Working with the mass media to improve educational and employment choices

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.