As a multi-media communication campaign, Y.E.A.H employs a variety of communication channels that reinforce each other. The centrepiece of Y.E.A.H. campaigns is the weekly radio serial drama Rock Point 256. Messages in the drama are reinforced and repeated through other communication channels that include:

• Radio Spots
• Songs and Music Videos
• Posters
• Comic books
• Billboards
• Street Signs
• Fact Sheets
• Board Game
• Flyers

Y.E.A.H. also produces promotional materials such as key rings, bandanas, t-shirts, cups, pens, and bumper stickers.

How media materials are developed
The various reinforcing media materials are developed following a “Participatory Process.” Assessment and analysis of issues to be focused on is done through formative research. The research results are used to come up with a Communication Strategy, which is developed in close collaboration with stakeholders and young people. The Communication Strategy describes the intended audiences, communication objectives, key messages, and media materials to be produced.

Y.E.A.H. develops a creative brief based on the strategy that is shared with the creative designers who design the media materials. Initially, all materials are designed in English. The Y.E.A.H. team reviews the materials, seeks technical input from the TAT, and the creative designers make changes accordingly.

After the technical review, Y.E.A.H. pre-tests materials among their intended audiences, and the designers revise the materials accordingly. Once the materials are finalized, Y.E.A.H. seeks approval from the Uganda AIDS Commission and the funding agency before producing them.

Once the English language materials have been approved, Y.E.A.H. translates them into local languages. Y.E.A.H. produces most print and radio materials in four or five local languages. Y.E.A.H. then pre-tests the local language materials among their intended audiences and revises them accordingly. Once revised, the materials are approved internally by Y.E.A.H. before production.

This entire process from start to finish takes from two to nine months, depending on the complexity of the issue to be communicated and the availability of the people who review and approve materials.

The produced material is then disseminated through various channels like billboards, street poles, newspaper ads, radio and TV.