When
September to December 2024
Where
All 7 sub counties of Kilifi
Format
Data Champions, community sessions, radio, murals
Partners
Thellesi Trust, Maono Space, Lulu FM, SBS
By the numbers
Phase 3 at a glance
The numbers from the final report.
359
people trained in person
12
community sessions
7
sub counties
1.7M
people reached, online and on radio
Before we started
What people knew
We asked all 359 participants a few questions before each session.
59%
weren’t sure what personal data is
59%
didn’t know their data rights
91%
don’t report scams
87%
had never heard of the ODPC
What we did
Five ways we showed up
Data Champions
Maono Space, Malindi
We trained 6 local changemakers over two days, led by Christine Ajulu of Open Institute. They know their communities, speak their language and are trusted.
Community sessions
12 sessions, 359 people
The Champions ran sessions for 120 boda boda riders, 119 women and 120 young people, using stories and role play instead of slides.
On air every Friday
Lulu FM and SBS
Weekly talk shows at 5pm through September and October, hosted by the Data Champions, plus hourly announcements. Listeners called in with their own scam stories.
Merch that starts conversations
Boda boda stages, matatus, tuktuks
200 reflectors for boda boda riders, 200 wristbands and stickers on public transport. People kept asking: what does Ficha Uchi mean?
Murals, videos and Ruby Kache
Malindi, Kilifi and online
Two murals in Malindi and Kilifi towns, Giriama and Swahili videos, and Giriama influencer Ruby Kache, whose videos reached 150,000+ people.
Where we went
7 sub counties, 14 stops
Two locations in every sub county, picked for a mix of ages and jobs.
Moments
Kilifi in pictures
Campaign artworks
Seen on Kilifi timelines
Scam stories people actually live through, in Sheng and Swahili.
What people told us
In their words
“Si wewe ndio ulipeana information yako mwenyewe?”
Weren’t you the one who gave out your own information?
“It is embarrassing.”
“Je, tunahakikishaje usalama wa taarifa hizi zinazochukuliwa kwenye mageti?”
How can we make sure the information collected at gates is safe?
What we learned
Three things
that stuck.
Local language wins
Giriama videos reached 64,000 people on Facebook alone. Vernacular content builds trust and gets people talking.
Locals beat outsiders
Data Champions knew the culture and were trusted, so the message stuck and kept spreading after the sessions.
Victims get blamed
People are turned away or shamed when they report scams, so most stay quiet and the problem stays invisible.
The people
