Common problems
Using audio for advocacy case study: Radio Spots Campaign (Brazil)
In 2002, TI Brasil1 asked a São Paulo-based radio station to regularly air short anti-corruption spots aimed at awareness-raising and behavioural change. The initiative — called “Say No to Corruption” — airs radio spots four times per day, two during the prime time noon news programme. At least nine other Brazilian radio stations approached by TI Brasil replicated the initiative soon thereafter. According to the creators, the tool was only possible because TI Brasil wrote the spots themselves. To inform an even larger audience about the campaign, they also asked about 800 people (200 of whom are journalists who are informed on a weekly basis about TI Brasil’s activities) to tell other people in their communities about the campaign.
Local organisations in provinces were also invited to take part in the initiative. There were no costs involved as the TI Brazil managed to reach the pro bono cooperation of their media allies and partners.
Here are a few common mistakes to avoid!
Straying from your plan
Getting lost and creating something very different from what you planned can be a common problem in creating audio because there are many factors that are not always under your control. For example, an interviewee may not be saying exactly what you expect them to say, may be less articulate than you hoped, or background sound may have given you a problem.
Not going with your gut instinct
Go with your gut: if it sounded good to you first time then it will sound good to your listener. It’s a common mistake to ignore these feelings when you need to include more content or topics. But if it does not sound right you should not use it. If you need to, use narration rather than trying to stretch or mixed up sounds that just do not work. ‘If in doubt, leave it out’ is an old saying in radio broadcasting that every new producer is taught.
Producing earnest but boring content
A common mistake is to make earnest, dull audio pieces, especially if the issue in focus is particularly serious. Just because the topic is serious does not mean the audio piece needs to be dull. Use music, sound effects, and actuality (background sound) to spice it up. Un-attributed clips of comments by people on the street — called “vox-pops” — are popular in broadcasting and can give any piece colour and diversity.
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