DIDIER PLAYBOOK

The program is made possible by the generous support of the American people through the United States Agency for International Development (USAID). The contents of the program are the sole responsibility of PSI and IDEO.org, and do not necessarily reflect the views of USAID or the United States Government. The program's main objective is to promote behavior change that will lead to impact, particularly in the areas of gender equality and contraception. To achieve this, the program employs a live prototyping approach, which involves learning what works and evolving what doesn't in order to arrive at a solution that is best adapted to the needs of young men. The program's key components include messaging, Facebook, and live shows. The messaging component involves delivering a juicy piece of the story in 160 characters every day via WhatsApp or SMS, creating suspense and drawing in readers. The Facebook component is a fun space to chat, ask questions, and learn from positive role models through Didier-themed content. The program's story is centered around the character of Didier, a 17-year-old apprentis living in Abidjan, who is struggling to make a living in the big city. Didier's story is influenced by his boss Yves, a bus driver famous for his sexual conquests, and his sweetheart Grace, a hardworking student who wants to abstain until she finishes school. The program's story plot is designed to resonate with the audience's opinions captured in polls, while always keeping a gender-positive narrative. The program's tracking progress involves capturing feedback and indicators that will point to the potential for impact, as well as the potential for program viability. Equally important is to ensure the experience is desirable and executed in the way it was designed. The program collects qualitative data to help understand not only what is working or not, but also how to evolve it to make the program a success. The program's outputs and outcomes include reach, engagement, intermediate outcomes, and final outcomes. The program's outputs include messaging, Facebook page, audience size, page fans, unique ad views, number of attendees, live shows, responses to SMS prompts, polling results on attitude towards gender equality, active Facebook users, comments and likes per type of content, complete responses to polls, new Facebook likes from friends of current fans, and Facebook likes at event's time/place. The program's outcomes include condoms sold, polling results on attitude towards contraception, increase in contraception knowledge, and increase in contraception uptake. The program's secondary characters include Emma, Joel's wife, and Ange, Joel's baby. The program's story plot is designed to evolve as the story progresses to resonate with the audience's opinions captured in polls, while always keeping a gender-positive narrative. The program's polling results show a change in attitude towards gender equality and contraception over time, indicating a potential for impact. The program's measuring progress involves tracking numbers of poll replies in each story milestone, numbers of comments, Facebook page comments on posts relating to characters, audience feedback on events skits, change in attitude towards gender equality as shown by polling results through time, and change in attitude towards contraception as shown by polling results through time.