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Lastly, we had uploaded a user experience map, which later evolved after we acquired feedback from our target beneficiaries, so as to ensure our idea address their needs, taking into consideration the business and social dynamics of slum communities, so as to device a project that will be executed effeciently and effectively.
You can see the change from the initial user experience map we attached, compared to the recently updated one.

Q7. Have you explored relationships to link savings groups to partners? Have you considered potential financial service providers? Is there an actor outside of the Youth Development Fund network you have not considered?

Through one of our programs (MSEP-Mashinani Social Enterprise), we have an existing savings and loaning program, characterized by a low one off transaction fee, consisting of two hundred and fifty members. We would like to create our own fund, which we would like to maintain for sustainability purposes of the whole project. However, financial institutions and other partners will be sought in the long run at the scale up stages. We have not considered banking institutions due to the high interest rates levied on loans, and the demand for collateral, which has made loaning services out of reach for the youth from slum communities.

Q8. You have a great opportunity to leverage Ghetto FM for the benefit of youth skills and business development in your communities and beyond. It will be great to hear more about how this aspect of the work - which is your USP (unique selling proposition) - will happen!

Indeed Ghetto FM is our asset in developing youth skills to reach more youth in slums and beyond through our online streaming, local partner radio stations and our content production strategic development partner BBC Media Action.

Q1. Tell us more about your relationship with Ghetto FM and BBC Media Action. Are these new partnerships? Existing working relationships?

SIDAREC has 5 programs, namely:
• Youth Reproductive health and sexuality
• Early Childhood Education and e-learning
• Entrepreneurship and Mashinani Social enterprise (MSEP) loaning scheme.
• Women and Girls
• Community Media (Ghetto FM) and ICT
Therefore, 99.9 Ghetto FM as seen above, is one of SIDAREC’s programs under community media and ICT and has broadcast frequencies that exclusively targets vastly populated Embakasi and Kamukunji slum areas. It is therefore a community radio station owned by SIDAREC and used to amplify SIDAREC’s social programs mentioned above. It is very instrumental in creation of awareness and educational issues that affect people living in slum communities.
Through Ghetto FM banner an Amplified voice for the voiceless, the station aims at engaging community participation in SIDAREC’s development agenda by amplifying social issues of benefit to them as well as seeking solutions in a human centered design approach.
Ghetto 99.9 FM station has a listenership of over 600,000 people.
BBC Media Action is the BBC’s international development charity that uses media and communications to achieve development outcomes in the areas of health, governance and resilience. The charity aims to reach audiences at scale – reaching hundreds of thousands of peoples – sometimes millions with information that raises awareness, increases knowledge, shifts attitudes and social norms and ultimately behavior change. BBC Media Action works through partnerships with radio stations such as Ghetto FM, strengthening our capacity to produce media outputs that transform communities and societies.
Our partnership with BBC Media Action is not new, as it began in 2015 within a WASH (Water and sanitation hygiene) project, where they are building our capacity to produce programs that shift attitudes and produce behavior change with regard to hand washing at all times. As you know, our organization is situated within a slum area where health problems arising from lack of proper sanitation and hygiene are rife. BBC Media action has been supporting us editorially and technically to be able to produce media programming around WASH.

Q2. How will you collaborate together to make this idea come to life?

In this proposal, SIDAREC will leverage this relationship with BBC Media Action, making use of the editorial and technical skills of our BBC Mentor to help us produce programming that will improve the livelihoods of young people, providing them with practical entrepreneurial information, linking them to markets, mentorship, tools and other opportunities, in order to build their self and collective efficacy to enable them grow their micro-enterprises to scale, thus enabling them to create livelihoods for themselves, their families and their communities; with the ultimate goal being to make them their own bosses, and employ others.

Q3. What role will Ghetto FM take in each aspect of this specific youth employment project? How would each aspect - skills development, information sharing, network building - happen?

Skills Development- Ghetto FM will design thematic programs in response to a variety of skills of interest to youths and elicit listener feedback on their viability, profitability and scalability before it’s endorsed as a viable business for incubation. Ghetto FM will run PSAs calling out youth will skills that become potential businesses for a challenge and through ghetto FM vote for them. Those interested with a particular skill may join and learn through the incubation process. The aim is to create an idea - factory for as many youth as possible to choose from.
Information sharing:- Besides live broadcasts, will share business information through social media interactions. Ghetto FM has a vibrant Face book, twitter, you-tube and online live streaming. The radio uses mobile phone short messaging (sms), phone callbacks and yahoo chats for feedback.
Network building- In network building Ghetto FM will be crucial in the creation of radio listening groups from feedback areas. SIDAREC is a youth organization and as such works with youth groups and organizations with programs that target youth development. In this project we shall establish new networks through our current networks to rope in more youth. These groups and organizations will be mobilized to develop business “how to do” content for broadcast. We shall reach out to private and commercial enterprises to advertise on Ghetto FM and even co-host youth interested in their type of business ventures.