Tukisonga - A Kenyan Youth Brand

About This Project

Summary

Girl Effect co-created Tukisonga, a youth brand inspired by young people’s need for connection, validation, and support. Building on WAZZII, it empowers youth in areas like sexual health and economic growth through engaging stories and media. We co-created Tukisonga with young people down to the visual identity and name ('As We Move') to reflect unity and vitality. We then designed a multi-media ecosystem that included a TV/radio drama, a podcast, social media content and on-ground activities.

Goals & Objectives

We ran a multimedia norms-change campaign; digital ads, OOH, activations, music, screenings, and community discussions. The campaign used storytelling to empower young people's decisions in Nairobi and Migori over SRH conversations and gender roles in relationships and contraceptive uptake.

Results & Impact

TUKI? reached 1.1M weekly TV viewers, 41K YouTube views per episode, and 300K weekly radio listeners. The promo and anthem got 71K YouTube views, and the podcast reached 2K views per episode. It’s a success that continues to empower and unite youth through storytelling.