How Shujaaz Uses Digital Data Collection to Gather Insights and Assess Impact of a Media Campaign on Barriers to Contraception Uptake Among Youth in East Africa

Abstract for Preformed Panel Presentation from the 2022 International SBCC Summit in Morocco:

"Shujaaz, a network of youth-centric social ventures, uses its media platforms to stimulate large-scale conversations among young East Africans on critical Health, Money, Agency, and Governance issues. Shujaaz's Health campaign aims to break down barriers that prevent youth from using modern contraception, including myths, misconceptions, misinformation, and negative social norms. Shujaaz achieves that by showcasing positive deviance among youth and modelling positive behaviours through real-life and fictional stories of young people similar to its fans. Even before COVID-19, Shujaaz had been using digital data-collection tools (e.g., SMS and Facebook surveys, WhatsApp Focus Groups, machine learning, natural language processing, social media analytics) to develop a nuanced understanding of its audience, design tailored content for various segments, deliver content with precision, and scale up impact while remaining cost effective. The Shujaaz experience shows that digital monitoring, evaluation, research and learning (MERL) enables large scale, more inclusive, robust studies, which can inform better social and behaviour change communications (SBCC) design and delivery for deeper, lasting impact. Moreover, digital MERL studies have strong potential for predictive power, which makes them even more valuable. Shujaaz is further investing in understanding and improving design and use of digital MERL tools and practices for better SBCC through upskilling of the in-house team and developing new, purposeful partnerships."