SSDI-Communication took full advantage of the wide and enthusiastic popularity and accessibility of radio in Malawi to promote healthy behaviors and the Moyo ndi Mpamba brand. Its radio-based initiatives took three forms: a year-long radio serial drama, two reality radio magazine programs, and annual “national dialogues.”
SSDI-Communication’s radio-based initiatives had a profound impact on their audiences. Cumulatively, the three initiatives prompted listeners to send over 25,000 SMS. SSDI-Communication’s endline survey found that 57% of men and 33% of women had heard one of the Moyo ndi Mpamba radio programs.