- Cases
- Uganda
Engaging youth in designing a decentralised youth-centered radio format that complements TV.
01 Situation
Reach A Hand Uganda (RAHU) sought to extend its youth engagement beyond TV to reach rural young people with limited digital access. While TV and online platforms served urban audiences, radio presented a more inclusive channel with deeper rural penetration.
02 Assignment
Proportion was engaged to co-create a youth-centered radio format that complements existing TV content and strengthens multi-platform engagement for underserved communities.
03 Approach
PG lead two RAHU teams to conduct qualitative design research in two areas in Uganda simultaneously, following by an 1-week design sprint ideate and prototype new innovations. Using human-centered design, rural youth insights shaped the process. Ten concepts were co-created, tested with stakeholders, and iteratively refined into feasible prototypes integrating both content and interaction.
04 Result
A unified, multi-channel concept emerged, blending radio with youth-generated content, listening clubs, campfire dialogues, social media interaction, and USSD support. Over 40 stakeholders validated the approach. The process delivered tested prototypes and a pitch-ready concept, equipping RAHU with a scalable model to expand inclusive youth engagement beyond television.
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