Upishi Digi - Kenya
With support from the Clean Cooking Alliance, Population Services Kenya (PS Kenya) implemented a behavior change communication (BCC) project designed to stimulate the adoption and consistent use of cleaner cooking solutions in Kenya. The Upishi Digi, or “Digital Cooking campaign” leveraged the association of the word ‘digital’ with Kenyans’ aspirations of modernity to reach over 2.8 million people in 17 urban and peri-urban counties across Greater Nairobi, Central, and Western Kenya between March 2017 and August 2018.
The intervention worked through PS Kenya’s network of community outreach workers to conduct household and small group-level communication about clean cooking, targeting women’s and faith-based groups as well as places of employment and marketplaces. They also conducted roadshows and aired radio spots on popular, local stations. PS Kenya’s outreach worker network played a crucial role in linking existing distributors with manufacturers, reaching a wider wholesale and retail network and driving demand through in-store promotions. As a result of the intervention, viewers exposed to the Upishi Digi campaign were four times more likely to be aware of clean cooking options.
Researchers from the Berkeley Air Monitoring Group and The George Washington University conducted a comprehensive evaluation of this campaign. They completed a baseline assessment in February 2017, and will conduct Key Interviews as part of the "endline." All assessments include quantitative and qualitative data collection. PS Kenya also implemented some of their own monitoring and evaluation activities, including periodic mobile-based surveys to measure knowledge and awareness, weekly monitoring of radio activities by an external agency, and monitoring of PS Kenya events, including reach estimates and activities implemented.
An interim report conducted by Practical Action (who acted as a technical advisor to the project) concluded that there was a discernible increase in demand as a result of several behavior change interventions in Kenya, including from that of PS Kenya. The range of clean cooking products available on the market and range of retail outlets offering these products increased significantly. The report also metnioned that there was an increase in last mile distributors taking on clean cooking products, most often bundling them with other life-improving products like water filters and solar lighting products.