The role of media in driving change at the local level – Sonia Whitehead

The question at the heart of this talk is a simple one: can the issue of climate change deeply resonate with new, previously unreached audiences? An analysis of two programmes – a local community radio programme in Tanzania and a TV reality show in Bangladesh – show that a nuanced and responsive approach, where media content has been designed with a strong understanding of people’s needs has had success in breaking down the issues around climate change adaptation in a way that engages people. This is a critical contribution to the ever-present need to mobilize support, force changes in public priorities and policy and increase awareness.