Media campaigns promote Millennium Development Goals in Moldova
A roundtable took place last November in Chisinau, Moldova, to discuss outcomes of the regional media project, implemented by the Association of Independent Press (API) with the support of UNESCO's Moscow Office, in the framework of the International Programme for the Development of Communication (IPDC).
The project, Strengthening Regional Media Community in Moldova, aims to reinforce the capacity of regional media to cover and analyze themes linked to the achievement of the United Nations Millennium Development Goals (MDGs) in the Republic of Moldova. Its overall goal is to develop community media, enhance professional capacity and promote media pluralism.
Training workshops for media professionals, reinforced by the intensive media coverage of MDG-related issues, were organized in five selected regions of Moldova and focused on the promotion of the following Millennium Development Goals:
- eradicating extreme poverty and hunger,
- ensuring environmental sustainability,
- reducing child mortality,
- improving maternal health, and
- achieving universal primary education.
In total, 20 journalists were trained; close to 50 articles and TV or radio reports were released and published.
Apart from providing the information on the existing problems, related to the implementation of MDGs, to the local communities, the media campaigns included a variety of activities. Thus, Glia Drochiană newspaper and Drochia TV television channel produced a campaign aiming at improving maternal health and reducing child mortality. The partners organized thematic contests for pupils, broadcasted talk-shows and promotional videos, printed and distributed informational posters to women and their families, etc. As a result, during the first ten months of 2009, infantile mortality in Drochia district was cut down from 9 to 3 per thousand, as compared to the same period of the last year.
Media coverage generated in the framework of the project achieved the main goal - to raise public awareness and engagement - and led to concrete results. In Soroca town on 1 September five children from vulnerable families went to school equipped by books and school stationery donated during the campaign. In Nisporeni town local authorities promised to provide the vulnerable family, protagonist of the video promoting MDGs, with a flat. In Cimişlia several successful ecological raids on waste evacuation were organized. Summing up the best practices, a handbook on DVD for regional journalists aimed at raising awareness regarding the implementation of MDGs was produced and distributed.
To conclude the project, an independent jury composed of journalists and non-governmental organization leaders awarded the initiatives implemented by the journalists from Glia Drochiană and Drochia TV with symbolic prizes.
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