Out of school Tone: Funny, Inspirational and strong. Slangs: messages using slangs among out of school youths. why drinking excessively chewing khat? Intoxication to a level of euphoria why? Why go through this? – Good for nothing type of people. Taxi Drivers Tone: Sense of humor and using the kind of language they are used to and can relate to as well as using role models from the taxi community. Phrases: Examples (If you stop khat the taxi is for sure it is your own- pick one of the other) (IRAY is the radio program they mostly listen to when chewing Khat- so either you chew khat listening to IRAY or work hard, save more and buy your own car) Channel: Sticker on the car, electronic media radio/music. Poster, the newspaper for the taxi – community (“Sichento”) and ringtone (like the condom one) Migrant/Seasonal Workers Tone: touching, emotionally moving and something they can relate to. Proverbs (when you aim higher unrealistically you will lose what you already have. Save your money. Think of yourself; think of your family, think of your wife). Channel: Radio, billboards and counseling at workplace.
Out of school Tone: Funny, Inspirational and strong. Slangs: messages using slangs among out of school youths. why drinking excessively chewing khat? Intoxication to a level of euphoria – why? Why go through this? Good for nothing type of people. Taxi Drivers Tone: Sense of humor and using the kind of language they are used to and can relate to as well as using role models from the taxi community. Phrases: Examples (If you stop khat the taxi is for sure it is your own- pick one of the other) (IRAY is the radio program they mostly listen to when chewing Khat- so either you chew khat listening to IRAY or work hard, save more and buy your own car) Channel: Sticker on the car, electronic media – radio/music. Poster, the newspaper for the taxi community (“Sichento”) and ringtone (like the condom one) Migrant/Seasonal Workers Tone: touching, emotionally moving and something they can relate to. Proverbs (when you aim higher unrealistically you will lose what you already have. Save your money. Think of yourself; think of your family, think of your wife). Channel: Radio, billboards and counseling at workplace.
alcohol_communication_strategy_design_workshop_report.docx