Communication for Development

Martha Akello Omollo, Zane Kanepeja, Sille Kløvedal, Louise Ilsøe, Mathilde Krabbe Krogholt, Annesofie Brochstedt, Lærke Tibert Mortensen & Pernille Holm Frandsen

Student thesis: Termpaper


Since the mid 1980s Zambia has been suffering from one of the most devastating HIV/AIDS epidemics in the world. Our project, Communication for Development, uses theory to unpack, analyse and understand a concrete communication intervention. ‘Trendsetters’ is a newspaper distributed by the non-governmental organization Youth Media in Zambia, financially supported by USAID and Johns Hopkins University. The main purpose of Trendsetters is to raise the young people’s knowledge in relation to HIV/AIDS. Their focus is put on communication for behaviour change. We will use Trendsetters as our case study, as it is one of the many units in the national fight against HIV/AIDS. We will focus on the diffusion theory by Everett M. Rogers and the participatory theory build upon thoughts by Paulo Freire.

EducationsBasic - International Bachelor Study Programme in Humanities, (Bachelor Programme) Basic
Publication date19 Dec 2007


  • Communication for Development