foundation, which focuses on health issues, has been doing such work for a dozen years. It has worked story lines about H.I.V. and AIDS into programs on CBS and UPN (now known as the CWnetwork), including the reality show “America’s Next Top Model.”
Left, ABC’s “Private Practice,” and NBC’s “Law & Order: SVU.” The story lines of both shows have spread the health-related messages of the Gates Foundation. Images courtesy ABC & NBC
The Norman Lear Center at the University of Southern California’s Annenberg School for Communication is at the forefront of blending entertainment with public education. “There’s a lot of research that shows that when a character in a series says, ‘I’m going to be an organ donor,’ it’s effective, more effective than giving out a pamphlet,” said Martin Kaplan, director of the Centre.
The Centre has a Hollywood, Health & Society programme that provides entertainment industry professionals with accurate and timely information for health storylines. It organises meetings between health specialists and script writers for entertainment shows – not just drama, but also reality and variety shows.
“Our view is you don’t have to sacrifice entertainment value to be accurate,” Kaplan is quoted as saying in the NYT article.
That’s a view – and experience – shared by TV writers, producers and programme managers from Mexico to South Africa, and from India to the Philippines. In fact, this is an approach the Gates Foundation should consider rolling out in the majority world countries where they are already a key player in selected areas of health and development. Despite the recent spread of broadband internet, broadcast television is still the dominant mass medium – and primary source of news and entertainment – for most people in much of the developing world. That’s billions of eyeballs we’re talking about – and the cost of producing quality entertainment (even with education subtly embedded in some places) is significantly less than in the west.
In short, Gates can get a bigger bang for its bucks on the airwaves in the global South. And there’s really no need to convince TV industry gate-keepers and producers on how edu-tainment works: they’ve been at it for years, using whatever resources they can find.
Open Minds! 