Mass Media Based On Audience Research Cambodia Health Education Media Services (CHEMS): The international impact of Especially for You, Young People
CHEMS was established by the British-based NGO Health Unlimited in 1998. Its primary focus is to disseminate sexual and reproductive health (SRH) information and advice to young people through interactive broadcasts and print media. To reinforce key SRH messages, CHEMS produces youth-oriented multimedia campaigns using television and radio, print and community theatre, such as the interactive one hour-long radio show Especially for You, Young People, broadcasted on local and national radio.
In a friendly, informal format the show presents social and health-related topics followed by discussion with listeners who wish to share experiences, ideas or questions. Young people can telephone or write to the show for advice on sexual and reproductive health issues. Until June 2006, the show had two presenters, an older women, Auntie Meardey, who fulfilled the role of an agony aunt with whom young people would feel comfortable discussing their most private concerns, and a young man, Brother Vuthy, with whom young people, particularly men would feel happy to discuss sensitive issues. The show is supplemented by on-air counselors and guest speakers, such as hospital directors, ministry representatives and the Director of the National AIDS Authority.
A bi-monthly agony aunt column in one of Cambodia's most popular youth magazines complements the radio show. The column discusses issues covered on the radio show and thus helps to reinforce the shows messages as well as providing readers with a reference point for SRH information.
One Tuesday morning in 2005, Auntie Meardey, one of the presenters of Especially for You, Young People answered, live on FM 95, a phone call from overseas. The call was from Chamnan a young man from Cambodia who had traveled to South Korea to find work. For the last couple of weeks, Chamnan had experienced some worrying personal symptoms. Chamnan did not speak Korean and was nervous about going to a doctor. One day, Chamnan came across an old copy of Popular magazine belonging to another migrant worker. Popular is a Cambodian publication that enjoys a high level of readership by young Cambodians living overseas. In the magazine Chamnan saw Auntie Meardeys column and the phone number for Especially for You, Young People. Chamnan explained his symptoms to Meardey and she urged Chamnan to go to a doctor. She explained that the language barrier would not be a problem but that Chamnan needed to get medical attention. She also explained about safe sex, using condoms and that Chamnan should tell his sexual partners to get treatment.
A few weeks later Auntie Meardey received another call from Chamnan. He told her he had gone to the doctor, had been diagnosed with a sexually transmitted infection and was undergoing treatment. In the meantime he had contacted his family in Phnom Penh and requested that they send Popular magazine to him in Seoul on a regular basis.
CHEMS received support from the EU/UNFPA RHI programme from 2002 to 2003 and RHIYA has been supporting the show since January 2004. RHIYAs contribution ended in June 2006, although the show continues with support from the UKs Big Lottery Fund. Through its focus groups and youth networks it is estimated that well over 850 young people are reached regularly. This form of audience participation is unique in Cambodia and allows young people to contribute to CHEMSs media output in a very active way. Best described as listener groups (EU/UNFPA 2002), these focus groups contain young people who receive basic training in sexual reproductive health issues, as well as communication, advocacy and media skills, and are expected to generate discussion about the issues raised in Especially for You, Young People among their friends, communities and families.
Adapted from CHEMS- Can you keep a secret? Sharing thoughts on sex with one million listeners.
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