Authenticity and context reinforce effectiveness of coronavirus prevention messages
As more and more songs from the “Juntos Somos + Fortes” initiative are being played on radio, television and social media, many people are starting to learn the songs and sing along with them. The initiative is part of a broader Covid-19 communication campaign funded by Norway and features Mozambican musicians singing songs with coronavirus prevention messages in local languages. The initiative releases new songs on a different theme every week and has now entered a phase where listeners have started to record themselves singing the songs and post the recordings on social media. “It was our intention to raise awareness through music, so that people could remember and share the prevention messages more easily, and we are now seeing that happening,” says Isabel Jorge, h2n project manager. In parallel, the musicians are also recording a series of music videos for the project. “In the songs and the videos, we try to connect to people’s lived reality and immediate environment,” says Isabel, who stresses the importance of using language, terminology and context that people can relate to. “We have observed that much of what advertising agencies produce is disconnected from people’s daily lives,” says Sergio Chusane, who thinks that this makes their messages less effective. “When you hear some of the public health announcements, you can understand that they are made by people who are used to selling consumer products and do not know how most people live,” says Chusane, who wishes to see h2n close to its target audiences. h2n, which is primarily supported by Norway, works extensively with community radios, produces community videos, broadcasts the “Saude e Vida” television program on health and wellness, facilitates youth engagement hubs and pursues a rapidly expanding gender equality agenda.