Adolescents/Youth | Infectious disease/COVID | Digital/Mobile | Research Karam 5 - English, Français interpretation Preformed Panel Presentation
Dec 06, 2022 09:15 AM - 10:30 AM(Africa/Casablanca)
20221206T0915 20221206T1030 Africa/Casablanca Monitoring, evaluation, research and learning for digital adolescent health programmes: innovations and lessons learned during COVID-19

The move to digital SBCC began pre-pandemic and is still relatively new territory for some donor and practitioner organisations. In combination with traditional media channels, platforms such as Instagram, WhatsApp, YouTube and Facebook have expanded the SBCC ecosystem. Monitoring, evaluation, research and learning (MERL) for digital SBCC is equally a rapidly evolving field and presents a number of methodological, technological and ethical challenges. It also provides opportunities to gain a more nuanced and sophisticated understanding of audiences and their evolving needs, their engagement with online/social media, and of behaviour change pathways and impact. 

This panel focuses on SBCC for reproductive health and draws on investments that are testing and evaluating digital media platforms as a promising intervention for improving adolescent reproductive health, especially driving modern contraceptive prevalence rates, demand and demand satisfaction. Using a talk show-style format, a facilitator from iMedia will host a semi-formal discussion amongst four panellists who represent programmes in East and West Africa, and in India. The host will introduce panellists and invite them to compare and contrast their MERL goals, approaches and tools, challenges and lessons learned, in an iterative and interactive way. The host will also invite the audience to contribute relevant ideas and experiences and to engage with panellists both during and after the discussion.

This panel will open up a conversation about selecting strategies and tools for MERL of digital SBCC through sharing of experiences and lessons, with the aim of informing and progressing understanding amongst researchers, implementers and funders.

Karam 5 - English, Français interpretation International Social and Behavior Change Communication Summit info@sbccsummit.org
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The move to digital SBCC began pre-pandemic and is still relatively new territory for some donor and practitioner organisations. In combination with traditional media channels, platforms such as Instagram, WhatsApp, YouTube and Facebook have expanded the SBCC ecosystem. Monitoring, evaluation, research and learning (MERL) for digital SBCC is equally a rapidly evolving field and presents a number of methodological, technological and ethical challenges. It also provides opportunities to gain a more nuanced and sophisticated understanding of audiences and their evolving needs, their engagement with online/social media, and of behaviour change pathways and impact. 

This panel focuses on SBCC for reproductive health and draws on investments that are testing and evaluating digital media platforms as a promising intervention for improving adolescent reproductive health, especially driving modern contraceptive prevalence rates, demand and demand satisfaction. Using a talk show-style format, a facilitator from iMedia will host a semi-formal discussion amongst four panellists who represent programmes in East and West Africa, and in India. The host will introduce panellists and invite them to compare and contrast their MERL goals, approaches and tools, challenges and lessons learned, in an iterative and interactive way. The host will also invite the audience to contribute relevant ideas and experiences and to engage with panellists both during and after the discussion.

This panel will open up a conversation about selecting strategies and tools for MERL of digital SBCC through sharing of experiences and lessons, with the aim of informing and progressing understanding amongst researchers, implementers and funders.

How Shujaaz uses digital data collection to gather insights and assess impact of a media campaign on barriers to contraception uptake among youth in East Africa.
Preformed Panel 09:15 AM - 10:30 AM (Africa/Casablanca) 2022/12/06 08:15:00 UTC - 2022/12/06 09:30:00 UTC
Shujaaz, a network of youth-centric social ventures, uses its media platforms to stimulate large-scale conversations among young East Africans on critical Health, Money, Agency, and Governance issues.
Shujaaz's Health campaign aims to break down barriers that prevent youth from using modern contraception, including myths, misconceptions, misinformation, and negative social norms. Shujaaz achieves that by showcasing positive deviance among youth and modelling positive behaviours through real-life and fictional stories of young people similar to its fans. Even before COVID-19, Shujaaz had been using digital data-collection tools (e.g., SMS and Facebook surveys, WhatsApp Focus Groups, machine learning, natural language processing, social media analytics) to develop a nuanced understanding of its audience, design tailored content for various segments, deliver content with precision, and scale up impact while remaining cost effective. 
The Shujaaz experience shows that digital monitoring, evaluation, research and learning (MERL) enables large scale, more inclusive, robust studies, which can inform better social and behaviour change communications (SBCC) design and delivery for deeper, lasting impact. Moreover, digital MERL studies have strong potential for predictive power, which makes them even more valuable. Shujaaz is further investing in understanding and improving design and use of digital MERL tools and practices for better SBCC through upskilling of the in-house team and developing new, purposeful partnerships.
Presenters Rob Burnet
Shujaaz Inc
Co-authors
AM
Anastasia Mirzoyants
Shujaaz Inc
Measuring and characterising audience engagement with the C’est La Vie programme in Francophone West Africa
Preformed PanelPractice-oriented proposals 09:15 AM - 10:30 AM (Africa/Casablanca) 2022/12/06 08:15:00 UTC - 2022/12/06 09:30:00 UTC
C'est La Vie! (CLV), is a health-focused series produced in West Africa, broadcasting much of its content on social media, in addition to television and radio. CLV content is shared on Facebook, Instagram and YouTube. It measured and characterised audience engagement by collecting and analysing a sample of public YouTube comments on CLV Series 2. The methodology used a self-selected sample of viewers who left unprompted comments. As well as quantitative analysis of metadata, qualitative data was coded for two broad domains: 1) entertainment, including characters mentioned and narrative engagement; 2) health topics, including gender, and sexual and reproductive health (SRH).
Viewers frequently mentioned characters by name and identified with them. Overall, more comments focused on entertainment aspects of the series, such as discussing characters and storylines, than those related to health theme domains, where SRH featured most often. The theory-informed approach to analysis drew on robust evidence that demonstrates the importance of entertainment and engagement along the path to behaviour change.
The use of social media platforms to disseminate content is an important strategy for health interventions: platforms such as YouTube also permit collation and analysis of publicly available data to allow researchers to assess audience exposure and engagement and understand how people interact with online health content. CLV's observational study provides evidence, methodology and applications of online data for programme evaluation, particularly by defining constructs drawn from narrative engagement theory. Future work could measure audience engagement over time to help attribute programme exposure to targeted change.
Presenters Mbathio DIAW
ONG RAES
Co-authors
PM
Philip Massey
Dornsife School Of Public Health, Drexel University
Monitoring family planning needs and behaviour change intentions and follow-through using Customer Relations Management software: the experience of the Honey & Banana Connect Program in Nigeria
Preformed PanelPractice-oriented proposals 09:15 AM - 10:30 AM (Africa/Casablanca) 2022/12/06 08:15:00 UTC - 2022/12/06 09:30:00 UTC
Digital platforms provide a unique opportunity to monitor changes in the target audience's needs in near real-time, and to make rapid programme adjustments. The Honey&Banana (H&B) programme uses a digital platform to provide family planning information and referrals to a network of trained providers. The main component of the H&B platform is a toll-free call centre staffed by trained agents who answer enquiries about family planning and contraception. H&B uses Customer Relations Management (CRM) software to monitor changes in customers' needs and their behavioural intentions, and to make corresponding programme adjustments. Our findings show that intervention activities such as targeted media campaigns can affect the needs of the audience (such needing information about long-acting reversible contraceptives) as well as behaviour change intentions (such as accepting a referral to a family planning provider). 
However, less targeted demand generation campaigns can attract a broader audience that is less motivated to adopt behaviour change. The finding that the needs of the target audience can change rapidly highlights the value of digital tools that can monitor those needs in near real-time, and the importance of programs to be nimble and be responsive to the changing needs of the audience. Digital tools such as the CRM also proved useful during the COVID-19 pandemic because customer data continued to be collected throughout the pandemic, despite the restrictions on physical movement during the lockdown.
Presenters
OO
Olaniyi Olutola
DKT Nigeria
Co-authors
DM
Dominique Meekers
Tulane University
CO
Chidinma Onuoha
DKT Nigeria
Evaluating the incremental impact of multiple seasons of Chhaa Jaa in India using Digital Impact Surveys on Facebook
Preformed PanelResearch-oriented proposals 09:15 AM - 10:30 AM (Africa/Casablanca) 2022/12/06 08:15:00 UTC - 2022/12/06 09:30:00 UTC
Launched in 2019, Chhaa Jaa ('Go forth and shine') is Girl Effect's digital-only programme that invests in behaviour change communications to improve sexual and reproductive health outcomes for Indian adolescent girls. To date the programme has delivered three seasons of content on social media, using high production formats and containing content designed to reflect girls' lives and needs.
Digital Impact Surveys (DIS) were conducted using Facebook to assess the impact of each Chhaa Jaa season and identify psychological drivers that required greater focus in subsequent seasons of Chhaa Jaa, and to modify messages and formats to build towards the final outcomes.
Overall the study was able to track shifts in intention (12%) and behaviour uptake (6%) for menstruation-related issues in the first 2 seasons, as well as identify dosage levels required to achieve sexual and reproductive health-related outcomes among girls. Multiple waves of this study also indicated that compared to other outcomes, achieving contraception uptake requires longer, more targeted interventions.
This methodology's primary challenge will be the ability to replicate it on non-Facebook products, because every digital platform has its own unique targeting functionalities. Girl Effect's Insights team will in future strategize in sync with the programme's expansion plans and explore ways of rolling out surveys on the potential platforms. 
Presenters Niharika Sharma
Girl Effect India
Shujaaz Inc
,
DKT Nigeria
,
Girl Effect India
,
iMedia Associates Ltd
,
iMedia Associates
Mr. Osman Justine Conteh
Sierra Leone Red Cross Society
,
Development Media International
Mr. Toffic Dapilaah
,
Amplio Ghana
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