Empowering youth for social change through the Shujaaz multimedia platform in Kenya

Abstract

The Shujaaz media seek to improve the lives of Kenyan youth by norming and stimulating positive health behaviours, and incentivizing income generation activities. This study evaluates the impact of Shujaaz using data collected over a 2-year period from a cohort of 700 youth aged 15–24 years. Multivariate correlated random-effects regression models were used to estimate the impact of exposure to analogue (comic and radio) and digital Shujaaz media (social media and SMS) on attitudes, norms and behaviours around family planning and income generation. Shujaaz analogue media were associated with intermediate outcomes; digital media were associated with a 18.1 percentage point increase in ever using condoms and a 19.0 percentage point increase in recommending the use of condoms to friends and partners. Additionally, both analogue and digital media were associated with improved income-generating outcomes. Importantly, exposure to digital media was associated with a KSH 2,096 (US$20.9) increase in monthly income.