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By Jean Claude HABIMANA
Radio is the most accessible and impactful mass communication tool, particularly in rural settings with limited literacy, internet access, and electricity. Unlike digital platforms that often exclude the most marginalized, radio exceeds these barriers with its affordability, linguistic familiarity, and ability to reach remote communities in real time.
According to FAO, for instance, in Tanzania, MVIWATA FM exemplifies how radio can be a powerful engine for Communication for Development (ComDev). With over 250,000 listeners, this farmer-led station provides a trusted space for smallholder communities to share concerns, access expert guidance, and influence local decisions.
The FAO also referenced a case where Farm Radio International initiated the “On-Air Dialogue” project in multiple African nations. This initiative utilized rural radio broadcasts to collect farmers’ narratives regarding climate change. Through interactive call-ins and recorded messages, individuals from isolated communities shared their needs and applications of solutions. These collected voices were subsequently compiled, digitized, and showcased at the UN Food Systems Summit, demonstrating that local radio is a participatory tool and a significant catalyst for social and behavior change communication (SBCC), impacting local and international agendas.
A recent FAO report on rural communication services in Africa reveals an important insight: low-cost, community-driven media, particularly radio, remains the most effective communication tool for rural agriculture. Its effectiveness stems from its extensive reach and participatory nature, which correlates closely with the core principles of ComDev and SBCC (dialogue, empowerment, and behavioral transformation).
Rwanda shares similar experiences. From the hills of Ngoma and the mountains of Muhanga to the savannah land of Nyagatare, radio is the leading and most dependable source of information for farmers. Odette Uwamahoro in Muhanga starts her day not with dawn but with the broadcasts from Radio Huguka. “Radio tells me what and when to plant,” she shares. “If the radio tells me to wait, I wait. If it advises me to spray for pests, I spray. It’s my guide.” This illustrates what SBCC scholars call “behavioral adoption driven by credible messengers.” Acceptance of change is often smoother, generally facing less resistance, when guidance comes from a trusted voice in a familiar language.
In Rwanda’s farming communities, radio is more than mere background noise; it is an essential educational tool, a service for weather updates, a source of market information, and occasionally a center for community events. Local stations like Radio Izuba in Ngoma, Radio Salus in Huye, and Radio Musanze in the north are pivotal in driving this advancement. The broadcasts, delivered in Kinyarwanda by familiar voices such as agronomists, cooperative leaders, and local farmers, speak directly to the listeners.
Audiences engage by calling or texting their inquiries, many of which are addressed live on air. This instant feedback loop provides expert advice to even the most remote areas. It emphasizes the interactive principles necessary for effective Communication for Development (ComDev) and Social and Behavior Change Communication (SBCC): co-creation, dialogue, and responsiveness.
According to the Rwanda Utilities Regulatory Authority (RURA), more than 35 licensed radio stations operate in Rwanda. Public broadcasters like Radio Rwanda reach approximately 98% of the population through national coverage. Community radios, such as Huguka, Isangano, Izuba, and Ishingiro FM, also reach tens of thousands within their districts, and many stations are now expanding their reach via satellite and online streaming.
The 2021 Rwanda Media Barometer, published by the Rwanda Governance Board (RGB), indicated that 94.3% of Rwandans consider radio their primary source of information, significantly higher than the 50.5% who rely on television and the 50.5% who use social media.
Radio is also seen as the most reliable medium, especially in rural areas where internet access is limited, and radio ownership is nearly universal. In behavior change communication, this level of credibility is invaluable; it enables radio to alter perceptions, establish norms, and motivate action uniquely compared to other channels.
Access alone is not enough; active participation is essential. For instance, in Karongi, the Radio Huguka program on modern farming invites local farmers every week to discuss their agricultural experiences. In one episode, a group of cassava farmers detailed how a new pest had ravaged half of their crop. The following week, a plant doctor from RAB appeared on the show to guide on how to prevent and manage the disease. “We learn from each other,” shares Modeste Ngarambe, a listener who tunes in with his neighbors. “What impacts one area today could affect us next week.” This highlights a fundamental principle of SBCC: peer-to-peer learning integrated within culturally relevant communication platforms.
During the 2015 drought alerts in Eastern Province, especially in Kayonza, Nyagatare, and Kirehe districts, community radios, not smartphones or newspapers, again carried early warning messages. District officials aired bulletins about dry spells through stations like Radio Nyagatare, Ishingiro, and Izuba, advising farmers to delay planting or dig trenches to conserve moisture. Relayed multiple times daily, these broadcasts were credited with saving crops and minimizing food shortages in vulnerable sectors.
Believe me, radio continues to serve as a trusted risk communication tool, delivering urgent, life-saving behavioural instructions that meet people where they are, in language they understand, and through channels they already use.
One reason for this effectiveness is that radio overcomes barriers that other media cannot. Mobile apps may require smartphones, internet access, and literacy. But even the poorest households often own a small solar-powered radio. Broadcasts reach women in the kitchen, men in the field, and youth in the trading centers. They do not require data bundles or screen time. And when programming is participatory, featuring call-ins, stories, and local success examples, it becomes informative and empowering. This combination of affordability, inclusivity, and interactivity is exactly why ComDev and SBCC practitioners worldwide prioritize radio as a frontline tool for rural development.
In Huye, the University of Rwanda’s Radio Salus produces “Ikiganiro cy’Ubuhinzi n’Ubworozi,” an award-winning agricultural show in which journalists collaborate with agronomists to develop audio content that addresses farmers’ seasonal needs directly. They collect voices from the field and bring them to the studio.
The FAO report emphasized the necessity for rural communication to be inclusive, localized, and community-driven.
In Rwanda, community radios exemplify this principle. However, their potential is hindered by a persistent lack of support. Many stations struggle with outdated equipment, overburdened staff, and tight budgets. “We want to air more farming content, but we don’t have enough equipment to go to the field.” One of the Radio Huguka journalists affirmed, adding, “We do what we can, but could do so much more.” To fully realize the transformative potential of radio, investments should focus not just on transmitters and studios but also on capacity building, participatory content creation, and collaborative partnerships that amplify community voices.
Despite these limitations, radio stations remain at the forefront of Rwanda’s rural information landscape. They assist farmers in adopting climate-smart techniques, accessing better seeds, addressing locust invasions, and securing improved harvest prices.
In the Mudende sector of Rubavu District, a listening club known as “radio ambassadors,” set up by a potato cooperative, utilizes RC Rubavu to gain more updates on potato farming. After the broadcasts, members discuss what they learned and assign tasks, such as liaising with the sector agronomist. “We refer to it as our field classroom,” explains Innocent Majyambere, one of the extensionists and a club member. This exemplifies effective SBCC, where media ignites collective reflection, dialogue, and coordinated action.
Radio must be fully supported as Rwanda moves toward a digital future and implements more ambitious agricultural programs under Vision 2050. Radio is affordable, participatory, and woven into the daily rhythm of rural life. While mobile apps and social media penetration may cater to urban or elite segments, radio remains the most democratic voice in the field.
