Abstract
ABSTRACTThe Shujaaz media seek to improve the lives of Kenyan youth by norming and stimulating positive health behaviours, and incentivizing income generation activities. This study evaluates the impact of Shujaaz using data collected over a 2-year period from a cohort of 700 youth aged 15–24 years. Multivariate correlated random-effects regression models were used to estimate the impact of exposure to analogue (comic and radio) and digital Shujaaz media (social media and SMS) on attitudes, norms and behaviours around family planning and income generation. Shujaaz analogue media were associated with intermediate outcomes; digital media were associated with a 18.1 percentage point increase in ever using condoms and a 19.0 percentage point increase in recommending the use of condoms to friends and partners. Additionally, both analogue and digital media were associated with improved income-generating outcomes. Importantly, exposure to digital media was associated with a KSH 2,096 (US$20.9) increase in monthly income.
Highlights
Youth are critical for East African development, especially in light of the fast-approaching demographic window (Bloom, Kuhn, & Prettner, 2017; Gichuhi & Nasiyo, 2016; Kinaru-Mbae & Chatterjee, 2017)
By examining the Shujaaz media experience, this paper aims to fill the evidence gap on the effectiveness of a joint analogue/digital media platform by examining how Shujaaz users progress from first exposure to analogue media, followed by deeper engagement with Shujaaz digital platforms, and to changes in normative and behavioural outcomes
Comics have been used to address issues related to nutrition and physical activity (Baranowski et al, 2002; Branscum, Sharma et al 2013), sexual and reproductive health and HIV/AIDS (Gillmore et al, 1997; Phrasayamongkhounh, 2015; Willis, Kachur et al 2018), lymphatic filariasis, kidney transplants and cancer risk (Boynton, 2018), and even human trafficking (Benton & Daniela, 2012)
Summary
Youth are critical for East African development, especially in light of the fast-approaching demographic window (Bloom, Kuhn, & Prettner, 2017; Gichuhi & Nasiyo, 2016; Kinaru-Mbae & Chatterjee, 2017). Shujaaz uses an integrated omni-channel design that includes a free-of-charge nationally distributed comic (705,000 copies a month), a weekly syndicated radio show, and digital media (Facebook, SMS, Twitter, WhatsApp) to tell stories of fictional characters and real people representative of youth from different parts of the country as they encounter and resolve challenging life and health issues. Improving sexual and reproductive health outcomes and providing income-generation skills to youth in Kenya are at the centre of the Shujaaz strategy. At a glance, these two goals might seem independent, yet youth with greater level of financial realization have demonstrated higher intentions to use family planning (FP) methods as well (Nunes Hildebrand & Rodriguez Veloso, 2012)
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