SUMMARY
Scope: Family planning campaign in Burkina Faso, Chad, Cote d'Ivoire, Mali, Mauritania, and Niger. Project is to run from August 2017 to December 2018.
Issues: Family planning
Formats: Television and radio spots
Impact: Pending final evaluation
Issues: Family planning
Formats: Television and radio spots
Impact: Pending final evaluation
PARTNERS AND FUNDERS
INPUTS
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Objectives
DMI has been awarded a contract by the UNPFA to support the Sahel Women's Empowerment and Demographic Dividend (SWEDD) regional initiative’s objectives to reduce gender inequalities and promote family planning in six countries of the Sahel region (Mauritania, Mali, Burkina Faso, Côte d'Ivoire, Niger, and Chad).
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Approach
The campaign aims to: (1) Increase knowledge and understanding of modern reproductive and contraceptive practices of girls and women, boys and men. (2) Change shift cultural norms that towards safer sex and improved birth spacing. (3) Encourage girls to be ambitious through emphasizing the long-term benefits of benefits of schooling.
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Activities
DMI will deliver a three step intervention: (1) analysis of formative research and the media landscape, (2) creation of content, and (3) implementation of the campaign across the six countries. The intervention will comprise a TV and social media campaign, as well as a substantial consultancy element, including providing technical support and advice for all six countries with respect to their own national media campaigns.
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PROGRESS SO FAR
Materials
As part of this project, we were delighted to work with award winning Ivorian graphic novelist and filmmaker Marguerite Abouet on a series of one minute animations following the life story of Nya, a young woman with ambitions for a better life. The films have Marguerite’s characteristic blend of wit and authenticity in dealing with powerful topics and will be shown over the next few months on TV5 Monde, Canal Plus and other regional TV stations.
The films and associated content will also be on social media.
In the first episode, thirteen-year-old Nya’s father is about to forcibly marry her to a man three times her age, so she and her mother come up with an ingenious plan to make him change his mind.
The first film on how Nya avoids early marriage has already had an excellent response on Facebook, generating over 730,000 views, over 10,000 shares and lively and highly engaged dialogue in the comments section.
Follow the SWEDD Facebook page here, and watch a film about Nya below:
The films and associated content will also be on social media.
In the first episode, thirteen-year-old Nya’s father is about to forcibly marry her to a man three times her age, so she and her mother come up with an ingenious plan to make him change his mind.
The first film on how Nya avoids early marriage has already had an excellent response on Facebook, generating over 730,000 views, over 10,000 shares and lively and highly engaged dialogue in the comments section.
Follow the SWEDD Facebook page here, and watch a film about Nya below:
OUTPUTS AND OUTCOMES
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Materials
All six animations produced for the SWEDD programme can be viewed below. The animations follow the story of Nya, as she grows up and navigates various family planning challenges.
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Results
Audience response to DMI’s animations has been extremely positive and the reach of the campaign has been extensive. For example, TV broadcasting has reached over 50 million African TV5 Monde viewers above the age of 15 years old. Additionally, the first 5 animations were viewed over 3 million times on Facebook, and shared nearly 100,000 times between August and November 2018.
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