Local Resource Mobilisation Through the Media

Valuable lessons learned
1. People living in urban environments tend to be ignorant of the gravity of the sufferings rural people face.
2. People are ready to respond positively if well-informed about certain issues or areas of concern.
3. A television programme is the best way to deliver messages effectively — seeing is believing.
4. A TV programme can be a powerful way of promoting one’s cause or raising resources — but can be expensive. It can be extremely successful in raising resources at the time of disaster or when an issue has hit the headlines. The information will reach people at a time when you know that something needs to be done — and you are offering them a way of helping.
5. Assistance, however small, gives a big relief to those in a desperate situation.
6. There are untapped local sources that can contribute to the improvement of people’s living conditions.