Partnering Zambian Youth and Mass Media for Social Change

Abstract

With the assistance from Johns Hopkins University Center for Communication Programs and Population Services International/Society for Family Health the youth in Zambia launched a two-phase national mass media campaign. It focused on the promotion of safe sex for young people through their leadership and full participation in the planning design implementation monitoring and evaluation of the campaign. The preliminary results indicate high levels of comprehension and acceptance of campaign messages and reported discussions of the spots with peers and parents. Moreover the campaign had significant impact on the behavior of the young people related to abstinence and consistent condom use. During the phase-two of the campaign a controversy surfaced in relation to the way condom was promoted. In this regard young people became more vocal in the debate and sought to make their position known to the public. Subsequently they developed their analytical and communication skills. Furthermore the campaign had strengthened the networks of youth and youth-serving nongovernmental organizations.