When media works to build trust Burundi
When there was acute danger of the Rwandan genocide spreading to Burundi, Search for Common Ground set up a soap opera on local radio to counteract the hate radio that had inflamed Hutu against Tutsi and vice versa. One hundred and fifty episodes - weekly over a period of 4 years - led to an 87% listenership and managed to change the definition of a hero to one who had saved someone else’s life, rather than taking it. The cost for such a soap opera was $75,000 .
Source: Scilla Elworthy,"psy.sec or how psychological security can be the most effective route to peace," June, 2008 Endnote: See http://www.sfcg.org/Programmes/burundi/programmes_burundi.html