Shujaaz messages 'made to stick'
18 February 2011

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An analysis of text messages received from ShujaazFM readers and listeners provides strong evidence that the comics continue to be read and have impact up to 10 months after publication.

Each month around 2000 text messages are received by ShujaazFM - most addressed to the popular character Boyie aka DJB. Whilst most of these are simple greetings and words of appreciation, some relate to specific stories and topics covered in the monthly comic Chaptas and associated radio programmes.

The ShujaazFM team has recently analysed the text responses received from readers during December 2010 and January 2011, identifying those which referred to specific topics and seeing how long ago these were featured.

Click the image above to enlarge

As the graphic shows, although slightly more texts are received in response to the latest issue, the rest of the responses are remarkably well spread over the previous 10 months.

Rob Burnet of Shujaaz said:

"We've been through all the messages received in December and January and wherever there was a concrete reference to a Shujaaz story, we've allocated the message to the relevant Chapta of ShujaazFM.

Where there was ambiguity we tried phoning to check, which clarified several cases. In the few cases where we have been left with a choice of allocating a message to two possible Chaptas (gangs, for example, have been featured in several stories and are often commented on by SMS) we have allocated these to the more recent Chapta.

This seems to indicate that our audiences are referring again and again to the comic books - and/or that new readers are picking up the comics and responding to them anew."

Keith Sones from the communication team at RIU said:

"This suggests that comics are 'sticky' and that they are continuing to influence behaviour months after the date of publication. This has significant implications for development organisations and companies who wish to get their messages to young people and their communities. It also means that comic represent even better value in terms of media buying than we had dare hope."

Comments from readers included:

Chapta 1 - growing vegetables in sacks
"Hey DJB you inspire me a lot! Behind my bedroom I planted skuma [kale] in a sack. I'm doing well."

Chapta 2 - feeding chickens termites
"That story of termite traps helps me get 150/= per day". Chichi from Narok

Chapta 3 - fruit drying
"Hey DJB thanx kwa kida ya kudry fruits". JK from Athi

Chapta 4 - new variety sweet potato
"I learned and then I helped my parents with your story of sweet potato vines"

Chapta 6 - seed soaking
"I started to soak seeds, they grew very quickly after being soaked..."

"I tried soaking my seeds, and it has really saved a lot, I harvested before the season ended..."

"soaking seeds - it does justice, it speaks the truth, it has mercy on the underprivileged..."

Chapta 9 - new maize varieties
"Hi DJB my mum was angry when I bought the new varieties but she bought me a soda on how fast it growed. THANX DJB"

"Hi DJB me and my parents have planted new maize varieties and we're waiting for a good harvest". GT Thika