Using Pleasure to Reach Young Kenyans with Reproductive Health Information
By Christine Oduor, PSI Digital Program Manager, and Florah Muchiri, PSI Digital Communications Associate
What if you could go beyond a search engine and get honest, validated answers to your sexual and reproductive health (SRH) questions — especially questions about sexual pleasure — right on your mobile device? Imagine the difference this convenient, 24-hour information source could make in the life of youth and young adults, who might struggle otherwise to find reliable, stigma-free information on these topics from other sources.
PSI piloted a chatbot to serve this purpose. By programming it with content about SRH health and pleasure, marketing it, and tracking use, we demonstrated that integrating SRH information with facts about pleasure can increase the engagement of young women and men with this critical health information. We started with the following hypothesis: If Kenyan young adults (ages 18–29) can access sex-positive SRH information privately and on-demand with digital linkages to health services via a chatbot, then they will engage in less risky sexual behaviors and increased contraceptive method use, resulting in fewer unintended pregnancies and sexually transmitted infections.
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Sprint 2: Building on insights collected from young people during Sprint 1, we developed and tested the chatbot prototype. To improve its functionality, we gathered feedback on how young people wanted to engage with it.
Sprint 3: Finally, we launched the pilot test of the refined chatbot over an eight-week period, using a phased-in approach. During the first four-week phase, users interacted with only SRH-focused content focusing on contraceptive methods and menstruation to establish a baseline measurement of engagement and an overall satisfaction rating. During the second phase, the team layered pleasure content into the chatbot and social media marketing communications reflecting as much. To read about the first two sprints, check out “Young People, and The Intersection of Sex and Pleasure” for Sprint 1. Read “What We Have Learned, Building and Testing a Youth-Powered Digital Sexual Reproductive Health Bot,” to learn about Sprint 2. Below, we are excited to share results from Sprint 3.
