Radio is emerging as a powerful tool toward environmental change in Kenya and Tanzania, with a new study revealing that nearly nine in ten listeners have taken steps to protect or restore their environment after listening to radio programs promoting sustainable practices.
The study, conducted by BBC Media Action in collaboration with WWF Kenya, WWF Tanzania and other partners, found that 89% of listeners had taken action in response to information received through radio programs. Additionally, 86% reported engaging in environmental protection activities either ‘most of the time or sometimes’, compared to 68% of those who had not listened to the programs.
Other findings revealed that 68% of listeners felt very well informed about environmental issues, compared to 43% of non-listeners. Additionally, 72% of listeners acknowledged having a personal responsibility to care for their natural surroundings, compared to 54% of non-listeners. The study also established that news features and talk shows were particularly effective in improving knowledge, with 78% and 74% of their respective audiences reporting feeling very well informed about practical measures to address environmental degradation, compared to 52% of those exposed to public service announcements.
The study was implemented through the Reversing Environmental Degradation in Africa and Asia (REDAA) project, a collaborative initiative supporting locally led research and action for nature restoration and climate resilience. It assessed whether exposure to the radio programs was associated with improved knowledge, positive environmental attitudes, and the adoption of sustainable land management practices.
The findings were shared during a webinar jointly organized BBC Media Action and ISAAA AfriCenter and hosted on the Africa Science Dialogue. The webinar highlighted the role of radio in strengthening environmental awareness, shaping public attitudes and inspiring community-led responses to environmental challenges.
The study population consisted of 300 participants – 150 who had been exposed to the radio programs and 150 others not exposed. Within the exposed group, an equal sample size of 50 participants was selected for each radio format. Only participants aged 18 years and above were eligible for inclusion.
The assessment focused on Maasai communities within the southern Kenya–northern Tanzania landscape, where unsustainable food systems, overgrazing and climate change continue to threaten livelihoods and natural ecosystems.
In the study, BBC Media Action partnered with three (3) local radio stations all broadcasting in local Maa language: Sidai FM (targeting listeners in Narok county, Kenya); Maiyan FM (targeting listeners in Kajiado county, Kenya) and ORS FM (targeting listeners in Longido district, Tanzania).
These radio stations produced and broadcast over 330 radio programs using three different media formats: a live talk show, news features and short public service announcements (PSAs) and provided audiences with practical ways to reverse food-system-led environmental degradation and build resilience to climate change.
Further, the findings highlighted the importance of credible technical experts, local languages and interactive programming in building audience trust and encouraging behavioral change.