Project Example

Captain and Coach Approach

In Rwanda, a flagship community mobilization activity is the ‘Captain and Coach Approach.’ Derived from an entertainment education strategy, it utilizes the popularity of soccer in Rwanda as a mechanism for disseminating health information for hard to reach out-of-school youth.

The key feature of this approach is to equip out-of-school youth with important messages on reproductive health and life skills to enable them to benefit from the adult support provided by the “Coaches.” The program combines a set of objectives and competitive sport-specific activities in order to elicit a behavior change among young people. This is an opportunity for young people to experiment with these behavioral changes collectively as a team and as individuals.

Source: Johns Hopkins University Center for Communication Programs, PSI/Rwanda, CHF International, Rwandan Partner Organizations

Date of Publication: March 25, 2019