The Young Empowered And Healthy YEAH Campaign

1
The Young Empowered And Healthy (YEAH)
Campaign

• Presented at the Stakeholders meeting
• by R. Kindyomunda, UAC
• 18 April 2005

2
Background

• Challenges to communication efforts
• Fragmentation - limited coordination of the
• Utilization of different approaches/theories
• Message inconsistency
• Limited coverage
• Communication largely one way
• Communication targeting individual limited
  focus on environments

3
The Conceptual Framework for communicating to
Young people about HIV/STDs

• A guide to
• Encourage a coordinated approach for addressing
  young peoples vulnerability
• Development, implementation evaluation of
  interventions targeting creating social change
  and individual change
• Spearhead advocacy for action and alignment of
  attention with adequate resources
• Encourage dialogue and networking amongst
  partners provision of comprehensive services
• Support community and young people involvement
  and dialogue

4
Framework development process

• The vulnerability analysis
• Done by young people facilitated by partners
• Analyzed risk for various groups of YP
• Recommendations
• Communication should go beyond immediate causes,
  should be relevant consider realities
• Dialogue between YP duty bearers
• Move beyond surface solutions to social causes
  affecting choices
• Empower YP instead of making them targets
• Listen to YP voices
• Vulnerability analysis report widely shared to
  inform action

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The Conceptual Framework

• Premise
• Individuals not always capable of controlling
  their social environments
• Social factors at various levels shape knowledge,
  attitudes, practices beliefs
• Foundation
• The 5 key risky behaviours that young people
  engage in, the 6 key factors that influence risk,
  and the 3 social domains within which the factors
  exist

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The Conceptual Framework

• Young Peoples Vision
• Empowered young men and women who are happy,
  healthy, reaching their full potential, actively,
  and meaningfully participating in shaping and
  contributing positively to an environment that is
  supportive, protective, and gender equitable

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The Conceptual Framework

• Social levels/Domains
• Basic domain Social/Political norms
• Defined by policies, laws, systems, practices and
  even situations e.g. poverty, conflict
• Underlying domain
• Community norms values knowledge attitudes,
  beliefs practices
• Service delivery systems education, health etc
• Immediate domain
• Individual knowledge, attitudes and practices
• The 3 are separate but completely interdependent
• Duty bears at the different levels identified

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The Conceptual Framework Social Domains The
Onion metaphor
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The Conceptual Framework

• The 5 Key risk behaviours
• Early sexual activity decrease in age at first
  sex?
• Sex with multiple partners
• Serial faithfulness
• Unprotected sex
• Inter-generational sex
• The CF discusses current situation in relation to
  each and causes at the various social domains

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The Conceptual Framework

• The six key factors
• Life skills
• Participation of young people
• Adult support
• Friendly services for young people
• Sexual exploitation
• Gender issues

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The Conceptual Framework

• Exploring the Framework
• The key factors are the most important areas to
  be impacted upon to reach the YP vision
• The CF
• explores each key factor at each level
• Analyses the current situation
• identifies interventions and initial outcomes
  short term, more immediate
• The behavioural outcomes long term
• The sustained impact
• There is interaction between the domains for each
  key factor
• cause effect at one level reinforces or hinders
  impact at another level

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Utilization of the Framework

• All actors in this area do not work at all levels
  and in all areas
• Identify areas of existing new interventions
  and act within capacities and mandates
• Identify opportunities for networking and
  partnership development
• Bring new partners on board
• Advocate for resources and action in the various
  domains

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The YEAH Campaign

• Initiated by UAC in partnership with key
  stakeholders
• Multi-sectoral not owned by any
• Promotes one national brand
• Multi-channel mass media, One to one, etc
• Primary audience 15-24 yr olds in out of
  school
• Targets social change
• Adults also as duty bearers
• Conducive environment for addressing childrens
  issues

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YEAH Campaign

• Seeks to address the identified gaps
• Limited coverage
• Fragmentation of efforts
• Duplication
• Message inconsistency
• Lack of common tools, approaches
• Limited capacity for communication
• Strategic information management for BCC

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YEAH

• YEAH does not replace existing efforts/programmes
  but compliments
• Targets harmonized action
• Collective thinking
• Common voices
• Common tools
• Exploitation of existing structures to deliver a
  common message
• Information sharing learning from action
• Pooled funding?
• Young people involvement
• Bases on the Conceptual Framework for
  communicating to young people

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YEAH Implementation

• Under auspices of UAC
• Initial support from USAID
• YEAH Steering Committee
• Technical Implementation Unit
• Technical Advisory Team (TAT)
• Young People Advisory Groups (YAGs)
• Regional Lead Agencies
• Financial Management flexibility

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YEAH Implementation

• How can partners participate
• TAT activities
• strategic guidance and programming
• Message material development
• Development/harmonization of tools
• Regional lead agency
• Support YAG activities
• Community activities
• Message/material dissemination using partner
  structures
• Partnerships with stakeholder initiatives