Abortion stigma remains a major barrier to safe care in Sub-Saharan Africa. In Kenya-where abortion is legally permitted under specific conditions-stigma and misinformation persist, contributing to unsafe abortions and preventable maternal deaths. In 2024, Viya Health East Africa launched #ReadyOrNot, a 20-week, rights-based, community-led digital communication initiative to promote accurate information, empathetic dialogue, and equitable access to safe, legal care. The campaign targeted young adults (18–35) on Facebook, Instagram, TikTok, YouTube, Website, and WhatsApp-platforms central to youth socialization and learning. Using a "movable middle" approach, micro- and macro-influencers (n≈12; seven as lead storytellers) co-created and disseminated storytelling, myth-busting, and evidence-based content, while a WhatsApp cyber-educator offered private dialogue and in-channel signposting to Marie Stopes (clinic), HealthX (telemedicine), and MyDawa (e-pharmacy). Ethics and safety were ensured via consent-based data flows, non-targeting of minors, and active moderation.
Measurement combined "Determ" sentiment analysis, Deep Canvassing–style qualitative probes, platform analytics (PowerBI), and a WhatsApp mini-panel (n=40). The campaign generated 10.5M impressions, 2.5M engagements, and expanded Viya's digital community 4,700 → 51,932. Positive sentiment rose from 11% to 46%, high-support attitudes (scores 9–10) increased 14.8% → 34.8%, and referrals to partner clinics increased from ~2 to ~65 per month (cumulatively 312 referrals, 83 completing MA counseling/options). Findings show that empathy + storytelling + factual clarity, delivered through privacy-first, connected pathways, can reduce stigma, bridge knowledge gaps, and convert online dialogue into safe, real-world services in restrictive, highly polarized contexts.
Abortion stigma remains a major barrier to safe care in Sub-Saharan Africa. In Kenya-where abortion is legally permitted under specific conditions-stigma and misinformation persist, contributing to unsafe abortions and preventable maternal deaths. In 2024, Viya Health East Africa launched #ReadyOrNot, a 20-week, rights-based, community-led digital communication initiative to promote accurate information, empathetic dialogue, and equitable access to safe, legal care. The campaign targeted young adults (18–35) on Facebook, Instagram, TikTok, YouTube, Website, and WhatsApp-platforms central to youth socialization and learning. Using a "movable middle" approach, micro- and macro-influencers (n≈12; seven as lead storytellers) co-created and disseminated storytelling, myth-busting, and evidence-based content, while a WhatsApp cyber-educator offered private dialogue and in-channel signposting to Marie Stopes (clinic), HealthX (telemedicine), and MyDawa (e-pharmacy). Ethics and safety were ensured via consent-based data flows, non-targeting of minors, and active moderation.
Measurement combined "Determ" sentiment analysis, Deep Canvassing–style qualitative probes, platform analytics (PowerBI), and a WhatsApp mini-panel (n=40). The campaign generated 10.5M impressions, 2.5M engagements, and expanded Viya's digital community 4,700 → 51,932. Positive sentiment rose from 11% to 46%, high-support attitudes (scores 9–10) increased 14.8% → 34.8%, and referrals to partner clinics increased from ~2 to ~65 per month (cumulatively 312 referrals, 83 completing MA counseling/options). Findings show that empathy + storytelling + factual clarity, delivered through privacy-first, connected pathways, can reduce stigma, bridge knowledge g ...
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