To roll out a large-scale advocacy and awareness initiative on diabetes and other NCDs through differentiated media engagement and capacity building of journalists, stakeholders and opinion leaders.
Preparatory stage including mobilisation by national NCD alliance of relevant stakeholders in each country within media, government and civil society some of which are already part of existing networks.Development of memorandum of understanding (MoU) between national NCD alliances and key leading nationwide media stakeholders and broadcasters (tv, radio, newspaper), some of which are already part of existing networks and collaborations. The MoUs shall establish a framework for the partnerships on capacity building and implementation of outlined media and advocacy activities.Roll-out of a wide range of media activities by these national NCD-media alliances including through;Expert appearances and interview on tv and radio, when possible and timely to be aligned with notable policy changes or other critical NCD related eventsNewspaper editorials and columnsDeeper thematic and participatory tv and radio programmes and debatesFocused patient stories in tv, radio and newspaper, incl in connection with WDD, with patients (i.e. ‘advocates’) carefully selected from within patient organisations of the national NCD alliances, andPromote such patient advocates and other NCD material and media content through social media channels.
76 media houses (across six countries) were mobilised and assigned to new NCD media working groups with workshops and monthly meetings held.165 journalists trained within NCDs, and 56 NCD experts trained within media and communication.575 tv/radio appearances conducted, and 1,200 news articles published.2,7 million people reached through the various media campaigns.Enhanced media attention and derived public awareness with a 38% increase in media content on NCDs among media stakeholders involved.