Harmful myths and misinformation about COVID-19 are spreading rapidly worldwide. Adolescents are often the hardest to reach with public health messages. Now more than ever we want to ensure that girls are receiving the advice, information and support they need to stay protected.
From Africa to Asia, we reach millions of girls around the world. We are activating our brands and digital platforms to push trusted, credible, clear and potentially life-saving information directly to girls.
Our team has been working hard to shape COVID-19 messaging designed to:
- Reinforce how to prevent the spread through handwashing and other preventative measures (as outlined by the World Health Organisation)
- Signpost to credible sources of information and support services
- Challenge harmful myths and misinformation
- Support girls’ longer-term ability to cope with feelings of anxiety, uncertainty or isolation
Here are some examples of how we are helping to fight the spread of COVID-19 and support girls, their families and communities globally:
- Springster – our global mobile-brand reaching girls in over 50 countries. Social media campaign is live and aims to equip girls with information they can trust by busting myths about the virus, providing advice on how to cope with feelings of anxiety and isolation, and tips for DIY crafts or activities to do indoors. Promoted COVID-19 social media posts aimed at a global audience using Springster’s Facebook pages and website have an estimated reach of 1.2 million girls in Indonesia, South Africa, Ghana, the Democratic Republic of the Congo, Mozambique and Kenya.
- Chhaa Jaa – our digital-first youth brand in India accessible through Facebook, YouTube and Instagram. 400,000 unique girls between 17-19 years have been reached with Chhaa Jaa’s content in the past eight months. Bespoke Chhaa Jaa COVID-19 content is promoted to our audience every 1-2 days on Chhaa Jaa’s Instagram channel, encouraging girls to stay at home and convert WHO preventative guidance into bite-sized, easily digestible posts.
- Yegna – our multi-platform youth brand reaching girls at scale in Ethiopia through a national TV drama, a radio drama and talk show, music and more. The Yegna cast is sharing regular bespoke content including an informative COVID-19 video encouraging everyone to follow preventative measures. It is being aired as a health commercial on Kana TV – a leading channel that reaches over a quarter of Ethiopia’s TV watching population – and ran during ad breaks for Yegna’s TV show season three finale broadcast with an audience of 10.3 million people.
- Ni Nyampinga – our youth brand in Rwanda which is known by 79% of Rwandans – 6.6 million people. The brand is consumed regularly by 3.6 million people – 680,000 girls aged 10-19 – through a radio talk-show and radio drama, magazine and digital platforms. Ni Nyampinga girl-journalists interviewed a spokesperson from Rwanda Biomedical Center and produced a six-minute package about the COVID-19 pandemic and how to stay safe for Radio Rwanda – a national station that reaches 98% of the population. The feature was cross-promoted on social media channels and our website and we’re working on more.
- Tujibebe – our mobile-based brand aimed at young people in Tanzania which has received over 900,000 calls to its national IVR (Interactive Voice Response) phone line since July. COVID-19 posts will be posted on Tujibebe’s Facebook page twice per week to adapt WHO guidance and provide factual information about how to prevent its spread, what to do if feeling unwell and support for how to cope with stress.
- Zathu – our Malawian youth brand uniting girls and boys which is consumed by 4.5 million people – 700,000 girls aged 10-19 – through music, a radio show and youth clubs. Social media posts featuring COVID-19 messaging for Zathu’s Facebook pages will share how young people and their friends can prevent the spread and protect themselves.