loading
4 YEARS OF INNOVATION
Our latest learnings, campaigns and contributions to social and normative change.
Explore >
< back
THE SHUJAAZ REPORT
4 YEARS OF INNOVATION
Our latest learnings, campaigns and contributions to social and normative change.
  1. 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.
  2. 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 Shujaaz users make an average of $27 more per month compared to other youth on average equivalent to $162,000,000 per year 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
  3. campaigns
    h
    Norming contraceptive use. Making smoking unappealing. Enhancing youth perception of ag’. financiaL financiaL financiaL financiaL financiaL financiaL financiaL financiaL 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