Maximizing media advocacy in campaigns targeting expectant teenagers in Kenya: A case of “Shujaaz” multimedia platform

Caleb Oira Ratemo; Nancy Wanjiru Kungu

doi:10.51867/ajernet.7.3.2

Auteurs

Caleb Oira Ratemo Pan Africa Christian University, Kenya https://orcid.org/0009-0005-0763-5580
Nancy Wanjiru Kungu Pan Africa Christian University, Kenya

DOI :

https://doi.org/10.51867/ajernet.7.3.2

Mots-clés :

Health Communication, Media Advocacy, Multimedia Content, Pregnant Adolescents, Sexual and Reproductive Health

Résumé

This study focuses on media advocacy in youth-responsive health communication campaigns targeting pregnant adolescents in Kenya. Media campaigns are instrumental in not only providing accurate information about sexual and reproductive health, but also in reducing stigma and influencing health-seeking behavior among pregnant adolescents. To reach the diverse audience of pregnant adolescents in Kenya, media campaigns adopt multiple platforms such as print media, radio, social media, and television with the support of government institutions, Non-Governmental Organizations (NGOs), influencers, and international organizations. The study is guided by the two theories: Health Belief Model (HBM) and the Media Framing Theory. The study used a qualitative case study approach with Shujaaz Inc., one of the most popular multimedia platforms in Kenya that targets young people through comic books, radio programs, social media, and videos. The target population comprised expectant teenagers selected to represent diverse ages, places of residence, and educational levels. Through purposive sampling, 18 expectant teenagers participated across three focus group discussions, one in-depth interview with the Shujaaz programs coordinator, and 15 links of digital content for content analysis. Data analysis was conducted through thematic analysis, involving verbatim transcription, coding, and categorization of recurrent themes. The study reveals that Shujaaz's effectiveness is rooted in relatable characters, culturally relevant narratives, and interactive multimedia content, which improve message engagement, comprehension, and retention, while fostering community support and reducing stigma around teen pregnancy. These findings support the conclusion that although Shujaaz Inc. shows how multimedia platforms can be used to effectively communicate to the youth of Kenya through culture-based participatory communication, there is a clear indication of the gap in the provision of content needed by the teens who have become pregnant. This emphasizes the importance of providing balanced preventive and comprehensive services to all pregnant teens. The study recommends participatory, culturally sensitive, and innovation-oriented communication strategies to enhance the health and wellness of pregnant adolescents, providing practical lessons for future media campaigns in Kenya.

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