Case study

Working with the mass media to improve educational and employment choices

Published by
Helvetas Swiss Intercooperation

There are few development interventions that attempt to work with the commercial mass media in a sustainable way. Most development projects buy media space to deliver predefined information and the resulting spots, programmes and publications cease once funding stops.

This case study explores a media intervention initiated under the RisiAlbania project that took an innovative approach to improving information on youth employment by working to stimulate the launch and growth of profitable employment-oriented radio and TV programmes, print media supplements and online websites.