First Steps

Working in partnership with RNK, the BBCWST provided a radio call-in studio and training in return for free airtime. In terms of mass media behaviour change communication, organisers claim, call-in shows are the closest programme makers get to their audiences. They are cost-effective, virtually free to access (First Steps telephones the callers back), and give people a voice that is heard by many others in their position. Organisers have worked to move away from the question-and-answer format that prevails in other call-in programmes in Cambodia. They indicate that the choice of presenters was crucial - they needed to be confident, natural communicators with enquiring minds.

Gender concerns figured prominently in the development of the programme. Organisers note that women in Cambodia are excluded from the media to a large extent; one of the programme's objectives is to create a women-friendly space where women can talk to other women about their experiences. To support this aim, the production team and two presenters are all female, as are the women answering the telephones. For every programme recorded, organisers develop a caller profile which monitors the age, gender, and location of callers along with their question and comments. The programme is not exclusively for women, as 40% of callers are male (though most Cambodian call-ins get at least 70% men).

First Steps is broadcast in Khmer across Cambodia on Sundays at 17.30 on RNK AM918. Organisers worked to vary the content in an effort to keep the programme fresh and entertaining. Family topics, social issues, and entertainment issues are all covered; 70% of the content is health or relationship-related. Health priorities include diarrhoea, acute respiratory infections, nutrition, natal care, and HIV/AIDS issues. This content is consistent with a carefully planned message brief, devised with the campaign working group, which brings together government and non-governmental organisation (NGO) health experts. The programmes are evaluated by an audience panel using focus group discussions.

Health, Women, Children, Gender.

The numbers of callers has increased each week. At first, organisers averaged around 20, and (as of June 2005) were up to 50 calls per week. As of May 2006, the programme had received nearly 4,000 calls in the year and a half since the programme was launched. Organisers map the age, gender, and location of callers to help get a clearer picture of their intended audience.