Beyond the Screen: Youth Media Driving Dialogue, Voice, and Behaviour Change

 The Social and Behaviour Change (SBC) Toolkit on HIV & SRHR, developed by Y+ Global and UNICEF under the 2gether 4 SRHR program, represents a pioneering multimedia product designed to equip young people with knowledge and skills to drive health outcomes and social change. Initially created as an online and offline resource to bridge the digital divide, the toolkit was further repurposed by a cohort of 12 YouthFluencers into dynamic, youth-friendly formats that leverage the power of social media, interactive games, and in-person engagements. Through platforms such as Facebook, TikTok, WhatsApp, LinkedIn, and X, the YouthFluencers reached an audience of over 100 000 young people, generating more than 100 service referrals for HIV testing, PrEP uptake, STI screening, and SRHR services. Importantly, testimonies from young people highlighted improved ART adherence, leaving toxic relationships, and stronger peer support systems as outcomes of exposure to the campaign.
Beyond digital engagement, the toolkit was reimagined into an interactive game used in workshops, networking events, and conferences such as the HIV & ADO Workshop pre youth networking event, engaging over 1000 young people in participatory learning. The game has proven effective in busting myths, sparking dialogue, demonstrating preventive actions, and instilling positive behavioral change with over 100 downloads for personal usage on our online repository. This submission showcases how a youth-led, multimedia-driven approach can amplify impact, break barriers, and foster meaningful youth engagement in HIV and SRHR advocacy.

Phantsha Hoo, 'Speak Out', a youth-led radio program, offers a non-judgmental platform for youth to garner peer support and advocate for their issues. It enables youth to challenge Botswana's cultural silencing mindset regarding issues such as mental health, gender-based violence, and reproductive health. 
Multimedia platforms are central to social and behaviour change communication (SBCC), particularly for actively digital and socially engaged youth. Stepping Stones International (SSI) partnered with Yarona FM, a youth-centric radio station, to train young presenters. Weekly episodes deliver explicit behavior-focused messages, in the local language, English and contemporary slang to maximize comprehension and credibility.
The show's peer hosts research topics determined by youth and conduct street interviews to secure their opinions and ideas for action. The opening captivates the youth with trending topics coupled with their favorite music. The hosts discuss topics in a peer-to-peer conversational style, then incorporate 'vox pops,' street interviews, and invite live callers, guests and Facebook interactions to broaden the conversation post show. Topics comprise substance abuse, relationships, mental health, gender-based violence, and workplace treatment. Phantsa Hoo ensures social issues are discussed from perspectives of those experiencing them and encourages youth to become self-efficacious in changing their behaviour.
The show's impact includes saving lives from suicide, uptake of assistance for substance abuse and self-reported suggested behaviour changes. By situating persuasive SBCC within a participatory, youth-owned multimedia format, Phantsha Hoo amplifies youth voices, normalizes help-seeking, and increases likelihood of their sustained behaviour change.

¿Qué sucede cuando una de las cadenas de televisión más grandes de América Latina une fuerzas con un líder global en entretenimiento con propósito? Papás por Conveniencia (TelevisaUnivision y Population Media Center) demuestra que la comunicación para el cambio social y de comportamiento (SBCC) puede prosperar en horario estelar. Alcanzando a decenas de millones semanalmente en México, el mercado hispano de Estados Unidos (a través de TelevisaUnivision/Vix) y muchos otros países como El Salvador (canal 2), Nicaragua (canal 10), Guatemala (canal 3), España (Atresmedia/Nova), Rumania (ProTV/Acasă), Venezuela (Venevisión) y Honduras (canal 5). La telenovela utiliza el drama narrativo para integrar temas clave, entrelazando mensajes sobre prevención del embarazo adolescente, concientización sobre infecciones de transmisión sexual (ITS), violencia de género y comunicación familiar en una historia cautivadora.

Este showcase multimedia presenta un clip editado de 4-minutos que destaca momentos detonantes emocionales, junto con ejemplos de los epílogos con llamados a la acción y las extensiones digitales del programa. Panelistas de PMC y Televisa explicarán cómo la narrativa creativa, la colaboración comercial y el diseño conductual riguroso se combinaron para llegar a audiencias a una escala sin precedentes y con impacto social medible.

Papás por Conveniencia es más que una telenovela; es prueba de que el entretenimiento-educativo puede mover corazones, transformar normas y generar cambio social a través de fronteras. Acompáñenos para conocer cómo este modelo está redefiniendo lo posible para el campo y qué capítulos quedan por venir.