Butir Butir Pasir Di Laut - Indonesia
Program Objective:
To promote family planning.
Description:
Butir Butir Pasir Di Laut ('Grains of Sand in the Sea') portrays the life and work of a cast of regular characters, who include doctors, nurses, health workers and community members. The show illustrates how commercial and government entities working together can use radio to encourage family planning. It began in 1977, jointly sponsored by Indonesia's National Family Planning Coordinating Board (BKKBN); the government radio network, Radio Republic Indonesia (RRI); and P.T. Richardson-Merrell, which markets Vicks products in Indonesia.
Richardson-Merrell paid more than half the costs of developing and producing the soap opera and presented three advertisements with each episode of Butir Butir Pasir Di Laut on private radio stations. The government broadcast service produced the program and also aired it on government stations, where Richardson-Merrell received an acknowledgement of sponsorship. In the mid-1980s, Richardson-Merrell left the project, which continued under the direction of the BKKBN and RRI. In addition to broadcasting the serial over the airways, mobile units carry tapes of the programs to rural areas to play for local audiences. Tapes are also lent to local groups, women's clubs, hospitals and mosques for playing to members or employees.
Many letters received from listeners showed a high level of interest and approval in the program; during at least part of the show's life, a segment following every third episode answered questions mailed in by listeners.
No formal evaluation of Butir Butir Pasir Di Laut has been carried out. Nevertheless, Richardson-Merrell , maintained support for several years because the company attributed increased sales of Vicks products to the program.
Location:
Indonesia
Dates:
1977-present
Project Cost:
Not available
Agencies Involved:
Indonesia's National Family Planning Coordinating Board (BKKBN)
Radio Republic Indonesia (RRI)
P.T. Richardson-Merrell
Media Used:
15-minute episodes of the radio serial Butir Butir Pasir Di Laut, aired six times weekly; by 1989, some 3,500 episodes had been broadcast
To promote family planning.
Description:
Butir Butir Pasir Di Laut ('Grains of Sand in the Sea') portrays the life and work of a cast of regular characters, who include doctors, nurses, health workers and community members. The show illustrates how commercial and government entities working together can use radio to encourage family planning. It began in 1977, jointly sponsored by Indonesia's National Family Planning Coordinating Board (BKKBN); the government radio network, Radio Republic Indonesia (RRI); and P.T. Richardson-Merrell, which markets Vicks products in Indonesia.
Richardson-Merrell paid more than half the costs of developing and producing the soap opera and presented three advertisements with each episode of Butir Butir Pasir Di Laut on private radio stations. The government broadcast service produced the program and also aired it on government stations, where Richardson-Merrell received an acknowledgement of sponsorship. In the mid-1980s, Richardson-Merrell left the project, which continued under the direction of the BKKBN and RRI. In addition to broadcasting the serial over the airways, mobile units carry tapes of the programs to rural areas to play for local audiences. Tapes are also lent to local groups, women's clubs, hospitals and mosques for playing to members or employees.
Many letters received from listeners showed a high level of interest and approval in the program; during at least part of the show's life, a segment following every third episode answered questions mailed in by listeners.
No formal evaluation of Butir Butir Pasir Di Laut has been carried out. Nevertheless, Richardson-Merrell , maintained support for several years because the company attributed increased sales of Vicks products to the program.
Location:
Indonesia
Dates:
1977-present
Project Cost:
Not available
Agencies Involved:
Indonesia's National Family Planning Coordinating Board (BKKBN)
Radio Republic Indonesia (RRI)
P.T. Richardson-Merrell
Media Used:
15-minute episodes of the radio serial Butir Butir Pasir Di Laut, aired six times weekly; by 1989, some 3,500 episodes had been broadcast
Sources
Gilluly & Moore (1986) Singhal & Rogers (1989) The Use of Mainstream Media to Encourage Social Responsibility: The International Experience - The Henry J. Kaiser Family Foundation - Prepared by: Jennifer Daves and Liza Nickerson - The Media Project
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