Open AccessMedia Arrows Striking the Cancer Scourge
Author(s) -
A. Linda Awebwa
Publication year - 2018
Publication title -
journal of global oncology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.002
H-Index - 17
ISSN - 2378-9506
DOI - 10.1200/jgo.18.15100
Subject(s) - context (archaeology) , public relations , social media , news media , control (management) , stakeholder , political science , business , advertising , computer science , geography , archaeology , artificial intelligence , law
Background and context: Traditional and new media are powerful platforms for shaping public agendas and promoting stakeholder action. The main stream media is a key mode of sharing information that directly reaches different stakeholders in the country. Media needs to be kept abreast of the developments especially in relation to the cancer world. Regular interface between media practitioners, cancer control advocates and champions facilitates building of synergies and momentum to push for the implementation. Additionally journalists need skills and information tools reinforcement particularly in the area of cancer control which is a relatively new subject in the development discourse. Aim: Equip journalists from the national as well as regional media houses with information on the provisions of cancer control and the rationale behind the provisions. Strategy/Tactics: Cancer control: building alliances and networks in the media for cancer support and control, through activities such as monthly media dialogues and engagement. Program/Policy process: There was a survey done at the start of the project. It enabled us understand the level of knowledge that the media had on the issue of cancer and cancer control. It also helped us know how far the media could reach in lines of cancer control. These enabled us know what is needed for us to fully use the media in this cancer fight. Outcomes: We reached more than 1000 journalists from over 100 media houses spread across the country. And through these media houses we have reached over 2,500,000 people who are part of the audience of the media houses. We have more than 30 in-depth stories in the broadcast and print media. We have offered fellowships to more than 15 journalists, held one-on-one meetings with more than 30 producers, editors and other managers. We have conducted more than 50 media dialogues and generated a database of over 1000 individuals in our tobacco control outreach efforts. What was learned: There is more need for media engagement and education. Media is one of the outlets where cancer information can be shared and you are sure that even the people at the grassroot are able to get the information.