Droit sur le Piste! (Straight on Track!) Music and Radio Drama

Droit sur le Piste! sought to combine content that would be appealing to young people with SRHR messages. The communication approach and multi-media productions considered young people's diverse SRHR needs, often differing among urban/rural, males/females, different languages and ethnic groups, etc. Formative research also pointed to complex socio-economic priorities, such as employment concerns, basic needs struggles, and for some, instability and displacement due to political insecurity. This assessment resulted in content production designed to encourage thinking and conversation rather than to offer specific advice. Music featured as a cross-cutting theme, based on belief in young people's affinity for music. Activities included the following:

• Music productions: Two original Afro-fusion songs blend traditional and modern West African music styles, accompanied by future planning and SRHR-focused lyrics. CMFD Productions collaborated with Billi Now Now! youth activists/musicians Black 5 and Dedu One to write and record the songs. The song "Assumé" merges traditional Ivorian rhythms with rap vocals and calls on youth to think positively, be informed, and be daring. The song "Visé le Sommet" combines lively Burkinabé rhythms with lyrics intended to inspire youth to be brave, be heard, and reach for the top. Music and accompanying video clips were distributed via online and streaming platforms.
• Radio drama: The 6-part Droit sur le Piste! radio drama maintains music as a central theme. The storyline features four young people in a music group who dream of becoming famous while facing daily youth-typical challenges. The drama addresses youth SRHR and related life choices - for example, gender roles, safe sex, family planning, peer pressure, and relationships, among others. It was distributed through social media and offered free to radio stations.
• Discussion guide: A 15-page accompanying discussion guide for radio stations and community groups is designed to support dialogue and discussion. It provides background information, suggested discussions questions, and tips for radio presenters, discussion facilitators, and activists.
• Social media: Social media is the main Droit sur le Piste! dissemination platform. Along with the music and radio dramas, additional content produced includes interviews with the musicians, behind-the-scenes video, inspirational quotes, graphics, and photographs.

Process highlights:

• Research and creative briefs: Research (drawing on SRHR literature, media landscape reports, and online scans) proposed to identify youth SRHR issues, priorities, and socio-economic context, as well as to plan dissemination and engagement. Based on the research, drama and music creative briefs outlined key messages and approaches for the project productions.
• Message development: The research and creative briefs informed a drama storyboard followed by scripts, music lyrics, and social media content. Reviewing at each step was considered important to ensure intended outcomes.
• Recording and production: Music and drama recording took place in Abidjan, Côte d'Ivoire, with the two Billi Now Now! activists/musicians, session musicians, and actors. Recordings were then edited and mixed, including adding music and sound effects to the drama. The collaborating Billi Now Now! musicians produced music clips in their home country, Burkina Faso, according to their own vision and voice.
• Distribution and engagement: Content was posted/shared by a mix of Billi Now Now!, CMFD Productions, and the two Billi Now Now! personal social media platforms across Facebook, Twitter, YouTube, Instagram, and TikTok, as well as streaming services such as Spotify, all using the #BilliNowNow hashtag to link into the initiative's ongoing work. The social media strategy included using paid boosted posts, Twitter lists, and collaborative planning tools to maximise reach. Centring the Billi Now Now! youth activists/musicians as key voices on social media was intended to both ensure the project was youth-driven and to amplify their existing position as youth champions for SRHR.

For more information:

• Click here to view the Droit sur le Piste! playlist on YouTube. (Also see one example video, below.)
• Click hereand here to view the music clips.
• Contact Deborah Walter, CMFD Productions [deborah.cmfd@gmail.com]