Pilika Pilika goes out weekly on Tanzanian radio networks, transmitted during prime time on the national broadcaster and repeated on local FM stations. It is written, produced, and performed by local people in a studio on the outskirts of Arusha. The edutainment drama is followed by a discussion programme that explores some of the issues raised in the show through the views of rural children, farmers, and a panel of experts.

According to Mediae, partnerships are an important part of the communication strategy. As of this writing, Mediae is sponsored by WaterAid, Femina Hip, and Policy Forum, but has also worked closely with the Department for International Development (DFID), the Natural Resource Institute (NRI), Farm Africa, and others to include themes and messages relating to issues such as agriculture, education, health, hygiene, rights, and some governance issues. One episode dealing with water, hygiene, and sanitation told the story of how Mawazo, a key character, falls into his poorly maintained pit latrine and then has to walk for hours to the river to clean up because the water pump in the village was broken. WaterAid is closely consulted on scripts for the shows and is a regular provider of experts for the discussion programme, which visits communities all over the country in order to gauge the views of a cross-section of the population.

Before the launch of the drama, Mediae conducted two studies of radio listenership patterns and information needs of rural audiences in the region. The organisation, which works in East Africa and specialises in the production of radio and television educational drama, then trained the team from Pilika Pilika.

Natural Resource Management, Sanitation, Rights, Gender

According to Mediae, the average listening figures show that Pilika Pilika reaches around three million people, with each broadcast enabling WaterAid to get messages about safe hygiene practices, good management of water supplies, and sanitation to a broader audience than is reached with their direct project work or by their partners in Tanzania. They also indicate that the show regularly receives a large number of letters and text messages from people whose lives have been changed by messages on the show.