DAR ES SALAAM, Sept. 2 -- THE advertisers were leaving. Inside a radio station in Mbeya, the question was becoming increasingly difficult to ignore. The station had listeners. People tuned in. Its programmes were being heard across the community. Yet the advertisements that filled the airwaves were failing to produce the results businesses expected.

Why were people listening but not buying?

The answer would eventually change Jacqueline Lawrence Mwakyambikis understanding of broadcasting, and, perhaps more importantly, offer a lesson on the role communication can play in Tanzanias journey towards Development Vision 2050, popularly known as Dira 2050.

When Ms Mwakyambiki and her colleagues established Mbeya Highland FM, the ambition appe...