PSH Amplifying Drug & Substance Abuse linkages to SRHR in Zim

A multimedia campaign called 'The Strength is In You' based on the Baseline survey and HCD insights was developed. The campaign aims to inspire young people to avoid drug use by highlighting the experiences of former drug users. It emphasizes the importance of willpower and self-determination in drug prevention and the significance of social support from family and community. The campaign is driven by 6 champions aged between 24 and 38 years, with lived drug and substance abuse experiences. Six audio testimonials were produced for radio placement, while two videos were created for digital media. Additionally, a set of digital materials featuring the six champions were developed to supplement the videos. To support the outdoor visibility of the campaign, 9 Billboards were produced and placed across Harare (4), Bulawayo (2), Mutare (1), Gweru (1), and Masvingo (1). A campaign microsite was developed to complement the digital media assets, acting as a landing page that provides additional campaign information. A community engagement toolkit was created to support the campaign's implementation at the community level. This toolkit comprises key messages and methods that help programmers communicate effectively with PWUID and their caregivers. 2024 Results Mass & Digital Media Placements -9 Audio testimonials across 7 radio stations:2,422,022 million reached -2 video testimonial videos across Facebook, YouTube and Campaign Microsite: •1,2 million reached •1,697,566 views -9 Billboards 22 Wall Murals (Harare, Bulawayo, Gweru, Masvingo, Mutare) Celebrity and Micro Influencers -10 celebrity artistes engaged as influencers to amplify the campaign during community events, across radio and digital media channels -10 micro-influencers engaged to share videos on personal experiences on DSU across digital media channels 3,152,792 views attained Toll Free Call Centre 527 calls- Majority calls from caregivers\friends (39% - Caregivers, 43% - others eg friends) seeking ways to assist their children to stop and 18% self identifying users seeking counseling and practical tips to stop. Community engagement -Developed a curriculum to capacitate religious leaders with skills to support and help young people and caregivers affected by DSU -195 Dialogues conducted with young people and caregivers -319 at-risk young people and drug users linked to SRHR services -948 first line counselling sessions conducted

The project vision is to trigger discussion around Drugs and Substance Abuse (DSA) and its harmful effects on SRHR outcomes at family, community, and national levels to inspire young people to shun the behavior. The project goal is to contribute to reduced DSA among vulnerable populations including young people, and key populations. By improving knowledge of the harmful effects of DSA on SRHR and GBV, the project will change attitudes towards DSA, and equip beneficiaries with the skills and efficacy to prevent the behavior. Through SBCC interventions, the project will reach 2,000, 000 individuals with traditional mass media, 1, 600,000 individuals with digital and social media, and 150,000 individuals with interpersonal communication at the community level. The projects seeks to achieve the following objectives: -Reduced demand for DSA among adolescents and young people. -Increased social support and empathy to reduce DSA through community engagements. -Increased access to SRHR products and services through media campaigns and community engagements. Anticipated Outcomes: -Increased access to accurate knowledge on the negative effects of DSA on SRHR, and GBV among adolescents and young people. -Improved participation by community leaders, parents/guardians, and influencers in promoting social support and empathy to reduce DSA. -Increased uptake of SRHR services among adolescents and young people.