Using the medium most used by Thai people, local radio, this dramatic radio project reached all 76 provinces of Thailand with felt need messages in dramatic format. Topics for the series of 25-minute dramas were chosen based on research, addressing problems within Thai society deemed problematic by Thais – debt, budgeting, AIDS/HIV, raising children, husband-wife relationships. It resulted in many letters some of which say the NTL is the only radio drama that deals with family issues!
Objective: To reach Thais with felt need messages using a dramatic entertainment-education radio methodology.
Background: Thai people are heavily involved with soap opera type radio and TV programming. One of the key research findings in a 2000 study done in North Thailand and the 2002 Bangkok study is that radio is a prime medium that Thai people use.
Implementation: Personnel involved in strategy and script development included Professor Daniel J. Henrich and media consultant Gerald Davis along with Thai writer SomkitB. Thai producer Manop Moonsri was the key liaison with GATHIP, a commercial radio production group that records the scripts and distributes them as part of the programming they sell to AM & FM stations in Thailand. Over 31 radio stations aired Never Too Late. Listeners sent letters to GATHIP and the individual radio stations and many stations repeated episodes without payment.
Goal:
The use of a staged follow-up process with cell phone text messaging as well as email and postal mail ensured that listeners were drawn into the programs and identified with the characters.
What was planned but not completed due to funding issues:
- Printed materials a text messages of wise sayings of the day
- Establishment of radio program listener groups that would hav become community support groups discussing the felt need issues addressed in the drama.
- Original music is being recorded that is becoming popular and much requested by listeners.
