Livity Africa believes that young people are the key to leading change in society, and through innovative media aim to engage youth in politics. For South Africa’s municipal elections (August 2016), their challenge was to design and deliver a dynamic multimedia campaign to spark conversations among young South Africans and to increase their interest in politics.
To effectively reach and engage young people, Livity Africa required nuanced insights into youth priorities to inform their campaign. Furthermore, crucial to funder reporting, Livity Africa needed to evaluate who the campaign reached and whether it had any impact on young people making it to the polls on election day.
Africa’s Voices analysed social media data from Livity’s online platforms (Facebook, Twitter and Whatsapp) to:
During a complex project, the AVF team were responsive, flexible, and solution-finding. With a spirit of constant iteration they provided valuable learnings which we’ve incorporated into a new project. This includes the importance of listening and responding to our audiences’ ideas, and applying an adaptive segmented approach to content. The research expertise and support that AVF provided was a real value-add.