Tulonge Afya
Challenge
Traditionally, SBC programs in Tanzania have addressed one behavior/one health issue at a time. How might we create umbrella messaging platforms that can target multiple behaviors under one unified brand?
Outcome
Through a human-centered design process, we developed two messaging platforms: “Naweza”, which targeted soon-to-be parents, parents and caregivers and “Furaha Yangu” an HIV focused messaging platform anchored on loss aversion theory
The approach
Khanga Rue was the lead creative agency on USAID’s signature SBC project in Tanzania. We led the development of branded health messaging platforms that would cut across all the core USAID priority health pillars: family planning, ANC, HIV, Malaria, TB, VMMC, Nutrition, Immunization and early child care. We also led to the development and dissemination of country-wide campaigns across all channels: TV, Radio, OOH, Digital and points of service.
As a partner of Tulunge Afya, we also led training and capacity training sessions with the TZ MOH Promotions Team, and led the development of early rapid response framework for epidemics, namely Ebola.
A series featuring fresh, fun and relatable content about the ins and outs of having a safe, healthy sex life.
Much of the content from the Sister Pack is repackaged through short, punchy, TikTok style tutorial and testimonials by former TAA youth leaders and other young girls.
Naweza SBCC Platform
Naweza, which translates to “I can” has been developed to bring together the focal health areas in an integrated fashion across two primary SBC packages Pregnancy and Childbirth and Caregiving of <5 Children. The Adult Platform umbrella brand will grow brand equity, build trust over time with key audience segments, and allow for the delivery of mutually reinforcing activities and messages using a phased implementation approach
VIDEOS
A library of stories that educate on contraceptive methods that can be used amongst the target audience: Injection, the Pill, IUD, Implants, Emergency Contraceptives and Abstinence
*Actors playing roles for the app
Furaha Yangu
Furaha Yangu! (My Happiness!) - a national campaign whose purpose was, in part, to increase awareness and uptake of Test and Treat services (immediate HIV treatment initiation upon a positive HIV test) at the national level in Tanzania.
LEARNING VIDEOS
Much of the content from the Sister Pack is repackaged through short, punchy, TikTok style tutorial and testimonials by former TAA youth leaders and other young girls.