Beyond the Megaphone: How "Najali" Sparked Heartfelt Conversations on Gender Equity
It’s a conversation that began sometime in February 2022.
“Marcus!” It was Ashley of WRTHY (then called “hive”) on the other side of the line. “You remember that conversation we had last year? Hebu let’s talk about it. Let me also bring Ann into this call.”
When a Kenyan uses that phrase, especially when it starts with “hebu”, you know they’re serious.
And that conversation marked the inception point of “Najali”.
I've been in communications in some form or other for more than a decade and a half now, and there’s been a common thread, a resonant underlying sentiment: “Speak first, ask questions later.”
I’ve never been a fan.
So speaking with Ashley on this was a breath of fresh air, because not too often do you interact with people open to doing something differently.
“I want us to first do focus group discussions on this,” I posed to her. “I want us to work from a point of genuine sentiment, rather than assumptions.”
“But Marcus, that means I need to find the budget for it.”
She found the budget. And we struck magic.
Our Approach: From Information to Connection.
Ok, I’ll admit that I had my own biases at the start of this, based on observations and previous experiences, both in strategic communications, and in the behaviour change communications space.
I may have already tipped my hand earlier on one of my biases: That campaigns, as traditionally conceived and structured, feel like shouting into the void. They focus on pushing information out without properly considering whether it connected emotionally or culturally. I’m not talking about the boardroom brainstorms - those are never enough to get to the actual mark. Plus, facts and figures can only go so far; they don’t speak to the heart.
We hypothesised that true behavior change requires more than just information; it demands an emotional connection and self-reflection. So how then do we embark on this mission to speak to the heart?
Step 1 - Understanding the Psycho-Social Threads.
For the "Najali" project - a series designed to engage men in Kenya on matters of gender-based violence and family planning - we deliberately stepped into a curiosity mindset. Here’s how our approach played out, in real terms:
Narrative Empathy Research:
Instead of just relying on existing data sets, we conducted focus group discussions (FGDs) with men, exploring their lived experiences and viewpoints. We sought to understand the emotions, values, cultural norms, and hidden pressures that inform male perspectives. For instance, we uncovered narratives around violence, at one point learning how “a small massage” was seen as "an expression of love or commitment."
The responses revealed complex attitudes and beliefs, unmooring many assumptions through deep listening, while gathering authentic sentiments that proved crucial in shaping our approach and ensuring that our content addressed these underlying narratives.
Emotion Mapping:
Whilst still within these FGDs, we fostered a space in which the men we were hearing from felt secure enough to share their personal stories, inviting them to be part of their own journey of self-interrogation and self-exploration. It was a testing phase unto itself - exploring how the very act of storytelling could be a pathway for reclaiming personal and societal narratives.
We then put it forward plainly: “If you were to create content around this, what would you speak about?” By inviting them into the story creation process itself, we uncovered elements such as the inner struggles with identity, power, and responsibility, all crucial for any messaging on gender equity to land effectively with men.
Thus, our listening wasn’t passive - we were looking for themes that would resonate and we could extrapolate when it came time to put the learnings to lens.
Cultural Dialogue & Transformation (Lab Impact):
Using insights from prior steps, we shaped sensitive narratives that encouraged dialogue instead of lectures. Questions like “Are there spaces in which a husband beating a wife is justified?” opened pathways to challenging previously unexamined assumptions about the role of men. We paid close attention to cultural nuances, using appropriate tone, imagery, and shared cultural symbols to shape perception and influence attitudes.
Step 2 - The Studio-Crafted Threads: Bringing the Lab Insights to Life.
But insights, no matter how compelling, are only valuable if they are effectively interpreted and communicated. We determined that video format would work best. Well, I say “we” - this is something that also came up during the FGDs, with online options being preferred for both accessibility and posterity.
Here’s how we wove the threads together:
Authentic Casting: We tapped into influential local figures such as King Kaka, Shiv Simani, Martin Githinji, Jean Paul Murunga, and Marcus Olang’ (oh wait, that’s me) to engage our intended audience. The series was hosted by renowned local comedian Njugush (Timothy Kimani), who facilitated the conversations.
Conversational Style: The series adopted a candid style familiar to YouTube-style and TikTok-style videos, encouraging genuine discussions without the usual "preachy" undertones common in such engagements.
Actionable Framing: Each episode followed a four-part arch:
Highlighting the broken paradigm: Grounded in real-life stories and statistics, we explored the norms, attitudes, and perceptions that perpetuate harmful behaviors.
Exploring the impact: We discussed the personal, economic, and societal consequences of these broken paradigms.
Fixing the paradigm: We explored key actions that men can take to address these issues, whether as bystanders, perpetrators, or potential perpetrators, creating action points and showcasing pathways towards behavioural changes.
Bringing it home: Each episode concluded with a clear call to action, underscoring individual and communal responsibility in fostering a more equitable society.
Intentional Visuals: Even when addressing sensitive issues, we framed everything with dignity, respecting the subjects involved, and highlighting positive change where possible.
Step 3 - Impact: More Than Numbers
The "Najali" series was broadcast weekly on YouTube, with snippets shared on various social media platforms like Facebook, WhatsApp, TikTok, and Twitter. The engagement was significant, with increased discussions and shares on these platforms, indicating that the content was resonating with the audience.
The comments sections alone offered quite the view:
Men began initiating conversations about gender equity and seeking advice.
There was an openness among some target audiences to change their actions.
Mentions of community members taking action to de-escalate conflicts and promote healthier relationships.
Some individuals reported deciding to take up previously ignored family planning discussions with their partners.
Our ongoing research and engagement with communities through Lab projects continue to provide insights into the effectiveness of this campaign as a behavior modification tool.
Lessons from the Lab: Reimagining Narrative Impact
Through the "Najali" project, we reaffirmed several key lessons:
Heart-first approach: Data is essential, but empathy creates real connections. Our approach prioritizes reaching the human heart before attempting to influence the mind.
Stories are best gathered through listening: True narratives exist within people, not outside them. Our focus on gathering and weaving stories from the community ensures authenticity and relevance.
Participation is powerful: Engaging audiences and communities as partners in storytelling amplifies their agency and builds long-term buy-in.
One more thing…
The success of the "Najali" project is a testament to the power of collaboration. #Better4Kenya and WRTHY were key to bringing this project to fruition. Partnerships like these are not just beneficial - they are essential in addressing complex social issues. And I, for one, am a firm believer in both tapping into other people’s expertise, as well as giving them their flowers.
Notes:
“NAJALI” was based on and adapted from original research by Marcus Olang’. The project was supported by #BetterForKenya and WRTHY.
Advocacy partners for the project included Plan International, Equality Now, Shine a Light CBO, Mathari Police Station, and Pathways Policy.
The series was directed and produced by Marcus Olang’, co-produced by Ashley Odhiambo, and shot and edited by a team from Phil-It Productions.
Najali Episode Links, with full team credits in the video descriptions:
Najali Episode 1: “Pride ya mwanaume.”
Najali Episode 2: “Mambo ya watu wawili.”
Najali Episode 3: “Mambo ya wanawake.”