4 YEARS OF INNOVATION
Our latest learnings, campaigns and contributions to social and normative change.
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THE SHUJAAZ REPORT
4 YEARS OF INNOVATION
Our latest learnings, campaigns and contributions to social and normative change.
research
h
Unique to Shujaaz, the GroundTruth
research method combines:
Incorporating youth-friendly
approaches that stimulate
engagement...
Shujaaz, since 2013, has
developed a unique blend of
research methodologies that
help us generate nuanced
insights that are the basis for
everything Shujaaz
achieves...
Learn more
ON/OFF
BOYFRIEND
SEX
WORKERS
friends with
benefits
steady
(but with side-dishes)
CLINGERS
HOLY JOE
MARRIED
ON/OFF
STEADY
MARRIED
HAS A
BABY
MATERIAL
GIRLS
THINKING FAMILY
NO STRINGS ATTACHED
100% REJECTION
0%
100% ADOPTION
...GroundTruth research generates
insights forming the core of the
persuasion strategies that inform
all our media campaigns.
interactive drama
artistic
expression
board
games
OBSERVATIONS
DIARIES
focus-group
discussions
in-depth
fieldwork
young women were
asked to segment themselves
according to their
relationships with men and
place the segments along a
rejection scale for
contraceptive use.
filling in the gaps
left by missing
body language and
facial expression
keeping the
discussion from
veering off topic
and leaving the
online room
the ability to
simultaneously
engage participants
from several
locations
o unlock new behaviours
of youth in East Africa
we need to understand who
they are and what may
hinder and motivate them, so
we've developed some tools
to help us do this…
T
Learn more
cost-effectiveness
RICHER AND
UNEXPECTED
CONVERSATION
To understand what motivates
young people to act, we need
to understand all aspects of
their lives.
We have been
harnessing the
convening power of the
Shujaaz brand to bring
people together in online
focus groups. By
recreating traditional
research approach
online we have found a
richer store of insights
and engagement…
Learn more
WHAT’S UP WHATSAPP?
RESEARCH
Encouraging change isn’t simply
a matter of increasing knowledge.
For instance, many young East
Africans already know about the
benefits of contraception but
nevertheless reject it for reasons
of their own—reasons that we
need to address.
ince 2014, we’ve been
working with Cambridge
University’s Africa Voices
Foundation, combining
machine learning and human
analysis to delve into hundreds
of conversations to explore
hidden meta-trends in
thousands of SMS and social
media messages ....
S
Learn more
In GroundTruth research,
we use a rejection scale to
visualize the journey to
100% adoption.
REJECTION SCALE
our audience gets organized into
archetypes that can be targeted
according to their specific attitudes,
motivations, aspirations, fears and
SEGMENTATION
Quantifying The
Persuasion Journey And
Fine-tuning Our
Targeting
Seeing the world
through the eyes of
our audience.
Here’s an example of
how we use our
tools.
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impact
h
The
TREND #1
TREND #2
SELECTED EVIDENCE OF
Triggering overall youth
empowerment.
The
of
INTERNALISED, LASTING EFFECTS
proven by panel data
COMIC BOOKS
JONGO LOVE
RADIO SERIES
2015
2016
2017
Learn more
We believe that attitudinal, normative
and behavioural changes don’t
develop in just one aspect of a young
person’s life.
Two different panel studies back up
our theory that Shujaaz leads to
positive effects across
several
key
personal development areas. These
interrelated outcomes build
confidence and lead ultimately to
empowerment, with widespread
benefits.
Learn more
Shujaaz is reaching nearly
half of Kenyans aged 15 to
24, approximately 4.2
million people. Meanwhile,
Shujaaz Tanzania is also
growing fast since it first
took root in 2015
leads to taboo busting
conversations
with wider
networks
& the changing
of perceived norms….
The consequence of this deep
engagement is
intrinsic pull
motivation
for internalized,
lasting behaviour change,
rather than the extrinsic push
of traditional
communications and
behaviour-change campaigns.
A four-year panel study
conducted by researchers
from the University of
North Carolina at Chapel
HILL suggested that..
1
An established and
trusted media platform
Learn more
SELECTED EVIDENCE OF THE
Analysis of conversations
among Tanzanian Shujaaz
fans demonstrate two main
trends:
The fastest growing
youth media house.
FINANCIAL
FITNESS
TOBACCO
CONTROL
AGRICULTURE
HEALTH
Shujaaz users are
2.4
times less likely to be
pregnant
20% more Shujaaz users and
their families (compared with
nonusers of Shujaaz) were
practicing proper
planting routines
after
reading Shujaaz stories on
agriculture
(Africa Soils Health Consortium study)
Shujaaz users are 4.0 times
less likely to intend to
smoke
in the next 12
months
Exposure to the Shujaaz digital
media was associated with a
KSH 2,392 (US$22.71) increase
in monthly income.
56,353 fANS
206,629 fANS
REACH
2+MEDIA
MONTHLY
USER
EVER
USED
23%
2,1 million
18%
1,7 million
11%
1 million
5%
500,000
6,1
million
5,4
million
2,7
million
1,4
MILLION
43%
4 million
40%
3,7 million
19%
1,7 million
10%
900,000
TOTAL AUDIENCE
SourceS
Kenya
: Research Plus
Africa/Research Guide Africa
nationally representative survey of
Kenyan youth 15-24 yo (N=2,923),
January-May 2017.
Tanzania:
WTS/Sagaci national
survey of youth Wave 2016 (15-24,
N=2,451), December 2015-January
2016; Wave 2017 (15-24, N=2,254),
December 2016.
BRAND
LOVE
REACH
!?
!!!
...sexual debut
...CONCEPTION
OF A CHILD
...MARRIAGE
In 2016, a nationally representative
survey in Kenya by Research Plus
Africa came to the same conclusion.
3
RELATED TO
Delayed...
EXPOSURE TO
2
...for Kenyan girls
aged 15 to 19
there’s an increasing
volume of conversations
about agriculture,
fans’ attitudes are shifting from
fears and concerns to under
-
standing the opportunities and
asking for more information in
agriculture.
what if it
does not pay?
I like farming and I think
about farming every day and
night but when I want to start, I
get afraid of incurring
losses –
Wow DJT, thanks my bro, we
really benefit from your
posts, I see how I’m becoming
rich from your ideas.
... I have decided to try
farm onions to supplement
the money I get from my job.
SHIFTS IN PERCEPTIONS
ON AGRICULTURE AMONG
FACEBOOK FANS
SHUJAAZ’S
large scale reach
&
authentic, strategic story-telling
combined with
brand love…
which means Shujaaz audiences have
different ideas of what is normal,
believe
their peers expect
more & different actions
from them and
adopt positive
behaviours accordingly.
Learn more
Learn more
250,281 fANS
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campaigns
h
Norming contraceptive use.
Making smoking unappealing.
Enhancing youth
perception of ag’.
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Accelerating adoption.
CONTROL
CONTROL
CONTROL
CONTROL
CONTROL
CONTROL
CONTROL
CONTROL
TOBACCO
TOBACCO
TOBACCO
TOBACCO
TOBACCO
TOBACCO
TOBACCO
TOBACCO
... where fans engage with fictional
characters and with each other, share
ideas and provide support.
Each Shujaaz persuasion campaign is
set within our authentic media space ...
E
20% more Shujaaz users vs
non-users now practice proper
agricultural planting routines.
Learn more
Learn more
Learn more
In just one year, Shujaaz
users show 17.7 percentage
point increase in using
condoms, a 14.1 percentage
point increase in using a
modern contraception.
Learn more
Shujaaz fans are 1.85 times
more likely than non-fans
to use mobile money.
In 2015, the Bill and
Melinda Gates
Foundation’s Financial
Services for the Poor
program asked us to
explore how digital
financial services
(DFS) could improve
the lives
of young
people and their
families through pester
POWER
Using GroundTruth
methods and a literature
review, we zoomed in on
five unique archetypes of
potential DFS users
creating persuasion
strategies
for each one.
As a result of the
campaigns Shujaaz fans
were 3.0 times more likely
than non-Shujaaz users
to convince their
families to use DFS.
A scene from Jongo Love, a Shujaaz
radio, TV and feature-film narrATIVE
that explores the theme of
using contraception to protect
one’s plans, dreams and future
COMIC
SPECIAL
COMIC
SPECIAL
COMIC
SPECIAL
COMIC
SPECIAL
COMIC
SPECIAL
COMIC
SPECIAL
COMIC
SPECIAL
COMIC
SPECIAL
COMIC BOOKS
EVENTS
SMS
SOCIAL MEDIA
RADIO
he goal of our sexual and
reproductive health campaign is
to
increase endorsement
of
modern contraceptive methods,
and the intention to use them,
among youth in Kenya and
Tanzania.
Our strategy focuses on
creating
motivation to use contraception
to protect one’s livelihood and
improve one’s financial success.
T
ur anti-tobacco
campaign aims to
maintain or increase
attitudes against tobacco
use among youth in
Kenya. We do so by
incorporating
subtle but
consistent anti-product
placements
on all Shujaaz
media.
O
We also address the reasons why a
young person might start smoking –
often as a coping strategy during hard
times – and emphasize more positive ways
of dealing with moments of crisis.
Extract from a story
in Shujaaz comic'
An EXCERPT FROM SHUJAAZ
1
2
3
Shujaaz fans are 4.0
times less likely than
non-fans to intend to
smoke.
COMIC
SPECIAL
COMIC
SPECIAL
COMIC
SPECIAL
COMIC
SPECIAL
COMIC
SPECIAL
COMIC
SPECIAL
COMIC
SPECIAL
COMIC
SPECIAL
SEXUAL &
REPRODUCTIVE
SEXUAL &
REPRODUCTIVE
SEXUAL &
REPRODUCTIVE
SEXUAL &
REPRODUCTIVE
SEXUAL &
REPRODUCTIVE
SEXUAL &
REPRODUCTIVE
SEXUAL &
REPRODUCTIVE
SEXUAL &
REPRODUCTIVE
HEALTH
HEALTH
HEALTH
HEALTH
HEALTH
HEALTH
HEALTH
HEALTH
JONGO LOVE
JONGO LOVE
JONGO LOVE
JONGO LOVE
JONGO LOVE
JONGO LOVE
JONGO LOVE
JONGO LOVE
To improve youth perception
of the attractiveness and the
profit potential of agriculture
in Tanzania and Kenya,
Shujaaz celebrates positive
case studies and encourages
the audience to identify with a
wider range of opportunities
and innovations across the
entire agricultural value
chain...
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about
h
FANS CHANGE THEIR EXPECTATIONS
AND THEIR ASPIRATIONS AND SET A
NEW PACE IN THEIR COMMUNITIES
The fans are at the centre of every
Shujaaz campaign.
Learn more
Media preferred and
used by youth.
20 x 2020.
THIS IS A VIDEO OF OUR TEAM...
Learn more
Working together
for greater shared value.
Shujaaz’s capacity to operate
continuously at a very large
scale comes from its ability to
bring together like-minded
commercial and international
development stakeholders.
FANS DRIVE THE CONVERSATION THROUGH
MILLIONS OF ONLINE SOCIAL MEDIA
ENGAGEMENTS, FORMING REFORMING
COMMUNITIES, CHALLENGING AND
CREATING NEW NORMS
FANS SIGN UP AS SHUJAAZ
DISTRIBUTORS CREATING A
NETWORK OF 3000+
YOUTH-FRIENDLY PICK-UP POINTS
THROUGH GROUNDTRUTH FANS SHARE THEIR
WORLDVIEW, SHAPE THE STRATEGIES, THE
CONTENT AND THE DIRECTION OF
EVERYTHING ABOUT SHUJAAZ
Shujaaz’s inspiration
and raison d’être.
TEAM
TEAM
provides the insights we
need to craft effective
persuasion strategies...
engages fans in an online
conversation
about the
contenT AND
generates data
that the knowledge and
learning team can use
to
evaluate our success and inform
our next strategy.
2.
...creates the media
content TO DELIVER THESE
STRATEGIES...
3.
...ensures that it
reaches the audience.
4.
5.
TEAM
TEAM
...distributes over 10 million
free comic books per year
engages over half a million fans
via social media and SMS,
and broadcasts a weekly radio
show on multiple nationwide
channels in Kenya and Tanzania.
2015
2017
first feature-length
movie, filmed entirely on
a cell phone.
with the intention of making a
life-changing impression on
participants, securing them as local
brand champions.
that will improve their
lives...
...to feel connected...
...and of course,
to be entertained.
with the mission to create social and
economic value to improve the lives
of at least 15 million of them.
Looking to the future, our vision is to
be the #1 youth brand in East Africa,
with millions of Youth using Shujaaz
to get ideas...
Specifically, Shujaaz aims to reach
Kenyan and Tanzanian youth BY 2020
We are
Shujaaz!
Learn more
Learn more
Teens reading Shujaaz comic...
A Shujaaz campaign
is a co-ordinated
team effort All
supported and
managed by the
award-winning
team
1.
Our two-time Emmy
Award-winning
youth
communications
platform ...
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