Girl Effect unveils Tukisonga Campaign to empower Kenyan youth for a brighter future
Girl Effect, a global non-profit organization dedicated to empowering girls and young women, has unveiled its transformative campaign Tukisonga, aimed at inspiring and equipping Kenyan youth particularly adolescent girls and young women with critical tools to navigate health, economic empowerment, and personal development challenges.
The campaign’s name, Tukisonga, derived from the Swahili phrase meaning “as we move”, embodies the resilience, ambition, and perseverance of Kenyan youth as they strive to create meaningful change within their lives and communities.
At the heart of the Tukisonga campaign is Tuki, a relatable and engaging TV drama series set to premiere on December 6th, 2024. The series will air on NTV and K24 every Friday at 7:30 PM and will explore key themes such as reproductive health, economic empowerment, and societal pressures. Through relatable characters, the series portrays the realities faced by young people in Kenya and highlights how they can overcome challenges through informed decisions, resilience, and support.
“We are excited to bring this drama series to Kenyan audiences,” said Ray Mwihaki, Production Manager at Girl Effect Kenya. “Through Tuki, we aim to spark conversations around critical issues, providing a space where youth can learn, share experiences, and be inspired by stories of resilience and change.”
In addition to the TV drama, the campaign features a comprehensive multimedia strategy to maximize its reach and impact. This includes:
A podcast series that delves deeper into issues around sexual and reproductive health, personal growth, and economic opportunities.
Radio campaigns that will broadcast practical advice and inspirational stories to young people across Kenya.
Community-based screenings in Nairobi and Migori counties, fostering conversations at the grassroots level.
Robust digital engagement through Girl Effect’s platforms, including WAZZII, an interactive digital tool that has already provided reproductive health information to over 1 million youth in Kenya.
Speaking at the campaign launch, Nancy Njoki, Country Director at Girl Effect Kenya, emphasized the campaign’s transformative power. “Tukisonga is more than just a campaign; it’s a call to action and a reminder that no matter the challenges, young Kenyans can move together to create the future they want to see. This campaign is rooted in connection, support, and empowerment. It represents a community of changemakers determined to make positive decisions and build a fair, inclusive, and open future.”
The initiative underscores Girl Effect’s commitment to addressing barriers that prevent adolescent girls and young women from accessing essential reproductive health services and economic opportunities. By combining entertainment with education, the campaign aims to spark dialogue and inspire Kenyan youth to make informed choices about their futures.
Tukisonga builds on Girl Effect’s impactful work in Kenya, including its digital platform WAZZII, which has already empowered over 1 million young people with life-changing sexual and reproductive health information. The campaign’s expansion into TV, radio, podcasts, and community engagement marks a significant step in scaling these efforts to reach even more youth across the country.
Nancy Njoki further highlighted the importance of multimedia storytelling in inspiring action. “Young people face unique challenges, but through platforms like Tuki, we can provide relatable role models and practical solutions that empower them to overcome these hurdles.”
With Tukisonga, Girl Effect aims to foster a generation of empowered, informed, and resilient youth who can drive positive change in their lives and communities. The campaign’s holistic approach spanning media, digital engagement, and community interactions—ensures that Kenyan youth, particularly girls and young women, are supported on their journeys toward health, empowerment, and self-sufficiency.
