Temboni (Village of the Elephant)

In a small Tanzanian village situated right next to a national park, we follow the lives of Meku, Rehema, and Fina.

Meku is a 17-year-old boy who has been taking care of his sister since their parents died of AIDS. In order to provide for her, he gets involved in the poaching business, which ends up putting them both in great danger.

Uneducated but thoughtful and wise, Rehema is very conscious of the value of wildlife. When her husband starts poaching to provide for the family she tries to discourage him but fails and is arrested. Soon afterward her husband turns himself in and is jailed.

Fina is a 26-year-old young woman, known for her good cooking. She pressures her husband to start poaching in order to get extra money so she can open a café. She becomes proud and bossy and her obsession with money will lead her friends to turn their back on her and her husband to get seriously injured during a hunt.

Wildlife is a keystone component of the ecology, economics, and culture of East Africa. However, trends are showing continuous declines in the density, diversity, and distribution of wildlife throughout the region as its subsistence is increasingly threatened by factors such as increasing population, development pressures, the demand for bushmeat, sophisticated hunting techniques, and poverty. Today, many species are at risk and their continued decline or disappearance will have dramatic impacts, not only for the people of East Africa, but also for the global community. For these reasons, a targeted, dedicated and widespread effort is needed.

PCI Media Impact is partnering with the College for African Wildlife Management (Mweka) the Bushmeat-Free Eastern Africa Network (BEAN), and Image Transfer Limited radio station (Radio Kili FM) in the Kilimanjaro, Tanga, Arusha, and Manyara regions of Tanzania to launch a Communications for Behavior Change campaign to positively shift knowledge, attitudes, and behaviors of local populations with regard to unsustainable harvesting, trade, and consumption of bushmeat. The proposed program will pilot the approach in Tanzania with the goal of implementing similar programs across East Africa.

This program will focus on behavior change in the Kilimanjaro, Tanga, Arusha, and Manyara regions of Tanzania, with intense focus on protected areas where hunting and trade threatens wildlife. PCI Media Impact will expand the capacity of Mweka, Image Transfer Limited, BEAN, and other local partners to effectively and sustainably use contemporary communications, networking, public awareness, and behavior change methods to protect wildlife.

The primary component of this project is Temboni, a 25-episode radio drama whose key themes center around poaching and bushmeat consumption. Additionally, Mrisho Mputo, a Tanzanian singer and artist, created Deni La Hisani (A Debt of Courtesy) as the theme song for Temboni. His songs and music videos are now being used to reinforce the cultural shifts demonstrated in Temboni.

The My Wildlife – My Community program:

  • Creates and mobilizes a local coalition, and builds capacity to address bushmeat and wildlife conservation issues
  • Promotes knowledge, attitude and behavior change through a 20-episode, locally produced, Entertainment-Education Serial Radio Drama, in Kiswahili
  • Promotes interactive engagement with local populations through complementary Interactive Radio Magazine/Call-In Shows that support each episode of the drama. These shows are broadcast locally in local languages, and  ‘turn up the volume’ on the issues, generating inter-personal communication amongst target audiences, allowing them to first consider and then validate the desired behavior changes.

Mobilizes local communities to take action through Community Mobilization Campaigns, using social marketing methods and tools that complement the agenda and issues being promoted on the radio.

To support this program, please visit our Sponser a Project page here.

A rigorous learning and M&E strategy will be implemented from Stage I onwards, starting with the initial identification of overall objectives and indicators of success.  This strategy will prepare to measure impact and learning against three objectives (capacity, community, and change) and include both qualitative and quantitative assessment tools. For Phase 1 of the program a pre- survey questionnaire for Knowledge, Attitudes, and Practice (KAP) will be implemented in order to have the data available for a post-survey assessment at the end of Phase 2 of the program. For the full program, additional M&E approaches will be utilized, including focus groups, in-depth interviews, registries of audience participation in the radio show and community events, logs of audience SMS messages, internet activity, e-mails, phone calls, letters, and their comments.

Impact will be measured according to the broad objectives of the program:

  • Develop the capacity of Mweka, BEAN, and Image Transfer Limited and other local organizations in Tanzania to better use communications to effectively enhance sustainable wildlife management activities, decrease bushmeat consumption and harvesting, and motivate long-term social change in favor of wildlife;
  • Build a community of coalitions and well-informed constituencies that understand and support the protection of wildlife, deepening and broadening the core partners’ working relationships; and,
  • Positively change community knowledge, attitudes, and behaviors related to wildlife conservation, bushmeat exploitation, human-wildlife conflict, and sustainable wildlife management.

The program aims to:

  • Increase appreciation of wildlife, as well as the importance of the region’s overall biodiversity and natural resources;
  • Increase awareness of the consequences of current bushmeat consumption and trade on wildlife populations and community livelihoods;
  • Increase willingness (attitudes) of individuals to take action on matters related to reducing bushmeat consumption and trade and increasing sustainable wildlife management and protection; and,
  • Increase individual and community level action related to reducing bushmeat consumption and trade and increasing sustainable wildlife management and protection.


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