“Just the Two of Us”

STRATEGIES AND TOOLS

Extensive research including 45 interviews with youth was conducted to gather insights and information on local social media landscape among youth living in Phnom Penh and their insight on sex, relationship, and contraception. Based on the research findings, several crucial components are identified and used to guide the intervention campaign:

• Youth friendly information access point – confidential, anonymous setting where youth are not questioned or judged
• Authoritative and accurate information – information comes from a source of authority and expertise in a casual setting and focus on personal health, side effects, quality, and price
• Cultural sensitivity and local language – SRH information and MM options are communicated in a way that will resonate with youth and is explained through their culture and language
• Digital component – to meet where youth are with the added benefit of being anonymous and easily accessible
• Discuss SRH as part of health – position SRH information within the boarder health and encourage youth to seek health information for themselves, their friends and future

The overarching campaign concept “Just the Two of Us” utilizes a number of media platforms – Website and Facebook to reach target audiences. Interactive multimedia contents including quiz, article, questions posts, static content posts, answer posts and videos (hosted on YouTube with links from website) are designed and used to raise awareness on SHR and MM among youth, to engage with them and to encourage actions.

To RAISE AWARENESS, multimedia contents including posts and a short campaign introduction video are created and posted on platforms to drive awareness on key campaign messages. To ENGAGE with youth, posts, videos and chatbot are used to encourage youth to discuss and ask questions relating to SHR and MM. Additionally, user profiles that have previously engaged in video contents and/or are fans of the campaign Facebook page are targeted and encouraged to share and advocate campaign page and contents. To encourage ACTION, accurate and reliable information from experts and referral information to youth-friendly and online services are provided.

Campaign contents are designed to follow three content pillars to ensure they drive campaign objectives, are relevant, and provide information that youth seek:

Family Planning educates and empowers youth through factual content. Answering questions they want to know, and informing them on topics they may not know how to ask about. Topics include SRH overview, MM options and debunk myths/misconceptions.

My Future motivates youth to seek out knowledge around their options and reminds them that they are in control of their future. Topics include life goals, relationship/family focus and career aspirations.

Link to Care provides youth with referral to reliable service providers that can provide the care they need. Topics include youth-friendly services and online services providers.

All contents are developed based on three themes – Curiosity covers topics including “my body (sex education)”, “my options (consent)”, “peer perspectives” and “average behaviors”. Shared Responsibility covers topics including “gender roles on MM & pregnancy”, “conversational starter” and “service providers”. My Goals covers topics including “importance of planning”, “how to set goals” and “starting a family”. Contents developed under each theme address issues and topics identified in the three guiding content pillars. Potential experts to best provide support under each theme, tools to facilitate discussions and sample questions are also identified for content creation.

In addition, Q & A is the center feature of the campaign that engages with youth to build a knowledge base responding to real life, relatable questions. Questions are collected on the website, via Facebook posts and Messenger. Accurate and credible answers are provided by experts and to be published in multimedia format across channels.