Media Advocacy: Blood Recruitment Case Study(Kenya)KNBTS and HWWKADRP Presentation: May 2011Fridah McharoOverviewBackgroundLocationCurrent SituationRecruitment in KenyaPopulation of Kenya in relation to blood donationMedia Advocacy and Blood DonationWhat is Media Advocacy?Media campaigns on blood donation in KenyaMedia campaigns during holiday monthsImpact of media campaigns on Mobile Donor Sessions during the Holiday Months 2010Conclusions and Recommendations

Population 38,610,097

(Kenya National Bureau of Statistics, 2009)3Kenya known for athletics

Regional Blood Banks in Kenya

Current Situation NBTS estimates Kenyas annual need for blood to be 200, 000-250,000 units. Collection is about 130,000 units. There is a deficit of about 70,000-120,000 units annually.However WHO recommends 10-20 units of blood per 1000 population which would put Kenyas need to a minimum of 380,000 units annually.PopulationAs mentioned earlier Kenyan population was at 38,610 097 according to Kenya National Bureau of Statistics 2009.

Potential Blood donors Population 15-64 yearsSecondary School: 1,796,467Adult:18,888,533Actual Blood Donors in 2009Secondary School: 88,590Adult:35,429Comparison between Youths and Adult Donors HWWK and Blood donationHOPE worldwide Kenya (HWWK) is a faith-based - Non Governmental Organization, mandated by Kenya National Blood Transfusion Services (KNBTS) to recruit blood donors from the adult population within the Central Business Districts across the country, and from Faith Based Organizations and Communities.

Media Advocacy and Blood DonationFor purposes of this presentation Media Advocacy is defined as the strategic use of mass media as a resource to advance a social or public policy initiative (Jernigan and Wright, 1996.)Types of Media Advocacy strategiesElectronic MediaTelevision: Documentaries, Advertisements, TV talk showsRadio:Advertisements, Radio ShowsInternet: Social networks including facebook, twitterPrint Media Newspapers MagazinesHighlights of Media Advocacy in Kenya.

Partnering with corporates to create documentaries. Bloodlink Foundation and Safaricom documentary that won the organizational ADRP award 2007.TV Talk shows.Radio Advert.Print Adverts

Radio Adverts

Female Youths

Male Youths

Coastal Population

HWWK and Media Advocacy

HWWK together with Internews, KNBTS, CDC and WHO sensitized journalists in Nairobi on blood donation and transfusion needs in Kenya in 2008.The journalists in turn advised the blood donor program on the importance of coming up with success stories that are newsworthy.FBO leaders sensitizationHWWK trains FBO leaders and they in turn educate their people on blood donation. Faith Based radio stations made announcements of Blood Drives that were due to occur in their FBOs. This include Hope FM, Radio Iqra and Waumini RadioTraining of Imams in Mombasa

Media Advocacy in Holiday monthsAugust 2010HWWK at Capital FM Radio

December

Fixed Donation site August 7th Memorial Park

No. of units collected in 2010

Output in holiday months 2010ConclusionWHO recognizes media advocacy as a prime arena for contesting public policies.

Other FindingsAggressive impactful media advocacy can change behavior of a community.It can influence government policies on health issues. It requires both affirmative and aggressive advocacy. Advocacy campaigns sometimes resemble political campaigns. This requires budgets. Unfortunately, most of the blood safety work in Kenya is funded from external sources. Recommendations

Lobby the Kenya government to increase blood safety funding in its fiscal planning Partnership with private entities to promote blood donation. A win-win situation is created for the firm and blood donor program. Partner with Media houses as part of their CSR to promote blood donor agenda. Special blood donor days can be used as a platform for media advocacy.

Recommendations ContdInvolve journalists to promote blood donation agenda in both electronic and print mediaUse of social networks including face book , twitter and others to promote blood donation among the youthMEDIA IS A CRUCIAL RECRUITMENT TOOL. LETS STRIVE TO USE IT.FINALLY,AcknowledgeCDCWHOINTERNEWSPSIKNBTSHWWK

THANK YOUSheet1MonthsNairobiNakuruEldoretEmbuMsaKisumuTotalJanuary549132268145261,120February817885264981302,059March6151932068361261,976April5609329916968May788982841011,271June67896293161,083July72422250951031,563August1,1621304898152341,975September8880243247821511,611October8500206053344November504016604960779December4970405621101551,229Total7,8671,0523,6882,00281355615,978

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