In 2015, the KITU NI KUKACHORA campaign, which translates to "Make a Plan" in Swahili, was undertaken by Population Service International (PSI -KENYA) with the primary objective of reshaping the mindset of youth. This initiative aimed to instill in them a desire for values beyond materialism and instant gratification. It sought to educate them about the consequences of their actions, particularly in the realm of sexuality, and how these actions could impact their lives.
At the core of the campaign was a compelling rallying call that served as its foundation. Additionally, it was crucial for the campaign to establish an identity that resonated with the youth. To effectively reach this demographic, we employed a simple animation as the preferred TV style.
The campaign's essence revolved around encouraging our youth to emulate positive role models within society. To reinforce this message, we enlisted the participation of local music artists who hold considerable influence in our youth culture. Notable artists included King Kaka, Size 8, Octopizzo, Nonini among others.
The strategic components of this campaign included:
Campaign Slogan: "Kitu ni Kukachora" (Make a Plan)
Brand Identity: Creation of a unique campaign identity
Animated videos: Development of animated videos that conveyed the campaign's message effectively
Merchandise Branding: Application of the campaign logo on various merchandise
Storyboard Animation - Octopizzo
ANIMATION VIDEO - OCTOPIZZO AKA NO.8
Storyboard Animation - Size 8
ANIMATION VIDEO - SIZE 8
In 2018, we initiated Phase 2 of the campaign, building upon the success of its predecessor. This time, we introduced a significant innovation by delivering the campaign's audio content in local mother tongues. This strategic move aimed to ensure that the campaign's videos were not only relatable but also easily shareable, even in rural areas where access to information might be limited.
The visual style remained consistent with Phase 1, featuring simple animated characters. This approach effectively conveyed the message in a visually engaging and accessible manner. Additionally, a touch of humor was incorporated into the campaign's creative elements, further enhancing its appeal. The use of humor not only made the content more entertaining but also served as a powerful tool to effectively communicate essential information about sexual health.
By leveraging local languages and maintaining the established visual style, Phase 2 of the campaign successfully continued its mission of promoting authenticity and encouraging informed decision-making regarding sexual health. It effectively bridged communication barriers and expanded its reach to rural communities, ultimately contributing to positive behavioral change among its target audience.
