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ICMR Project:Radio DATE (Drug, Alcohol & Tobacco Education)

Radio DATE (Drug, Alcohol & Tobacco Education)
"About 4% tobacco users in Goa and about 6% users in Karnataka quit their habit
after hearing the programme. About 98% to 99% of the listeners expressed that such
programmes should continue."

The project Radio DATE was a collaborative effort of Indian Council of Medical
Research and All India Radio. The acronym DATE stood for Drugs, Alcohol, and
Tobacco Education. The radio programme was in the form of 30 weekly episodes of 20
minutes each. Ten episodes focussed on tobacco, eight each on alcohol and drugs, and
two episodes on legal aspects. The introductory and concluding episodes touched all the
three themes. The episodes were broadcast from 84 stations of All India Radio (out of
104 existing at that time) at prime time, simultaneously in sixteen languages. 
The prototype was developed in Hindi and was sent to selected radio stations of All India
Radio for translation in regional language, as per the specified guidelines. The broadcast
was during a specified time (between 8.00 A.M. and 9.00 A.M. on Sundays, with a repeat
broadcast during the week, generally in the evening). While the name Radio DATE was
used all over the country, different radio stations also coined and used names in local

Evaluation of the reach and effect of the tobacco component of the programme
was carried out through two community based surveys, carried out after the broadcast of
tobacco episodes (which was the first topic to be covered). These surveys were among
persons above 15 years of age in selected rural Goa and Karnataka, where no organized
anti-tobacco programmes were being conducted. 
The surveys showed that the potential listeners of radio comprised 80.4% of the population in Goa and 59.1% of the population in Karnataka. In Karnataka 31.6% of the potential listeners and in Goa 26.7% of the potential listeners, heard at least one of the first eleven episodes (on tobacco). Education was determinant of reach in Goa; while education and occupation influenced the reach in
The mean number of episodes heard by the listeners was 2.6±1.46 in Goa and
2.57±1.13 in Karnataka. The factors associated with listening higher number of episodes
16 included higher education, male sex, non-usage of tobacco and radio ownership in Goa;
and, higher education, radio ownership and caste in Karnataka. Most of the listeners
considered the programme to be very good or good, and felt that it would have effect on
the tobacco users to quit their habit as well as on children to prevent the initiation of
habit. About 4% tobacco users in Goa and about 6% users in Karnataka quit their habit
after hearing the programme. About 98% to 99% of the listeners expressed that such
programmes should continue.....
For details please 


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