My Health, My Life
As prime contractor on the My Health, My Life (MHML) program in Zimbabwe, The Kaizen Company is leading a diverse consortium to design, produce, and distribute a feature-length film, interactive card game, and audience engagement strategy. This two-year program will produce an innovative media initiative to empower, educate, and support adolescent girls and young women in Zimbabwe and overcome “message fatigue” around complex, interconnected health challenges. It will create products specifically designed for crucial stakeholders in Zimbabwe including ministries, teachers, health care workers, USAID implementing partners, and other community-based organizations. This solution will support individual-level behavior change by constructing a new narrative for the country and region. This package will include:
1. A MEMORABLE FEATURE-LENGTH FICTION FILM
In partnership with the Discovery Channel, production of this film will form the core of a suite of products designed to advance wellness in Zimbabwe. The movie will both entertain and incorporate important messages around agency and self-efficacy into character development. MHML will also create a facilitation guide to accompany the film for use schools and clubs for structured reflection on healthy behavior change.
2. AN INTERACTIVE CARD GAME
To extend audience engagement and messaging opportunities beyond the film, MHML will create a card game that spurs discussion of sensitive social and health topics, while reinforcing positive behavior and promoting available services. The card game will be designed with entertainment in mind, expanding engagement with the MHML initiative.
3. SOCIAL ENGAGEMENT
MHML will establish communication channels to engage and leverage participation and monitor success. It will develop initial strategies to encourage audience buy-in and generate buzz. These strategies will include a social media presence to promote healthy behaviors, outreach activities for audience cultivation (contests to encourage creativity, as well as competitions for school groups), and mobile/SMS campaigns to measure audience engagement and message retention.