Taking to the Airwaves with a Radio Drama Series
Even though Building Markets has been in Liberia since 2011 and is working with over 2,200 businesses, not that many ordinary Liberians have heard about us or our motto: Buy Local, Build Liberia. Our services are geared to business owners and managers, but it is just as important to create an environment that encourages all Liberians to take businesses seriously in order to grow. This requires a change of mindset in all Liberians to the way business is done.
Our Buy Local, Build Liberia awareness campaign is a first step in creating this sea change. Our first target? Radio.
40% of Liberia’s population is illiterate. In a national survey conducted in 2008 less than a quarter of Liberians said they read a newspaper or watched TV at least weekly. Yet 91% said they listened to the radio at least weekly. In Building Markets own experience, we’ve worked with business owner and managers whose reading and writing skills are quite low.
Given all of this, it makes sense to turn to radio. We created a drama series of five episodes to play on various radio stations. So far, these can be heard on Truth FM in Monrovia, Voice of Firestone in Monrovia and Margibi and Bong Counties, and on local radio stations in Nimba, Grand Bassa, Sinoe and Maryland Counties. Spoken in Liberian English, each drama talks about a different service that Building Markets offers. Though it’s geared primarily toward business owners and managers in Liberia, any Liberian will get the message. Purchasing from Liberians that are serious about business will not only help those businesses grow but will also help make the entire nation more competitive.
Listen to each drama below.
1. Online Supplier Directory and Tender Distribution Service
3. Market Research
5. Communications and Advocacy