Objective
Position Tanga as a youth-centred city by strengthening partnerships, supporting policy and governance, using data and technology, and promoting local ownership of development programmes.
Youth-centred city communication initiative
TangaYetu Initiative Transforming Tanga for Youth Empowerment
A multi-channel communication programme supporting youth participation, economic empowerment, local ownership and community-driven development across Tanga.
Project partners
The assignment
Position Tanga as a city shaped with and for young people.
Communication challenge
Connect young people, institutions, local leaders and communities around one visible initiative while making opportunities, stories and programme results easier to discover and understand.
PRISM’s responsibility
Develop and execute a comprehensive communication strategy covering digital media, mass media, content production, website management, SMS communication, influencer participation and field activation.
Our role
A two-year communication system, not a collection of isolated activities.
PRISM connected strategy, production, influencers, community visibility and owned digital channels into one coordinated programme.
Communication strategy
Designed and implemented a two-year roadmap for communication, outreach and message consistency.
Digital campaign
Managed #TangaYetuNdioHiiSasa with local influencers, stakeholders and high-volume social publishing.
Creative production
Produced television shows, documentaries, success stories, videos, radio mentions, audio content and newsletters.
Media and activation
Organised mid-media events, radio promotion, influencer partnerships and direct community visibility.
Owned platforms and branding
Redesigned the official website, maintained regular updates and produced branded promotional materials.
Campaign impact
A youth initiative made visible at scale.
The programme combined sustained publishing, creator participation, media production and direct communication to keep TangaYetu present across digital and community spaces.
30.7M
Total social reach
409.3M
Campaign impressions
3,326
Social media posts
1,000+
Creators and influencers
8
Full-length TangaYetu television episodes aired.
41
Videos produced around milestones and success stories.
17
Audio content pieces produced for mass-media uptake.
12+
Newsletters and narrated success stories distributed.
Digital engagement
A campaign built around continuous participation.
Social publishing and creator participation gave the initiative a regular presence while connecting project stories with the language, interests and networks of young people.
30.7M
People reached
409.3M
Campaign impressions
Creative production
Youth stories made visible through film and episodic content.
Television episodes, documentaries and short-form stories captured project milestones, livelihoods, skills and the people shaping change across Tanga.
Owned platform
A central place for updates, stories and programme visibility.
PRISM redesigned and managed the official TangaYetu website, improving content access and maintaining regular updates for stakeholders and young audiences.
Website redesign
Improved functionality and made programme information easier to discover.
Regular publishing
Newsletters, reports, event highlights and success stories kept stakeholders informed.
Direct communication
The initiative also travelled through phones, streets and community identity.
01
Bulk SMS campaign
SMS updates gave young subscribers direct access to key announcements, engagement opportunities and programme information.
4
SMS blasts sent
2,000
Youth subscribers reached
Direct
Mobile communication
02
Branding and promotional materials
Branded materials extended the initiative into events, transport networks and everyday community spaces, strengthening visual recognition beyond digital media.
132
Branded T-shirts
20
Bajaji stickers
45
Boda reflector coats
Visual archive
TangaYetu in action.
Selected moments from youth engagement, programme visibility and community-facing activity across Tanga.
Build communication that gives young people a visible place in development.
PRISM combines strategy, storytelling, digital engagement and field execution to make programmes easier to see, understand and join.
Brief PRISM