Digital/Social Media Engagement

Zusha! ("Protest!" in Swahili) is an award-winning road safety campaign that empowers passengers of Kenya's matatu minibuses to speak up against reckless driving. Evocative stickers placed inside vehicles encourage collective action. A rigorous randomized evaluation of 11,737 matatus (2011-2013) demonstrated remarkable results: 25-32% reduction in insurance claims, 1 km/h decrease in average speed, an estimated 140 fewer road accidents and 55 lives saved annually. Cost-effectiveness was exceptional at US$10-45 per disability-adjusted life-year saved. Stickers with images (car crashes, passengers reproaching drivers) outperformed text-only messages. The campaign scaled nationwide in 2015 and expanded to Tanzania, Uganda, and Rwanda.

A free, anonymous digital messaging platform empowering 37 million young people in 102 countries to share opinions and drive community change. Launched in Uganda in 2011, U-Report integrates with SMS, Facebook Messenger, Instagram, Telegram, Viber, and WhatsApp to reach youth where they are. During emergencies like COVID-19 and mpox outbreaks, U-Report disseminates life-saving health information. In DRC alone, over 8 million U-Reporters receive critical health, nutrition, and hygiene messages. Features include mental health chatbots, civic engagement polls, and community feedback mechanisms.

A pioneering digital sexuality education platform by RNW Media reaching 40+ million young people in countries where sex education is censored. Operating across India, Kenya, China, Egypt, and Arabic-speaking regions since 2011, Love Matters provides non-judgmental information on relationships, safe sex, STIs, and reproductive health through culturally-tailored websites and social media. In Kenya, it became one of the most-visited websites, partnering with newspapers and using music/drama for outreach. Love Matters Arabic is the only dedicated SRHR platform in the Arabic language for youth.

WHO's global social media campaign combating COVID-19 misinformation through the 'infodemic' response. Leveraging TikTok, Instagram, Twitter, and YouTube, the campaign partnered with influencers and celebrities worldwide to counter false health claims with accurate information. Featured viral dance challenges, myth-busting content, and shareable graphics translated into dozens of languages. The campaign specifically targeted youth populations most active on social media platforms, using humor and pop culture to make health messaging engaging and shareable.

A global social media movement engaging men and boys in gender equality and ending violence against women. Operating across Facebook, Twitter, and Instagram in 70+ countries, the campaign uses hashtag activism, personal storytelling, and viral challenges to shift masculine norms. Features include #HeForShe solidarity pledges, #16Days of Activism content calendars, and localized campaigns like India's 'Ring the Bell' and South Africa's 'One Man Can.' The digital movement complements on-ground programming to create multi-level behavior change.

Praekelt.org's Turn.io platform powering government WhatsApp health helplines across Africa reaching 40+ million users. During COVID-19, South Africa's 'MomConnect' and 'HealthAlert' services provided automated symptom screening, vaccine information, and mental health support via WhatsApp chatbots. The platform uses conversational AI to provide 24/7 health information in local languages, with human escalation for complex queries. Extended beyond COVID to maternal health, HIV prevention, and general health information services across multiple African countries.

A comprehensive online resource and community of practice for social and behavior change practitioners. Provides evidence-based tools, how-to guides, and resources for designing effective SBC programs across health, environment, and development sectors. Managed by USAID's Breakthrough ACTION project.

UNHCR Jordan implements comprehensive health communication programs for Syrian refugees and host communities. Uses community health volunteers, mobile clinics, and digital platforms to promote vaccination, maternal health, and mental health services. Reaches over 650,000 registered refugees across camps and urban settings.

FHI 360 implements youth development programs in Jordan focusing on employability, life skills, and civic engagement for Jordanian and Syrian refugee youth. Uses peer education, mentorship, and digital platforms to build skills and change attitudes toward entrepreneurship and self-reliance.

The world's largest peacebuilding organization using media and communications to prevent violent extremism. Since 1982, SFCG has used TV dramas, radio soap operas, and digital campaigns to transform conflict across 30+ countries. Signature programs include Studio Ijambo (Burundi, credited with helping avert genocide through Hutu-Tutsi dialogue) and The Team (soccer drama series promoting peace). Their 'Common Ground Approach' builds bridges across divides through collaborative storytelling and community-led counternarratives to extremism.

UN Office of Counter-Terrorism's flagship youth program in Southeast Asia and East Africa building young people's capacity to participate in P/CVE policymaking. Includes three components: training young religious leaders in interfaith dialogue (Empowering Dialogue and Interfaith Networks - EDIN); equipping young media makers with strategic communication skills for online counternarratives (Young Leaders for Online PCVE); and supporting youth participation in national and regional P/CVE action plans.

Breakthrough ACTION implemented a malaria-focused social media strategy in Nigeria, reaching over 16 million people and driving positive health outcomes. The initiative aimed to promote behaviors that prevent malaria through digital engagement.

The ZBRA Orientation Sessions in Guinea aim to address the risk of zoonotic diseases like Lassa fever, anthrax, and rabies by equipping health professionals with knowledge and tools to promote zoonotic disease prevention behaviors. The initiative leverages strategic knowledge management to accelerate evidence-based responses to outbreaks.

B’more for Healthy Babies, in partnership with the Johns Hopkins Center for Communication Programs, launched a new video to promote safe sleep practices and reduce infant mortality in Baltimore. The video emphasizes community involvement and delivers key safety messages using the ABCDs of infant safety: Alone, Back, Crib, and Don't Smoke.

Digital Green uses locally-produced agricultural videos featuring model farmers to disseminate best practices to smallholder farmers in India, Ethiopia, and other countries. The participatory video approach, combined with AI-powered FarmerChat advisories, has reached over 8 million farmers with 50%+ adoption rates. Studies show a tenfold improvement in cost-effectiveness over traditional extension.