What does and does not work in using communication to help people respond to and recover from disaster? This research report aims to address the lack of systematic learning around humanitarian broadcasting in emergencies using insights from BBC Media Action’s own monitoring and evaluations of four specific case studies. It finds that mass communication programming is effective in reaching a large number of people with practical information but that context-specific information is also valued and requires local partners.
This report seeks to contribute to learning and the research base by looking mainly at a specific strand of communication interventions: mass communication programming – broadcasting that can reach millions of people when disaster strikes. Four case studies form the basis of this report: the 2015 Nepal earthquake; the 2014– 2015 response to the Ebola epidemic; the 2014 Gaza conflict; and the ongoing Syrian refugee crisis. The re-analysis of the evaluations from the four case studies uses the OECD/DAC evaluation criteria. The report also provides an overview of the key literature and terminology, reviews the ethical and practical challenges of carrying out effective research in this context, and outlines BBC Media Action’s research approach.
Findings
- Mass media broadcasting is most effective at providing practical information that can be universally applied, such as information about the situation, what to do and how to protect yourself and your family. However, it is less effective at providing more context-specific, localised follow-up information that people also need/want.
- The psychosocial impacts of mass media communication – helping those affected feel more connected with others going through the same experience – can be critical in enabling people to respond effectively to a crisis.
- Engagement, access and trust are key to a programme’s effectiveness. People in crisis place an especially high value on information they can trust. Verifying the trustworthiness of information, which normally involves having strong relationships with local actors and humanitarian responders, is paramount.
Implications
Mass-scale media is wide-reaching and can cover diverse topics. For this reason it well-placed to share universal, practical information. However, the report also highlights that in order for mass-scale media to continue to be effective and meet needs at the local level, partnerships with local media, and between broadcasters and humanitarian agencies is central to ensure that:
- listeners can stay informed when issues are followed-up (particularly around holding decision-makers to account);
- localised information is shared appropriately and with accuracy;
- community perceptions of the legitimacy of information remains strong;
- local people are able to use their voice and are able to make connections with others in the crisis;
- the importance of psychosocial outcomes are not underestimated.