"What Would You Do?": A Mobile-based Approach to Improving Youth SRH Through Games and Storytelling.
We will create adaptable, scenario-based quizzes that provide a safe space to practice navigating challenging real-life situations.
Opportunity Areas – Select those that apply
What specific problem(s) are you trying to address? (300 character limit)
Across a variety of environments, youth struggle to access accurate and appropriate SRH information. In addition, discussion of SRH issues often remains taboo, leaving youth unprepared for new situations and vulnerable to abuse, unintended pregnancy, and sexually transmitted infections.
What are some of your unanswered questions about the problem(s) you are working to address? (500 character limit)
How do differences across countries affect acceptability and use of this tool? How can we use unstructured supplementary service data (USSD) and interactive voice response (IVR) to engage users without internet/smartphone access? What is the most effective way to partner with and connect users to local resources and service providers? How can we protect privacy while enabling comments and social media sharing? How can we use social media to facilitate conversations with providers and parents?
Who are your end users? (1000 character limit)
The real stories and quizzes will reach youth in various life stages, including those who are entering puberty, exploring relationships, or are married. Users will read or hear a young person’s story and be able to respond to questions about what they would do in the same situation. The content will be mobile optimized, and we will develop an IVR system to allow youth without internet access to hear stories through feature phones and respond to the questions through prompts. Users will enjoy entertaining content while simulating their responses to challenging situations within a safe space. In doing so, they will improve their SRH knowledge and self-efficacy, even if they were not actively seeking health information. If and when users encounter similar situations in real life, they will be more prepared, having considered potential responses and their implications. They will also feel less alone, realizing that many experience these issues.
Explain your idea. (500 character limit)
Via the web or a toll-free number, users will read or hear a story from a young person describing a real situation they have faced. Users will respond to fun questions via the web or IVR about what they would do in that situation and receive entertaining information about themselves based on their responses. They will have the option to access relevant SRH resources, including linkages to local youth-friendly service providers. Content will be updated weekly to keep users returning.
What is your value proposition? (500 character limit)
The stories and quizzes will entertain young people with a fun game that reveals something about them, appealing to their want to define themselves. The platform allows users to engage with relevant, accurate SRH information by giving them an opportunity to practice essential skills in a private environment. The platform will normalize discussions about youth SRH and provide links to additional resources and local youth-friendly services.
What's different about your idea compared to current solutions? (500 character limit)
Our approach is fun! It will reach youth who are not actively seeking SRH information but may be open to it if delivered in an entertaining way. Instead of being prescriptive, stories and quizzes will let youth explore sensitive topics while respecting their autonomy. Scenarios will model a variety of decisions/consequences without judgement. Content will be developed in collaboration with members of our target audience and relevant partners. It can be accessed by those without internet access.
What are the key reasons why end users would turn to your organization over another?
Customization: Tailoring to specific needs
What would success look like for your end users? (500 character limit)
The platform will benefit youth at the intrapersonal, interpersonal, and community level. Engagement will improve young people’s SRH knowledge, attitudes, and self-efficacy. Use of this platform can spark conversations among young people, encourage knowledge- and service-seeking behaviors, and break down taboos. While we will track the popularity and response to the approach, our ultimate measure of success will be increased access to and use of SRH information and services among young people.
How would you measure the impact your idea has on your end user(s) ? How will you measure the success of your program? (500 character limit)
We will measure engagement with quantitative website and IVR platform vanity metrics (number of users, quizzes completed, returning visitors, comments, shares, etc.). Responses to quiz questions will shed light on changes in knowledge and attitudes over time. A qualitative content analysis of social media activity, a user survey, and key informant interviews will help us assess the impact of participation on SRH knowledge, attitudes, practices, and self-efficacy.
What strategies will/are you testing to acquire end users? (300 character limit)
For the web version, we will partner with an existing youth-oriented website (ex: Buzzfeed) to provide content to an established user base. This partnership will help us reach youth where they are. We will also partner with offline communities, such as youth groups and local service providers.
Key partnerships - Who will you partner with to make your idea work? (500 character limit)
We will partner with local and global Buzzfeed-like websites, such as Hipwee in Indonesia, that host similar lifestyle quizzes and design content for a large youth user-base. We will partner with health institutions, such as International Planned Parenthood Foundation, that provide youth-friendly services to facilitate referrals to appropriate services. We will develop content with youth and a global youth health champion committee, such as the International Youth Alliance for Family Planning.
What is your organization’s name? (150 character limit)
Johns Hopkins Center for Communication Programs
Tell us more about you: (750 character limit)
At CCP, we believe in the power of communication to save lives by enabling people to adopt healthy behaviors for themselves, their families, and their communities. For over 30 years, CCP has worked all over the world to improve health through communication programs. We use diverse methods including storytelling, entertainment, and mobile applications to increase demand for and improve access to quality health information and services. Our groundbreaking research measures the impact of health communication in innovative ways.
Where will your idea be implemented? (200 character limit)
We will pilot this in Indonesia. Youth access to technology and the internet is relatively high there, but the diverse country will also provide opportunities to experiment with IVR adaptation.
What do you need to get started? (500 character limit)
We will need human resources to develop, elicit, and curate locally relevant story and quiz content. We will encourage story submissions from youth and also adapt stories from the Family Planning Voices initiative, a global storytelling initiative led by CCP’s Knowledge for Health (K4Health) Project and Family Planning 2020. We will need to partner with an existing website to design, adapt, promote, and analyze our content.
What is the current scale of your proposed innovation?
It is still in planning phase and does not exist yet.
Expertise in Sector
I've worked in a sector related to my idea for more than a year.
Organization Location (200 character limit)
CCP is based in Baltimore, MD, USA with field offices and country-based health communication sister organizations, including the CCP Foundation Indonesia.
What is your organizational status?
We are a registered non-profit, charity, NGO, or community-based organization.
What is the maturity of your innovation?
Early Stage Innovation: I am exploring my innovation, refining, researching, and gathering inspiration.