- Focus group participants fill out questionnaires
- Focus group participants in discussion
Research
Including audience voices
Femina HIP builds on systematic research and best practices in the field of behaviour and social change communication. Evidence shows that Femina HIP has impact, empowering and inspiring youth and their communities across the country to reduce risky behaviour and change the course of their lives.
At Femina HIP, we are in constant touch with our target groups, ensuring that their questions, needs and VOICES shape the form and content of our media products.
Audience feedback is collected regularly through focus group discussions and surveys. Each month, we receive more than a thousand text messages, e-mails and letters from audiences all over the country. These voices are actively fed back into the production process ensuring that products remain relevant to local contexts and stimulate change processes.
Estimating reach, effect and impact
Another key purpose of our research is to develop a clear and compelling case for reach, impact and effect through various qualitative and quantitative studies.
In 2007, Femina HIP was part of the Tanzania All Media and Products Survey (TAMPS). This comprehensive survey of media consumption in Tanzania proved that Femina HIP’s media products are among the most recognized and consumed in the country.
We estimate that our two recurring magazines Fema and Si Mchezo! per issue have approximately 2.5 and 2.6 million readers respectively. Around 800,000 Tanzanians tune in on our weekly TV talk show and chezasalama.com has more than 28,000 registered users, making it one of the most visited Tanzanian webpages. A recent study suggests that Pilika Pilika Radio Show has more than 5.4 million listeners in mainland Tanzania – and that half of them listen on a regular basis.
As our capacity to conduct large-scale research is limited – and in order to secure impartiality and objectivity – Femina HIP participates in tie-ins with national and international research institutions, including the University of Dar es Salaam. Femina HIP has on several occasions been the object of study for large research projects and will again, staring in December 2009, be the focus of study in a comprehensive, international research called ‘People Speaking Back? Media, Empowerment and Social Change.’ This is a Danida-funded research project exploring questions of participatory governance around civil society driven media platforms in Kenya and Tanzania.
Monitoring
Monitoring progress against our Strategic Plan 2006-2010 (14) is central to measure our performance and guide new strategies. Femina HIP has developed a rigorous monitoring system. Our research and evaluations feed into the organisation’s log frame as means of verification of the target indicators and results, allowing us to assess program performance and use lessons learned when formulating new strategies.
You can download some of our most recent studies and key documents:
- Reaching Millions, Changing Generations: Femina HIP's Role and Impact on the Tanzanian Media Scene (2011), 644 KB
- Femina HIP Annual Report (2009), 2.2 MB
- Femina HIP 2010 Youth Conference Report, 237 KB
- Femina HIP 5-year Strategic Plan, 2006-2010 (-14), 280KB
- Femina HIP Annual Report (2008), 1.3 MB
- One Love – Multiple and Concurrent Sexual Partnerships among Youth in Tanzania (2008), 733 KB
- Resounding the Voices: Letter Writing, Audience Participation and HIV/AIDS Communication for Social Change, 408 KB
- AIDS the new Maasai Lion – An assessment of HIV/AIDS in Masai Mara and Recommendations for a HIV prevention program for Basecamp Explorer Kenya, 404 KB
- Fema Clubs: Promoting Leadership and Change Processes (2008), 325KB
- Empowering Youth for Employment. Study on out-of school clubs and the potential for an expanding agenda (2008), 1 MB
- OneLove Campaign – Youth perceptions of the Bwana Ishi and Tuli sketches featured in Fema TV Talk Show (2009), 1.4 MB
- Watoto Bomba – feedback study on the impact of the Watoto Bomba booklet in Dar es Salaam and Iringa (2008), 114 KB
