Mobile Audio-Visual Program (MAVP): a channel to reach to the door step of the community with public health priority messages
Mobile Film Program (MFP) is a hallmark of social marketing in Bangaldesh. In the context of rural population’s limited access to mass media, Mobile Audio-Visual Program (MAVP) started its journey in 1980 as an innovative media to reach people of hard to reach and media-dark areas. The mobile van fleet presents audio-visual shows to a congregation of people in rural areas to sensitize them on various public health issues through enter-educative messaging. Even after three decades since start of the mobile film program by SMC and much greater penetration of television across the country, this innovative medium still remains highly effective particularly for two reasons: it reaches pockets of the country that have low mass media access and it brings festivity to the people who are barely exposed to entertainment.
The usual MAVP show is of one and a half hours duration and organized in the evening. After reaching a village, the MFP team make a pre-announcement about the film show for the awareness of the target group. The primary target audience of MAVP is the general population in the rural areas and the secondary audience includes community leaders, local influential people, Govt. and NGO personnel, who can motivate the primary target groups in behavior change.
Eight MAVP teams are now working in rural areas of 19 priority districts of the country where contraceptive prevalence is comparatively lower and child mortality rate is higher. The program also supports the community mobilization efforts in these areas. It contains three short entertaining dramas that convey critical messages on public health priority issues. The first drama is on Healthy Timing and Spacing of Pregnancy (HTSP), the second drama is on the First 1000 Days and the third drama is on Adolescent Reproductive Health. Besides, a number of TVCs on HTSP, 1000 days, Healthy Pregnancy, Family planning products have also been kept in the pipeline for future shows.
At present, SMC operates 08 mobile units conducting approximately 160 shows in a month and on an average about 600 people enjoy each show.