No Hoodie No Honey Social Media Campaign

The overall goal of the campaign is to "contribute to the reduction of unintended pregnancies and sexually transmitted infections (STIs)/HIV among young people by promoting access to age appropriate and gender responsive sexual and reproductive health information." This is achieved by generating active online discussion among young people to enable them to make informed choices about their sexual health and relationships, empower girls with accurate information to initiate and negotiate safer sex practices, and promote correct and consistent use of condoms.

The campaign is premised on the belief that safer sex education should happen before sexual debut. Key messages are designed to stimulate discussions about the discomfort girls face in initiating and negotiating condom use with their partners and ways they can overcome it, as well as promote the concept that "girls who carry condoms are smart, brave and taking charge of their life." The campaign also promotes safer sex as being a shared responsibility essential in every relationship.

Tag lines include the following:

• "Smart Girls Use their Hoodie!
• Wear a Raincoat, Prevent a Stormy Future
• No Glove, No Love
• Don't be the Girl who couldn't say NO!
• Have your Hoodie Just in Case
• Wrap Up or your Future is a Wrap
• If You Really Love Her, Wear a Cover"

Social media such as YouTube, Twitter, and Facebook, are being used to disseminate messages and promote dialogue under the hashtag #NoHoodieNoHoney. Twitter discussions are anchored by youth blogger/youth panellists, with periodic tweet chats, tweetathons, and Q&A, usually linked to commemoration days (World AIDS Day, Valentine's Day, etc.) or key activities. Youth social media personalities receive training on the SRH issues to keep the issues trending. Wherever possible, the discussion features young people sharing their experiences.

As part of the campaign, two 3D videos are used in small group sessions led by peer educators. The sessions include a video screening, discussion, a male and female condom demo, a role play on condom negotiation, and a question and answer session. Pre-launch screenings with adolescents aged 15-24 years were hosted in 4 states (Benue, Cross Rivers, Lagos, and Kaduna). Facilitators are equipped with a facilitator's guide, comic book, and promotional materials (T-shirts, keyrings, notepads, wristbands). The campaign launch was also promoted on radio through daily hypes and live discussions.

Sexual and reproductive health

As of February 2016, the programme has achieved the following:

• part one of the video reached 6,181 people and part two reached 3,156 people;
• the twitter discussions have reached an audience of 8,482,101;
• 300 peer educators and 50 programme managers have received training, reaching 5,000 young people.

Some of the key lessons learned are related to the fact that "gender stereotype is a strong barrier to girls' access and utilisation of condoms" and that "programme managers must continually explore and employ non-traditional ways to reach young people with SRH information."