:: Pakachere
Pakachere is a branded, mass-media communications initiative aimed
at re-aligning social norms, behaviours and attitudes to encourage adoption
of healthy behaviour practices. Pakachere utilizes radio, television
and print to attain its objectives. Although the main focus of Pakachere is
HIV/AIDS prevention, the initiative covers other issues such as domestic
violence, bullying in schools, and housing problems. Pakachere is
aimed at reaching all Malawians, especially those in rural areas, with many
of the topics discussed having broad and universally relevant appeal.
The initiative has been undertaken in collaboration with the Soul City Institute for Health and Development Communications, with its multi-media approach based Soul City 's popular model of 'edutainment'. Malawi is one of eight southern African countries to be included in Soul City 's regional expansion project. The expansion aims at promoting the 'edutainment' model while building the capacities of the participating countries in the management and development of effective multi-media communication campaigns.
Pakachere is producing and distributing a full-colour, easy-to-read booklet entitled ' Living Positively with HIV and AIDS'. The target audience for the booklet is the general population. The booklet was selected at a stakeholder's workshop on June 12, 2002 . An estimated 2 million copies are being printed in three languages, Chichewa, Chitumbuka and English proportionately.
Television
Pakachere is producing a television talk show through Kings Multi-Media
Productions. The talk show brings Malawians together to discuss various issues
that affect both health and other issues - ranging from HIV and AIDS, to
domestic violence, bullying in schools and housing problems.
Each week's show includes a segment of an episode from a popular Soul City drama
series that deals with HIV/AIDS. Emerging themes from the Soul City series
are discussed in a Malawian context. Guest speakers include government officials,
health experts, civil society leaders and affected individuals. Audience participation
plays a big part in the show's success.
Radio
A Pakachere radio drama show is planned, to be adapted from Soul City 's successful format.
