Lift the Mask: SRHR Digital Campaign Across Francophone West Africa

Access to accurate, stigma-free sexual and reproductive health and rights (SRHR) information and advocacy is deeply uneven in Francophone Africa, especially for young people. Planned Parenthood Global sought to use innovative digital strategies to inform and educate youth around SRHR choices.

GWD developed messaging and brand identity for the '1 Milliard' (Lift the Mask) campaign, led influencer strategy and recruitment across five countries, created original campaign assets including a custom song and beat to power a regional social video contest, and executed a multi-channel rollout including paid media and community events.

The campaign sparked a wave of youth-led conversations on the often taboo topics of SRHR across West Africa, breaking through stigma and opening space for honest, culturally relevant dialogue. By highlighting youth voices, the campaign empowered young people to share trusted information, challenge harmful norms, and shape narratives around their health and futures.

Youth networks are where it happens: Young people are ready to learn, share, and lead, but only in spaces that feel relevant and connected. Meeting them where they are, through trusted voices and familiar platforms, is essential. Contests, creativity and art drive participation: Incentivized UGC campaigns transform passive audiences into active contributors by tapping into creativity, competition, and community. Make content relatable: Build out messaging with multiple sub-themes rooted in the real-life experiences and day-to-day realities of West African youth. It starts with the right creators: Work with creators who genuinely care about SRHR, making the content feel personal, authentic, and real. In-Person Events Still Matter: In-person events help spark energy and drive digital participation, turning moments on the ground into momentum online. Don't Forget Paid: Strategic ads amplified the campaign and moved audiences from awareness to action.