Singing for change?
3 Jul 2015
hot
| Learning and Evaluation
In 2014 Twaweza Uganda engaged with a number of partners to execute a country-wide communication campaign promoting positive social change among youth (aged between 18 and 30). The campaign aimed to increase young people’s sense of self-efficacy and to encourage them to start seeing themselves as agents of change in their communities. It also aimed to increase Twaweza’s learning around using artists as role models to exert social pressure or persuasion, and to trial the use of specific calls to action alongside generalized messages about the power of individuals to make things happen.
But did it work and what did we learn?
We havent answered that question in a holistic way but this brief provides insight into one core component of the campaign - five concerts held around the country for young people where artists played their music but also shared their own interpretation of the campaign messages.
Key Findings
- Nearly 6,000 young people across five different regions of Uganda attended musical concerts organized around the theme of promoting young people as positive agents of change in their communities.
- 87% of participants recalled messages regarding contributions that could be made in society, and 84% recalled messages regarding young people having a role in making change happen.
- 93% of the concertgoers said that they had indeed learnt something from attending the concerts, among which most of the spontaneously mentioned messages were the core promoted messages.
- On the other hand, only 9% of the participants could recall the last part of the main slogan “We talked yesterday…” whose answer was “let’s act today”.
Read more:
Authors: Varja Lipovsek
Download
- Singing for change? | Monitoring Brief |
809.79 KB
Translations
You might also like...
- Learning note 13| A twist on performance theory (28 Mar 2018)
- Appetite for accountability in Tanzania:Translating election-time signals into accountability values (22 Mar 2017)
- Listening to critical friends | Monitoring brief (9 Mar 2017)
- Twaweza Immersion 2016: Looking for Public Agency (17 Jan 2017)
- Where the rubber hits the road: Sub-national conversations and views on education. (24 Oct 2016)
- Twaweza in 2015 | Annual Report (20 Sep 2016)
- Is civic space in Tanzania shrinking? (13 Sep 2016)
