The Role of EFM Radio’s ‘Mziki Mnene’ Campaign in Creating Awareness on the Importance of COVID-19 Vaccines in Tanzania.

Martini M., Amani (2025) The Role of EFM Radio’s ‘Mziki Mnene’ Campaign in Creating Awareness on the Importance of COVID-19 Vaccines in Tanzania. Masters thesis, The Open University of Tanzania.

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Abstract

The research aimed to evaluate the contributions of EFM Radio’s Mziki Mnene Campaign in creating awareness regarding the importance of COVID-19 vaccinations in Tanzania. The specific objectives included investigating the content of EFM Radio’s Mziki Mnene Campaign in fostering awareness regarding the significance of COVID-19 vaccinations; assessing the extent to which Mziki Mnene aided in promoting awareness of COVID-19 in Tanzania; and analyzing the challenges faced by EFM in executing the campaign. The research was informed by the agenda-setting theory, utilized in conjunction with constructivist philosophy and a case study methodology. The population under consideration comprised 123,441 individuals, from which a sample size of 103 was derived utilizing two distinct sampling methodologies: simple random sampling and purposive sampling techniques. The collection of data was conducted through the utilization of questionnaires, interviews, and the examination of relevant documents. The principal discoveries indicated that the Mziki Mnene campaign of EFM Radio significantly contributed to raising awareness regarding the importance of COVID-19. The use of expert discussion, local storytelling, real-life testimonies and interactive street dialogues ensured that the campaign resonated with urban, Peri-urban and grassroots communities. By incorporating music, cultural elements and social issues, Mziki Mnene successfully made vaccinations a mainstream topic of discussion rather than just a health directive. This study recommends that to improve the effectiveness of public health campaigns like Mziki Mnene, future initiative should focus on expanding outreach beyond urban areas by utilizing community radio stations, mobile outreach teams and local influencers. Keywords: EFM Radio, Mziki Mnene Campaign, Covid 19 Vaccinations

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