TuneMe: Leveraging Insights to Scale SRH Digital Platforms in … · 2016. 10. 20. · Sub-Saharan...
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Leveraging Insights to Scale SRH Digital Platforms in Sub-Saharan Africa Ambika Samarthya, Head of Communications
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Founded in South Africa in 2007, we create, design, and implement open source mobile technologies to improve the wellbeing of people in low and middle income countries.
Introducing Praekelt.org
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Early innovations in SRH content on mobile
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Rapid scale-up and expansion
Soon, YoungAfricaLive reached 1.85 million youth across South Africa, Kenya, and Tanzania.
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What made YoungAfricaLive successful?
Engaging content
Create an engaging place to talk about LSR: edutainment content drove perception and behavior change in a voice that youth related to.
2 User-first positioning
Focus on broader issues around HIV - love, sex, and relationships (LSR).
1 Partnership with MNO
Offer service on a zero-rated system so youths without data plans can access its essential information.
3
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What made YoungAfricaLive successful?
Reaching guys and girls
Many SRH programs aim to reach girls. Without engaging boys, we’re only addressing a fraction of the problem.
5 First-person stories
Leverage stories by real users, creating a safe space for youth to engage with each other and discuss sensitive topics.
4
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TuneMe is a sexual and reproductive health mobile-optimized website aimed at improving the lives of youths in sub-Saharan Africa by empowering them to make informed decisions around their bodies.
Our objectives
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With the support of UNFPA and Ford Foundation, TuneMe is live in Zambia, Malawi, and Zimbabwe, and will be expanding to an additional 3 countries by the end of 2016.
Our progress
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Tune Me
Putting the user first This is NOT just for the user proactively looking for answers: we want to prevent something happening before it’s a problem.
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Tune Me
User-generated content
Incentivize youth through airtime packages Distill copy and pair with fact-based articles Learn from the data: feedback loop
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Working in a continuum
Challenges
Social reality Tech innovation
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Working in a continuum
Sexual health sensitivities Organizations with invested interests in government VS local youth-focused groups on the ground
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Working in a continuum
Cultural changes Society is evolving – there are now many shades of grey. Hard and fast doesn’t change status quo.
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Working in a continuum
Media consumption Higher Facebook penetration rates due to easier access on feature phones. Optimize all mediums!
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Tap into mobile to reach youth
Work within continuums
Live where your community lives
Take-aways
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Rena Greifinger Technical Advisor, Youth & Girls, PSI
October 20, 2016
Changing the World with an Adolescent Mindset
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PSI’s FP2020 Pledge: Through our global network of 65 country programs, reach 10 million people under 25 with modern contraceptive methods by December 2020.
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Increase access to and uptake of voluntary modern contraception
among adolescent girls (15-19 years old) in Tanzania, Ethiopia, and
Nigeria.
Close 50-80% of the contraceptive need gap by reaching 325,000 girls.
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What We Typically Do Researchers
conduct research on target group
Researchers analyze data
Programmers
design activities
Researchers pretest
materials
Programmers implement
activities with target
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What Makes A360 Different? Design teams made up of researchers,
programmers, consultants, and
young people conduct research
Design teams make
meaning of data together and generate
insights and opportunities for
intervention
Design teams
co-create prototypes
Design teams test and refine
prototypes again and again
Program teams refine and implement successful
prototypes at scale
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An Interdisciplinary Approach
Social Marketing
Public Health
Human-Centered Design
Developmental Neuroscience
Socio-cultural
Anthropology
A360
Scale, segmentation, market analysis, behavioral analysis, commercial viability, business cases, supply-chain issues, PBCC
Scientific approach and evidence-based, technical imperatives, ethical considerations
Mining for insight, empathetic design focused on user’s experience, creating, prototyping, innovative thinking, improving execution, desirability
Understanding and application of what we know about the adolescent brain and how that affects adolescent behavior
Deep insights into “why”, seeing patters that are unconscious, remaining culturally appropriate, being gender transformative
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Inception Inspiration Ideation Pilot Scale Bridging Activities
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Inspiration Phase
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“I think we young designers help to interpret the feelings of adolescents -
their language, cultural aspects and their identity. Our involvement helps the
project to be more clear -- on what the research means and to generate
solutions.
I learned about punctuality, politeness, and leaving the decision to the
interviewee about whether or not to continue with certain questions.
I am learning to be inspired. Generally, it
made me into an upgraded version of myself.”
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Ideation Phase
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The Evolution of a Prototype
Tuesday at 3:30PM
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Wednesday at 2:30PM
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Wednesday at 11:45PM
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Thursday at 9:25AM
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“We don’t grow up, we only grow old” – Maya Angelou
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Thank you!