Project profile — Broadcasting for Change: Empowering Young Women Through Media in Tanzania


BBC Media Action
2019-09-24 - 2024-06-28
Global Affairs Canada
WGM Africa

Country / region 

• Tanzania (100.00%)


• Basic Education: Basic life skills for youth (11231) (10.00%)
• Democratic participation and civil society:
Democratic participation and civil society (15150) (30.00%)
Elections (15151) (10.00%)
Media and free flow of information (15153) (25.00%)
Ending violence against women and girls (15180) (15.00%)
• Communication: Radio/television/print media (22030) (10.00%)

Policy marker 

• Gender equality (principal objective)
• Environmental sustainability (cross-cutting) (significant objective)
• Participatory development and good governance (principal objective)
• Trade development (not targeted)
• Biodiversity (not targeted)
• Climate change mitigation (not targeted)
• Climate Change Adaptation (not targeted)
• Urban issues (not targeted)
• Desertification (not targeted)
• Children's issues (not targeted)
• Disaster Risk Reduction(DRR) (not targeted)
• Youth Issues (principal objective)
• Indigenous Issues (not targeted)
• Disability (not targeted)
• Nutrition (not targeted)
• ICT as a tool for development (not targeted)


The project aims to empower young women and girls across Tanzania to make their own decisions regarding their social, economic and political rights, by launching a new iteration of its nationally recognized youth radio show "Niambie" centered on transforming young women and men's attitudes towards women's rights and gender equality. Project activities include weekly radio programmes, daily social media content and live community events that focus on a wide range of women’s rights issues and promoting gender equality. The project also builds connections, linkages and referrals to locally available services that support the social, economic and political rights of young women and girls. The project works to expand the reach of the show’s media content, reinvigorate its audio output, and invest in visual content for social media and television. In parallel, the project trains a new generation of young women and men presenters and producers to lead and develop local sister-shows that promote gender equality and raise awareness on issues affecting women and girls in Tanzania. By working closely with the government, civil society and multilateral organizations, the project also amplifies the gender equality messages of these partners.

Expected results 

The expected outcomes for this project include: (1) strengthened production of gender-sensitive and gender-transformative media that supports the social, economic and political rights of young women and girls; (2) increased supportive attitudes by young women and men towards young women’s social, economic and political participation; and (3) increased use by target audiences of services and resources that support the social, economic and political rights of young women and girls.

Results achieved 

Results achieved as of March 2023 include: (1) 364 local radio programs on issues related to the social, economic and political rights of women and girls produced by local radio stations; (2) 63 media practitioners were trained on gender rights, gender inequality and stereotype; (3) 3.6 million people reached by national radio programs (65% female and 35% male); (4) 91% of total radio magazine program listeners demonstrated knowledge of the rights of young women and girls; and (5) 42% of the audience reported using counselling and advisory services within the last year.

Budget and spending 

Original budget $0
Planned disbursement $1,320,137
Country percentages by sector
Type of finance Aid grant excluding debt reorganisation
Collaboration type Bilateral
Type of aid Project-type interventions
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