Findings From the Merci Mon Héros Social Listening Endline Report

Breakthrough RESEARCH, in collaboration with resource partner M&C Saatchi, is using social listening as a research strategy to understand the types of health information shared through social media in Francophone West Africa.

Social listening is the process of tracking and analyzing conversation content and related metrics for a particular topic on social media. For social and behavior change programs, social listening can be an important tool for better understanding people’s beliefs, attitudes, and behaviors. Social listening research analyzes the content and sentiment behind messages—including misinformation—and uses that information to inform program design and adaptive management.

Findings from the Merci Mon Héros Social Listening Endline Report shares social listening findings from the youth-led Merci Mon Héros media campaign implemented by Breakthrough ACTION. This report is specific to conversations on menstruation and puberty in Côte d’Ivoire, Burkina Faso, Togo, and Niger, and investigates how these conversations have shifted.

For more information, contact Martha Silva, msilva-tulane@popcouncil.org

Source: Tulane University

Date of Publication: September 19, 2021