IMARA.TV Q4 2024 M&E REPORT

By Team Imara

Q4 2024 Team Imara

Contents

Introduction 3

Audience Report 3

Summaries 4

Facebook 7

Instagram 14

Youtube 17

X/Twitter 22

Tiktok 25

New Imara.tv Web app 30

Youth Socio-Economic Impact Photos 36

Rada UoN App Activation 36

YSW LifeYangu.com Campaign 40

Conclusion 47

Introduction

The following is the audience and impact report for the period 1^st October 2024 to 31^st December 2024 through the following channels:

1. Facebook

2. Instagram

3. Youtube

4. X/Twitter

5. Tiktok

6. The new web app www.imara.tv

Audience Report

The jobs created and audience engagements were created through the following activities:

1. The 2023 RHNK Conference exhibition of Imara.Tv films

2. The launch of the Vision 2030 strategic plan

3. The UNESCO 16DaysofActivism Webinars

4. The UNESCO Rada App UoN Activation

5. The YSW Integrated Roadshow and Ghetto Radio Talkshow Campaign

6. The KMTC Live Townhall on GBV Awareness for 16DaysofActivism

7. The YSW Bungoma Youth SRHR Awareness Workshop

8. The YSW Samburu Youth SRHR Awareness Workshop

9. The WatotoKaeniChini Ngong Bus Park Film & Music Extravaganza

10. The Vision 2030 Show end year livestream

11. Many other online and offline engagements

The two main call to action campaign links were:

1. Rada UoN App https://play.google.com/store/apps/details?id=com.radauon.radauon2

2. YSW Kenya platform https://lifeyangu.com/

Summaries

Total Views By Platform

Age and Gender Distribution

Facebook

Instagram

Youtube, Twitter/X and TikTok

Geographies (Cities/Countries)

Quantitative Summary of outcomes

Activity 1a: Imara Tv Sustainability Strategy Development

• Interviews/Workshops: Conducted with 21 corporate sponsors, 46 youth content creators, and 37 content consumers.

• Microfilms Produced: 42 new AYSRHR microfilms produced.

Activity 1b: Redesign of Imara.Tv content management platform

• Interviews/Workshops: Conducted with Imara Tv administration team, 21 corporate sponsors, 46 youth content creators and 37 content consumers.

• Apps Created: 2 new apps were created (studio.imara.tv and the rebranded imara.tv video streaming site).

Activity 2: 03PLUS RADA UON App Re-Activation and Promotion

• Social Media Influencers: 30 influencers recruited and trained.

• Webinars: 2 webinars held with 500 young people participating.

• Hashtag Tracking: #03PLUS trended at number 3 nationally on social media.

• App Downloads/Usage: Noticeable increase in RADA app downloads and regular usage

Activity 3: 16 Days of Activism Webinars and RADA App Promotion Campaign

• Webinars: 2 webinars held with 500 young people participating.

• Social Media Engagement: Campaign reached a significant number of young people (quantify if possible).

• App Downloads/Usage: Increase in RADA app downloads and regular usage by 350 new users.

Activity 4: Live TV Townhall Discussion on Gender-Based Violence

Reach: Broadcast on KTN TV, reaching a national audience estimated at 2-4 million people based on TV ratings.

Activity 5: Attending the RHNK Conference 2024

• Booth Visitors: Approximately 200 guests per day at the Imara Tv booth.

Total Engagements: Over 600 conference attendees engaged across four days.

Outdoor Outreach Activities

Facebook

We got a total of 120,996 unique video views on Facebook with 74% from new users

Sample comments from public audience shown below

In total we got over 380 likes, comments and shares. Over 233 people clicked on the two main call to action links, 1300 visits and 58 new followers

Instagram

We got over 104,122 unique views with 11% organic while 89% paid views

We got over 746 likes, comments and shares with 400 clicks to the call to action links

Youtube

We got 5,696 views with 67 new subscribers

Most of our audience was using an Android smartphone

X/Twitter

We got 20,100 views on Twitter/X across several X Spaces, webinars and livestreams

Tiktok

We created a new TikTok in Q4 2024 and got a total of 3,600 views and 5 comments from the public

New Imara.tv Web app

We got 756 visitors to the new website with 694 first time users

We got 20 visitors to our blog with 19 being new

Narrative Report: Empowering Young People on Their Health and Well-being through Digital Platforms

Introduction:

Imara.Tv is an innovative platform that leverages the power of digital media to educate and inspire the public, particularly young people, through short entertainment films that promote social and health-related messages. The primary goal of this initiative is to scale up access to youth-friendly information and services, particularly focusing on improving the health and well-being of adolescents and young people in Kenya.

In Kenya, the health and well-being of adolescents and young people have become critical issues, requiring urgent attention to help them navigate the various challenges they face. Among the most pressing concerns are mental health, teenage pregnancy, gender-based violence (GBV), and the ongoing prevalence of HIV.

Mental health is an often-overlooked issue, yet the rising prevalence of psychological disorders among young people calls for immediate intervention. Education and awareness about mental well-being are essential in combating the stigma surrounding mental health and providing young people with the tools to cope with their struggles. Teenage pregnancy and HIV continues to be major concerns among the young people. Additionally, GBV affects many young people particularly women and girls. Therefore, there is a need to educate the youths and provide vital information in ways that are relevant, timely, and accessible mainly through the use of digital platforms.

Objective: The primary objective of this initiative was to engage young people in raising awareness about Sexual and Reproductive Health and Rights (SRHR) through a variety of digital and low-tech innovations, including online engagement, social media campaigns and the creation of short films. The focus is on safety and awareness during the 16 Days of Activism Against Gender-Based Violence, an annual global campaign that highlights the critical need to prevent and respond to GBV.

By utilizing the 16 Days of Activism as a springboard, this initiative aims to provide a platform for discussing and addressing issues of gender-based violence, as well as promoting broader health topics such as mental health, teenage pregnancy, and HIV. These digital campaigns aim to reach young people across Kenya, helping them understand the importance of SRHR and empowering them to make informed decisions for their health and well-being.

Activities and Approach:

1. Short Entertainment Films: The films created by young people themselves serve as the main tool for educating the target audience. These films tackle issues such as mental health, teenage pregnancy, GBV, and HIV in an engaging and relatable manner, blending entertainment with education.

2. Digital Platforms and Social Media Campaigns: social media plays a critical role in the success of this initiative. Imara.Tv utilizes popular platforms such as Facebook, Twitter, and Instagram to disseminate these educational films and engage with young people. Additionally, interactive campaigns are organized to encourage discussions and build awareness around the topics of SRHR, GBV, and mental health.

3. Engagement during the 16 Days of Activism: The initiative focuses on raising awareness about gender-based violence through targeted campaigns, using the 16 Days of Activism as a key period for mobilization. During this time, Imara.Tv creates and shares content that addresses the impact of GBV and provides information on how young people can protect themselves and seek help if needed.

Expected Outcomes:

• Increased awareness among young people about sexual and reproductive health and rights (SRHR), mental health, HIV, and gender-based violence (GBV).

• Empowerment of young people to take ownership of their health and well-being by providing them with reliable, accessible information.

• Increased visibility of youth-led content, showcasing young people as creators and advocates for positive social change.

• Greater engagement of young people in conversations about mental health, SRHR, and GBV, leading to reduced stigma and better-informed decisions.

Activity 1a: Imara Tv Sustainability Strategy Development

Brief description of the activity:  where it was carried out - location, target population/audience 

Imara.Tv with support of DSW/YSW Kenya and UNFPA, through a competitive bidding process, engaged a strategic business management consultant called Wylde International Consultants Ltd to evaluate the business operations since founding of the startup to identify a sustainability strategy in readiness for scaling up the organization to a national market.

Activity  objective - what was the main objective of the activity

The main goal of this activity was to co-create a sustainable and scalable business model for ensuring growth of the imara.tv platform to achieve the mission of educating the public about SRHR using short funny films while creating jobs for young people in the film industry.

Achievement - key outcome of the activity - how many people participated/were reached e.t.c.

From January 2024 to September 2024 in Nairobi county, the Wylde team interviewed Imara Tv administration team, 21 corporate sponsors, 46 youth content creators and 37 content consumers through in person and virtual workshops to understand the business model, institutional gaps, operational challenges, and opportunities for growth.

The outcome was the Imara Tv Vision2030 Business Sustainability Strategy (2024 – 2030) with clear organizational structure, critical success factors for implementation to achieve impact and key performance indicators to measure growth. The business strategy has been annexed herein

Lessons learnt / Best practices from implementing the activity

The new imara.tv business strategy led to:

1. a pivot from short films averaging 10 minutes to microfilms that are 2 minutes long in order to capture the short attention span of today’s audiences . A total of 42 new AYSRHR microfilms were produced under the new model to test the new business strategy and redesigned web platform

2. redesign of the imara.tv website to make it user friendly and automate manual processes in film production to maximize efficiency for scale up of quantity of films output

3. decentralized operations from the head quarters to grassroots level for increasing the number of young people working on new films or broadcasting existing films to reach a wider audience

4. offline film distribution to reach audiences that do not have access to the internet

Challenges - highlight the challenges

1. volatile political environment in Kenya in 3^rd quarter of 2024 delayed launching of the new business strategy to 4^th quarter

2. limited resources for gathering information from existing and potential imara.tv users limited the number of sponsors, creators and consumers interviewed for improvements to the imara tv platform

3. limited resources for full implementation of the new business strategy led to partial operationalization of the recommended activities for scale up to a national audience

Recommendations

Full implementation of the new business strategy to achieve the target goals by the year 2030 which requires funding as per the budget annexed herein.

Activity 1b: Redesign of Imara.Tv content management platform

Brief description of the activity:  where it was carried out - location, target population/audience 

In parallel to activity 1, Imara.tv with support from DSW/YSW Kenya and UNFPA engaged through a competitive bidding process the services of a user centered software design and development company called Made By Tanasuk Ltd to consume the recommendations of the new business strategy development processes to redesign the imara.tv web platform for improved user experience.

Activity  objective - what was the main objective of the activity

Redesign of the imara.tv web app to make it user friendly in order to increase the number of target users visiting the platform across the three user groups namely sponsors, creators and consumers to achieve the goal of educating the public on SRHR using short funny films

Achievement - key outcome of the activity - how many people participated/were reached e.t.c.

From January 2024 to June 2024 in Nairobi county, the Made team interviewed Imara Tv administration team, 21 corporate sponsors, 46 youth content creators and 37 content consumers through in person and virtual workshops to understand their needs and pain points when creating or consuming films to improve the UI/UX of the platform.

This led to the creation of 2 apps:

1. a studio.imara.tv app that digitized the film production process for content sponsors and content creators to collaborate virtually with imara tv admin to co-create films for increased efficiency leading to increased quantity of films producer per year

2. a rebranded imara.tv video streaming site with ability for content consumers to sign up and create personalized playlists of films which can be used by parents or educators to teach their children or students about SRHR.

The following were the outputs from the redesign process:

a) Concept for the redesign of the Imara TV platform

b) New logo for the Imara TV platform

● Design, brand and deliver a new look & feel for the Imara TV website capturing different functionalities

● Develop a graphic concept and visual language of the new template

● New look and site should be adapted to homepage, sections, sub-sections and components of the site

● Design standard page elements including header, footer, tabs, persistent navigation, contact us , email, subscribe, follow

● Consistent visual language ensuring consistency in fonts, formatting, icons, images, layout techniques

● New template should guarantee that the most recent content on the site is captured automatically in the homepage in an organized way following specific categories, tags, custom taxonomies

● Adapt database of the site to include new categories to display information in an organic way

New sections

● Based on the agreed templates, develop sub-sections to the Imara TV site based on age – cohorts and SRHR topics including structure, functionalities and features as may be desired

● Incorporate functionalities to guarantee the latest information on each subsection is displayed

Functionalities to include in the new template

These features will be guaranteed through the new template:

● Responsive design

● Feed links

● Social sharing features - X, Youtube, Instagram, Facebook share by text selection and Facebook feed by handle and hashtag

● Multiple page styles and custom post types

1 The key interventions include: analysis and review of existing website, suggest creative website designs, harmonize and integrate digital content into the website, apply graphic design skills and user interface to deliver catchy visuals and graphics for the website

● Language options feature

● Search function by age,title, SRH thematic area e.g, SGBV,FGM, GBV e.t.c

● Search content by free text

● Sign up for newsletter/latest news

● Follow

● Subscribe

c) Knowledge transfer tools

• User manual for the Imara TV website with assigned system administrators to perform content upload, system maintenance and administration

d) Support & maintenance advisory

● Technical brief on advisory support provided to Imara on maintenance, administration and quality control of the platform.

Lessons learnt / Best practices from implementing the activity

Digitising the film production process has streamlined the business operations and standardized the film crowdsourcing business model for ease of scale up to national audience given adequate resources. The studio.imara.tv platform has also enabled the business to:

1. easily keep track of multiple films in production concurrently,

2. document each stage of the film production process (like contracting, scripting, previewing etc),

3. scheduling and publishing new films to multiple channels easily,

4. automate tracking KPI’s for efficient M&E

5. collecting user data for engagements via newsletters

Challenges - highlight the challenges

Lack of funds to pay for sufficient cloud hosting resources for fast loading of the new film streaming platform leading to slow speeds that discourage website visitors from returning

Recommendations

Fundraising to complete the implementation of features requested by users over and above the scope of work the Made team has been contracted to do e.g. consumers commenting on films

Funding required to increase cloud hosting servers for faster loading of the new film streaming platform by multiple visitors

Activity 2

Narrative Report: 03PLUS RADA UON App Re-Activation and Promotion Sub-Activity

Introduction: RADA, a mobile application developed and launched in June 2019, by the University of Nairobi in collaboration with UNESCO and the SRHR Alliance, is designed to enhance the well-being of students by providing a safe space for accessing important information on a variety of health-related topics. These include Sexual and Reproductive Health and Rights (SRHR), dating tips, HIV and AIDS, alcohol and drug abuse, mental health, general health, campus safety, and career guidance. The app was created in response to research conducted by UNESCO and the University of Nairobi's Centre for HIV Prevention and Research (CHIVPR), which revealed that students, particularly the youth, are spending a significant amount of time on smartphones, making mobile platforms a key medium for reaching them with vital information.

Implemented Activities:

In partnership with UNESCO and UNFPA, Imara TV undertook a series of activities to promote the RADA app and spotlight key AYSRHR (Adolescent and Youth Sexual and Reproductive Health and Rights) topics during the 16 Days of Activism in 2024. The activities were designed to increase visibility of the RADA app and its benefits, encourage student engagement, and raise awareness about important health issues affecting youth.

a. Film Selection and Content Creation for Campaigns: One of the primary activities was selecting old films and existing UNESCO drama films to create content that would be used for promoting the RADA app and disseminating information during the 16 Days of Activism campaigns. The selected films were re-edited and branded with UNESCO’s messaging to ensure alignment with the campaign's objectives.

• Sub-activities implemented:

  • Online meeting with UNFPA and UNESCO teams: This online meeting was organized to select appropriate films and develop a strategy for their dissemination through both online and offline channels.

  • Editing of old films: The selected films were edited to include UNESCO branding and relevant messaging that would highlight key issues around SRHR, mental health, and other youth health topics.

  • Designing campaign posters and branded marketing materials: Campaign posters and other marketing materials featuring the UNESCO logo were created to support the promotion of the RADA app and its content.

  • SMS campaign for low-tech audiences: Given the need to reach audiences with limited internet access, an SMS-based campaign was designed to disseminate key messages and promote the RADA app via text.

b. Identifying and Training Social Media Influencers: To amplify the reach of the campaign, social media influencers who are passionate about youth health, SRHR, and digital advocacy were identified and recruited to support the RADA app promotion during the 16 Days of Activism. The influencers played a crucial role in spreading the campaign's messages to a broader audience, encouraging youth to engage with the app and access the important health information it offers.

Sub-activities implemented:

• Recruitment: Thirty social media influencers were identified and recruited based on their passion for youth health and their ability to engage young people on digital platforms. These influencers were tasked with promoting the RADA app and sharing content related to SRHR during the campaign.

• Curriculum development: A specialized curriculum was developed, focusing on SRHR, content creation, and effective online communication strategies. This curriculum was tailored to equip the influencers with the knowledge and skills needed to create accurate and engaging content for their followers.

• Training workshop: Imara TV hosted an online training workshop for the influencers, where they were introduced to the RADA app, briefed on the campaign's goals, and trained on creating impactful content that would resonate with their followers.

• Monitoring impact: The social media campaigns of the influencers were monitored using analytics tools to track engagement and ensure alignment with the project’s goals. Real-time feedback was provided to the influencers to optimize their content and maximize the impact of their advocacy efforts.

Expected Outcomes:

1. Increased Awareness: The campaign successfully raised awareness about the RADA app and its role in promoting student health and well-being. Students were informed about the resources available on the app, particularly in areas such as SRHR, mental health, and substance abuse.

2. Engagement of Youth: Social media influencers played a significant role in driving engagement, leading to more downloads and interactions with the RADA app. The influencers’ content helped to spark conversations about SRHR and other health issues that directly affect students.

3. Expanded Reach: The combination of online, offline, and SMS-based campaigns ensured that both tech-savvy students and those with limited access to smartphones were able to benefit from the information shared during the campaign.

4. Positive Behavior Change: Through continuous engagement, the campaign fostered a greater sense of responsibility among students towards their health and well-being, encouraging them to seek information, access services, and make informed decisions.

Conclusion

• The 03PLUS RADA UON App Re-Activation and Promotion campaign, implemented by Imara TV in collaboration with UNESCO and UNFPA, successfully re-engaged students with the RADA app, raising awareness on important topics related to sexual and reproductive health, mental health, and general well-being.

• Through the strategic use of films, social media influencers, and SMS campaigns, the initiative reached a wide audience, encouraging young people to access vital information and take charge of their health.

• This multi-faceted approach not only contributed to the goals of the 16 Days of Activism but also demonstrated the effectiveness of leveraging digital tools to engage and educate youth on critical issues.

Activity 3

Narrative Report: 16 Days of Activism Webinars and RADA App Promotion Campaign

Introduction

The 16 Days of Activism Against Gender-Based Violence (GBV) is a global campaign that aims to raise awareness, advocate for change, and highlight the persistent issue of violence against women and girls. Imara.Tv, in collaboration with UNESCO, UNFPA, and other partners, organized a series of activities to raise awareness about sexual and reproductive health and rights (SRHR), GBV prevention, mental health, and digital well-being during the 2024 16 Days of Activism. A key aspect of the campaign was promoting the RADA app, a mobile health platform developed by the University of Nairobi, that provides students with resources on SRHR, mental health, safety, and more. The campaign utilized digital platforms and engaged a broad spectrum of youth, including marginalized groups, to ensure inclusive participation and discussions on critical topics.

Implemented Activities:

Imara.Tv hosted a variety of activities to maximize engagement and impact during the 16 Days of Activism. These activities focused on promoting the RADA app, encouraging discussions around health, safety, and violence prevention, and fostering a deeper understanding of these issues among young people.

a. Online Webinar Engagements: Imara.Tv organized two online webinars during the 16 Days of Activism, featuring domain experts in the fields of SRHR, mental health, and youth advocacy. These webinars were streamed across Imara.Tv’s social media channels, engaging a total of 500 young people in meaningful conversations about violence prevention, digital well-being, and sexual and reproductive health.

Sub-activities implemented:

i. Event Planning and Hosting: The webinars were planned to coincide with key themes of the 16 Days of Activism. They were hosted on social media platforms, ensuring accessibility and maximizing reach.

ii. Diverse Participation: To promote inclusive participation, efforts were made to represent a diverse range of regions, genders, and marginalized youth groups. This ensured that the discussions were comprehensive, addressing a wide variety of perspectives and experiences.

iii. Expert Facilitation: Key experts in SRHR, mental health, and violence prevention facilitated the webinars, ensuring that the discussions were robust, informative, and insightful. These experts provided critical insights on the intersections of health, safety, and violence, emphasizing the importance of digital safety and well-being.

iv. Follow-up Materials: After each webinar, participants received follow-up materials, including event recordings, key takeaways, and links to the RADA app in the Play Store. These materials were shared to reinforce learning and encourage continued advocacy.

b. Online Film Campaign for the 16 Days of Activism: Imara.Tv collaborated with the trained social media influencers to launch a film campaign during the 16 Days of Activism. Each day of the campaign, a film was published, boosted, and promoted, aligning with the theme of the day. The films, sourced from old Imara.Tv content and existing UNESCO drama films, covered a range of topics including GBV prevention, SRHR, mental health, and digital safety.

Sub-activities implemented:

• i. Hashtag Tracking and Promotion: A unique hashtag, #03PLUS, was used to track the performance of the campaign across social media platforms. The hashtag played a critical role in monitoring and evaluating the reach and engagement of the campaign.

• ii. RADA App Promotion: Each film featured the RADA app as part of the call to action, encouraging users to download the app and access resources related to SRHR, mental health, and safety.

• iii. Engaging Activities and Rewards: To boost participation, Imara.Tv created interactive activities for online viewers. Participants who answered questions about AYSRHR topics or installed the RADA app were rewarded with branded UNESCO merchandise, such as t-shirts, caps, and other promotional materials.

C. Campus Screenings at the University of Nairobi: Imara.Tv hosted screenings of selected films at the University of Nairobi’s main campus. These screenings were designed to engage students directly and create an interactive space for discussing the themes of the 16 Days of Activism. The screenings were also live streamed to reach other campuses and colleges across Kenya and East Africa.

Sub-activities implemented:

i. On-Campus Screenings: The selected films were screened in-person to students at the University of Nairobi. The screenings were followed by open discussions on the themes of the films, such as GBV prevention, mental health, and SRHR.

ii. Live Streaming for Broader Reach: To ensure that students outside Nairobi could participate, the screenings were livestreamed on social media, allowing viewers from other universities and colleges to join the conversation.

iii. RADA App Promotion at Screenings: During the screenings, Imara.Tv promoted the RADA app by encouraging students to install the app and complete specific activities on the platform. Students who participated in these activities were rewarded with UNESCO-branded IEC (Information, Education, and Communication) materials.

Campaign Results:

The 16 Days of Activism campaign successfully leveraged the global momentum of the movement to amplify conversations about youth health and safety, while promoting the RADA app to a wide audience.

• Social Media Engagement: The campaign reached a significant number of young people across Kenya and East Africa, with over 30 social media influencers contributing to the promotion of the RADA app and the 16 Days of Activism. Using the #03PLUS hashtag, the campaign trended at number 3 nationally on social media platforms, generating significant awareness and sparking conversations on SRHR, mental health, and violence prevention.

• App Downloads and Usage: The promotional efforts, including the online film campaign, webinars, and campus screenings, contributed to a noticeable increase in RADA app downloads and regular usage among students. The app became a valuable resource for youth seeking information on health, safety, and personal well-being.

• Diverse Participation: The webinars and campus screenings successfully included a diverse range of participants, ensuring that marginalized groups and youth from various regions had a chance to contribute to the dialogue. The inclusive approach ensured that the conversations were well-rounded and reflective of the realities faced by different youth communities.

• Increased Awareness and Advocacy: Through the webinars, social media campaigns, and campus activities, Imara.Tv was able to effectively raise awareness about critical health issues affecting youth. The campaign encouraged young people to become advocates for SRHR, GBV prevention, and digital safety, and provided them with the tools and resources to take action.

Conclusion:

• The 16 Days of Activism webinars, online film campaign, and campus screenings were highly successful in engaging young people across Kenya and East Africa in conversations about SRHR, GBV prevention, and digital safety.

• The collaborative efforts with social media influencers, domain experts, and university students helped to raise awareness about the RADA app and its role in supporting youth well-being. By combining digital platforms, on-the-ground activities, and interactive campaigns, Imara.Tv was able to effectively promote the RADA app and foster a more informed and active generation of young advocates.

• The success of the campaign, including the trending #03PLUS hashtag and increased app downloads, highlights the power of digital advocacy in addressing the challenges young people face in today’s world.

Recommendations

1. To incentivize young people to attend the film screenings on campus, we recommend providing refreshments.

2. The projects more so the RADA app should be taken to other universities and made open

Activity 4

Live TV Townhall Discussion on Gender-Based Violence

On Tuesday, 10th December 2024, a live TV townhall discussion titled “Safe Spaces for All: Addressing Gender-Based Violence in Kenya’s Higher and Tertiary Education Institutions” was successfully held at the Kenya Medical Training College (KMTC), Ngong Road, Nairobi Campus. The event brought together stakeholders from various sectors to address the critical issue of gender-based violence (GBV).

The townhall discussion was strategically scheduled during the 16 Days of Activism Against Gender-Based Violence, a global campaign aimed at raising awareness and galvanizing action to end GBV. Broadcast live on KTN TV from 6:30 PM to 9:00 PM, the event ensured national reach, engaging both in-person and remote audiences in meaningful dialogue.

Key panelists included representatives from academia, healthcare, civil society and students, each sharing insights on the root causes, challenges and opportunities for creating safe spaces within higher and tertiary education institutions. The discussion highlighted the critical need for comprehensive policies, strengthening systems and awareness programs to combat GBV effectively.

Audience participation was a central feature of the event, with students and attendees posing questions and sharing personal experiences. The interactive format fostered a sense of collective responsibility and inspired actionable solutions.

This collaborative initiative underscores the importance of partnerships in addressing societal challenges. The event concluded with a call to action, urging all stakeholders to prioritize the safety and dignity of everyone.

Outcomes

By leveraging the power of media and community engagement, this townhall served as a vital platform for advancing dialogue, advocacy and commitment toward ending GBV in Kenya’s educational institutions.

Activity 5: Attending the RHNK Conference 2024

This conference was held in Mombasa at the Sarova Whitesands Hotel in Mombasa from 17^th to 21^st June 2024. UNFPA Kenya sponsored the participation of Imara tv in this conference and generously provided us with a booth to showcase our SRHR edutainment films. The conference primarily targeted the adolescents and youth and any organizations that aim to help this specific demographic. The conference's theme, "Priorities for Advancing Adolescent and Youth Sexual and Reproductive Health and Rights (AYSRHR) in Africa," also indicates this us on this specific demographic.

1. Objective of attending the conference

Imara Tv; a digital platform that offers edutainment to adolescent and youth on SRHR issues, sent two of its staff members and the aim was to meet with other like minded stake holders, including policy makers as the Ministry of Health representatives were also present, network with likeminded stake holders including youth oriented organizations, identifying key priorities for improving AYSRHR services and outcomes especially using the digital platform.

Imara Tv was also able to identifying gaps, this was done by understanding the needs of adolescent and youth. In doing so Imara Tv got to undersand how they could tailor they content so as to address specific issues and find some efficient ways of filling in the gaps. For example, the issue of lack of mobile data and smart phones for the youth living in the rural areas.

2. Achievements

The conference was well attended and on average, Imara Tv booth received around 200 guests per day, attracting attendees from both Kenya and other

countries. This included media personalities, youth groups, Amaze director and a youth representative from UNFPA Nigeria. We engaged with over 600 conference attendees across the four days, significantly enhancing ImaraTV’s brand visibility. Notably, we connected with several youth groups, including those from Marsabit, Narok, Kilifi, Kisumu and Isiolo.

We got people who showed interest in Imara TV's content. Several attendees made follow ups with inquiries about collaborations, partnerships and some expressed interest in utilizing our platform for their own SRHR initiatives.

3. lessons learned

Several key lessons were learned from our participation in the conference and booth exhibition.

Brand Visibility and Leads: Attending conferences and having a booth presentation

significantly boosted Imara Tv’s brand visibility and generated numerous leads. This reinforces the recommendation in our recently concluded business model and strategy report to participate in more conferences to further enhance our brand presence.

Alternative Distribution Channels: There was considerable interest in accessing our films

through channels other than our web portal, particularly from attendees in regions with

unreliable internet connections. We plan to address this by screening our films in local

county halls, schools, churches, markets, and theatres.

Leveraging Local Talent: We discovered numerous talented youth groups across the

country, including in remote counties. These groups can create localized content to educate

and entertain their communities on relevant SRHR topics. We aim to collaborate with these

groups to produce more targeted and impactful content.

Need to incorporate games and give aways: We also learned the importance of incorporating interactive

elements such as games and challenges at our booth. These activities, which proved to be

effective crowd-pullers for a neighboring booth, can attract more visitors. We plan to

introduce such games with instant rewards in the form of special merchandise for example branded T-shirts, wrist bands, pens and or caps.

Rewards for Registration: To promote more user registrations, we should offer exciting

merchandise such as T-shirts to the first N number of users who register on our platform.

4. Challenges encountered

Clarifying Our Platform: The concept of web based TV remains unfamiliar to many. Some

attendees were confused, thinking we were a mainstream TV station rather than a digital

web platform specializing in entertaining and educational films. We need to clearly explain

this distinction in our print materials and merchandise.

Booth Logistics: On Day 1, we faced issues due to the lack of HDMI and extension cables. To avoid such problems in the future, we should bring our own cables and extensions.

More Merchandise and Giveaways: We did not have branded give aways or merchandise to give. Having these can help pull more participants to our booth as nearly all who visited our booth asked for giveaway merchandise. The giveaways act as way to promote brand visibility more effectively.

5. Recommendations

In summary, our participation in the RHNK Conference 2024 was highly valuable.

We gained significant insights, increased our brand visibility, and established numerous potential collaborations.

We strongly recommend attending more youth-led conferences, including the upcoming RHNK Conference 2025.

Activity 6: Launch of Vision 2030 Business Strategic Plan

Brief description of the activity:  where it was carried out - location, target population/audience 

Unveiling of the new rebranded platform with an ambitious Vision2030 Business Strategy, the 2 new platforms studio.imara.tv and imara.tv with new exciting features aimed at further enhancing user experience and engagement while upholding the core values of using film to foster positive societal change. This launch event also presented an opportunity to showcase some of the 42 new films and offer the public a glimpse into the future of Imara.TV through its Vision2030 Strategy.

Activity  objective - what was the main objective of the activity

1. Unveil the Rebranded Company Logo and Upgraded User Interface.

2. Launch Imara TV's Vision2030 Business Sustainability Strategy.

3. Premier of New AYSRHR films

Achievement - key outcome of the activity - how many people participated/were reached e.t.c.

1. Increased Awareness and Engagement - The launch generated interest among target audiences,

including potential partners, and new users of the platform, thus expanding the platform’s reach.

2. Strengthened Partnerships - The event opened doors for collaboration with key stakeholders such as

government bodies, non-governmental organizations, and private sector entities interested in youth

empowerment and digital innovation. E.g. UNESCO #16DaysofActivism and Rada App Campaign

3. Platform Growth - By introducing new features and films, Imara.TV grew its user base

significantly, providing greater visibility and opportunities for its content creators.

4. Enhanced Societal Impact - The Vision2030 Strategy set the stage for a broader societal impact by

focusing on themes such as gender equity, health education, and climate action through youth-driven

content.

Lessons learnt / Best practices from implementing the activity

1. Screening films offline to audiences in person capture their full attention up to the end of the films ensuring communication of intended message as compared to online film streaming where analytics show us that people don’t always watch our films to the end

2. High profile public events attract institutional advertisers looking for young audiences to our platform leading to increased revenue and sustainability attesting to the successful product market fit of the new business strategy

Challenges - highlight the challenges

High profile public events cost a lot of money to prepare for and execute well so with the limited funding, we could only host 150 people against a demand of over 500 people requesting to attend

Recommendations

Hold more public events to increase reach and awareness of the imara.tv platform which will require adequate funding to execute.

Activity 7: The YSW Integrated Roadshow and Ghetto Radio Talkshow Campaign

Brief description of the activity:  where it was carried out - location, target population/audience 

Inline with the new imara tv business strategy for offline engagement activities, we partnered with YSW Kenya on a new integrated awareness campaign, aimed at engaging young people in Nairobi on Wednesday December 11, 2024 through a roadshow caravan across Kasarani sub-county of Nairobi County and appearance on the Ghetto Radio Talkshow

Activity  objective - what was the main objective of the activity

Our goal was to enhance the awareness of the lifeyangu.com and Imara TV innovations and their role in addressing sexual and gender-based violence.

This integrated campaign entailed:

• Services provision through partner clinics, hospitals and dispensaries where SRHR information was also passed to the public audiences.

• A caravan roadshow, featuring dancers, and representatives of both Lifeyangu and Imara TV, to engage with the youth, promoting SGVB prevention and protection and the role of both innovations.

• Talk show on Ghetto Radio to further enhance the visibility of Lifeyangu and Imara TV platforms.

Achievement - key outcome of the activity - how many people participated/were reached e.t.c.

An estimated 2,500 people were reached in person with SRHR information plus promotion of access to health services nearest to their location

Lessons learnt / Best practices from implementing the activity

Public events like roadshows attract a significantly large number of captive audiences who are not distracted by apps competing for their attention hence give us their rapt attention and listen to the advocacy messaging

Free public entertainment is a great incentive to attract and engage with audiences

Challenges - highlight the challenges

Limited resources restricted the roadshow to one sub-county of Nairobi with high population density.

Recommendations

Adequate resources for public events will lead to higher returns on public engagement with better communication of the key messages to the captive audiences.

Activity 8: The YSW Bungoma Youth SRHR Awareness Workshop

The event was held on 13^th December 2024 and hosted by Life yangu. Imara tv sent a representative who is an actress in a number of films feature on Imara tv

Objective of attending the workshop

The primary objective of the event was to engage and educate the local youth on critical societal issues, including Sexual Reproductive Health and Rights (SRHR), online sexual exploitation and abuse, and Gender-Based Violence (GBV). These topics are essential in addressing challenges faced by the youth, particularly in underserved and rural communities.

Achievements

Engaging and interesting topics were covered and gained insights gotten. The topics covered included sexual reproductive health and rights, online sexual exploitation and abuse and gender based violence

Sexual Reproductive Health and Rights (SRHR): This session highlighted the importance of understanding SRHR among youth. It covered topics such as access to reproductive health services, family planning, and rights related to personal health decisions. The discussions aimed to demystify myths and stigmas surrounding sexual health and provide practical guidance on accessing services in the region.

Online Sexual Exploitation and Abuse: Participants were sensitized about the growing risks of online sexual exploitation and abuse. Topics included identifying online predators, protecting personal information, and utilizing available resources to report and address such exploitation. The session emphasized the significance of digital literacy and online safety, particularly for young people actively engaging on social media platforms.

Gender-Based Violence (GBV): This session was dedicated to creating awareness of various forms of GBV, including physical, emotional, and economic abuse. Facilitators provided an overview of how to recognize GBV, support victims, and navigate legal frameworks for addressing such cases. The discussion also highlighted the role of the community in breaking the silence surrounding GBV and ensuring that victims receive the support they need.

lessons learned

Limited Knowledge on SRHR: Most of the youth in Bungoma exhibited limited understanding of SRHR. Many were unaware of their rights related to sexual and reproductive health and lacked information about available services and resources in the region.

Unfamiliarity with Platforms: A significant portion of the participants were unfamiliar with the platforms offered by Imara TV and Life Yangu. This lack of awareness has resulted in missed opportunities for the youth to access educational content and resources provided by these organizations.

Lack of Awareness on GBV Legal Procedures: Participants demonstrated minimal knowledge about the legal procedures for addressing GBV. Many were unaware of the steps to report such cases, the legal support systems available, and the organizations that could assist victims in the region.

Recommendations

To address the gaps identified during the event, the following recommendations are proposed:

Enhance Awareness Campaigns: Life Yangu should could increase their outreach efforts to ensure that more youth are educated about SRHR, online safety, and GBV. Targeted awareness campaigns should focus on demystifying myths and misconceptions surrounding these topics.

Adopt Road Shows for Mobilization: Instead of door-to-door mobilizations, road shows should be employed to attract a larger audience. Road shows are more impactful in drawing attention, creating visibility, and fostering community engagement, especially in areas where awareness levels are low.

Leverage Familiar Faces for Community Engagement: The use of familiar faces, such as popular actors from Imara TV, could help bridge the gap between the youth and the organization. This approach would build trust, increase relatability, and boost the effectiveness of mobilization efforts.

Develop Resource Platforms: Provide accessible platforms where youth can access information on SRHR, online safety, and GBV. This could include interactive social media campaigns, community workshops, and partnerships with local leaders to extend the reach of these initiatives.

Collaborate with Legal Experts: Organize sessions with legal professionals who can educate the youth on how to handle GBV cases, including reporting procedures, available legal aid, and navigating the justice system.

Activity 9. The WatotoKaeniChini Ngong Bus Park Film & Music Extravaganza

Brief description of the activity:  where it was carried out - location, target population/audience 

Free Public screening of the films and music performances from imara.tv talents in Ngong town at the public market and bus park on December 27 targeting members of the public. We intentionally engaged 5 local youth to plan and execute the event in order to test the scalability of the concept with minimal involvement of imara tv admin team.

Activity  objective - what was the main objective of the activity

1. Screening of the 42 new AYRSHS films for free

2. Live music performances by existing and new imara.tv talents

3. Sign up of new users to the imara.tv platform

4. Revenue generation from local business advertisements

5. Piloting a public film screening in an open air venue outdoors

Achievement - key outcome of the activity - how many people participated/were reached e.t.c.

1. Over 1,500 people attended the free public event to watch film and listen to live music

2. Over 25 new content creators registered from Ngong Town

3. Production and publishing of 8 new original music films from 4 of the new content creators

4. 2 small businesses advertised on the imara tv platfrom at a fee of KES 5,000 each

5. Succesfully tested the public film screening concept in readiness for scale up of imara.tv to peri-urban and rural counties to reach offline audiences at the grassroot level

Lessons learnt / Best practices from implementing the activity

1. By collaborating with young people at the sub-county or ward level, we can scale up the public film screening events nationally as the films screening and music performances can be easily done by a team of 5 dedicated people with proper training on how to use the imara.tv platform

2. Small and medium business can supplement part of the cost of holding these decentralized public film screening events in return for advertising their goods and services to the local audiences who are the businesses target market. However, the prevailing harsh economic conditions in Kenya limit the number of SMEs willing to spend money on advertising with most businesses approached committing to advertise in future when disposable incomes in peoples pockets increase.

3. Outdoor events require armed police for security

4. Offline events attract and keep audiences engaged better than online events

Challenges - highlight the challenges

Limited funding restricted the number of public film screenings we could do to 1 but it was a successful test of the scalability of the concept.

Recommendations

Training of small groups of young people and resourcing them to screen films for the public in rural and peri-urban centers of population is a scalable and sustainable concept that should be adequately funded for scale up of the imara.tv platform to reach offline audiences.

Conclusion

The event organized by Imara TV, UNESCO and YSW was a critical step toward addressing the challenges faced by the local youth regarding SRHR, online exploitation, and GBV. While the initiative was impactful, the findings highlighted significant gaps in knowledge and awareness that require immediate attention.

By implementing the recommendations outlined in the new Imara Tv Business Strategy, Imara TV can reach the target of national engagement with the youth to foster greater awareness, and create sustainable solutions for the challenges identified. These efforts will not only empower the youth but also contribute to building a more informed and resilient community across the country.

Youth Socio-Economic Impact Photos

We hired 357 youth across 3 counties to achieve the activities in the last quarter of the year as shown in the photo gallery below

Rada UoN App Activation

YSW LifeYangu.com Campaign

Conclusion

Continued investment in online and offline youth centered events with incentives like airtime and job opportunities is recommended to maintain the audience numbers and growth momentum.