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The term ‘influencer’ has always existed, but it wasn’t until the rise of Instagram and Facebook in the late 2010s that it became a job description, too. In West Africa, where the smartphone market has exploded in recent years, the number of professional influencers has followed the same upward trend. But these highly popular influencers who have a big following on social media, often do not reach communities with a low penetration of smartphones.
“By sharing personal stories from young people, community leaders are more likely to become engaged as changemakers for sexual and reproductive health and rights.”
Community leaders as influencers
“In most rural areas where we work, young people don’t have a smartphone. This is why we don’t just work with influencers who are active on social media. We also work with traditional and religious leaders, because they play an important role as guardians of cultural practices within these rural communities. By ensuring that these community leaders understand the importance of sexuality education for adolescents and young people, we can mobilise them to help us achieve our goal; which is to enable young people to fully enjoy their sexual and reproductive health and rights,” says Guy Martial Mendo Ze, in charge of the Ado Avance Ensemble Programme at CAMNAFAW in Cameroon.
Sexuality education
CAMNAFAW organises meetings with religious and community leaders. “During these sessions, we inform and train participants on the importance of sexuality education. We do this by sharing real-life examples. For example, we talk openly about what it means for adolescents when they do not have access to menstrual products or contraception. We also underline how detrimental it can be for a young girl and her family if she undergoes an unsafe abortion. By sharing these personal stories, community leaders are more likely to become engaged as changemakers for sexual and reproductive health and rights. Once we have their buy-in, the leaders take part in mobilising parents to attend our community sessions,” Guy adds.
“We often meet parents who are used to giving instructions to their child, but who have never learned to actually engage in a non-judgmental dialogue.”
Parents as influencers
Parents are considered influencers too, as they have a lot to say over the choices and behaviours of their adolescents. This is why Ado Avance Ensemble works directly with parents to ensure they have the tools to discuss sexuality education openly with their children.
Giving instructions
Guy: “It’s all about how parents communicate with them. We often meet parents who are used to giving instructions to their child, but who have never learned to actually engage in a non-judgmental dialogue. We show parents that taking a friendly approach has a better chance when it comes to convincing adolescents to behave in a responsible sexual manner.”
“Before I took part in this dialogue, I thought it was easier to use fear to educate puberty-age girls about dating and behaviour with boys. But now I understand that it’s better to establish trust and to have a dialogue with your child, which will bring him closer to you, so that he can have the courage to express their problems and needs”, says Belmond Assam, who is a parent in the South Cameroon region. Belmond is one out of the parents who was mobilised to engage in a session organised by CAMNAFAW. In total, the organisation in Cameroon aims to reach more than 3,500 parents by the end of the programme.