Moncef Bouhafa

as presented at the VIII International Communication for Development Roundtable, Managua, Nicaragua

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Building African Citizens

Objectives

• Share information about an innovative project that is reaching youth in Africa
• Identify possible strategic partnerships to help in the area of communication

Our origins:

• 1993: Request from MOFA Bayard-Presse,UNICEF and CCFD create an association (loi 1901) the objective of which is to develop reading habits among African Youth.
• The magazine should:
  
  • Develop freedom of thought,
  • Talk about the pride of being an African,
  • Insert itself on the marketplace of paid magazines.
• 1998: Planete Enfants is launched

So were born our two magazines

Planete Enfants

A magazine to help youth succeed at home and in schools (7-13 years)

Planete Jeunes

The first magazine for 14-20 year olds

Sales have grown steadily

Planete Jeunes: 55 000 copies sold by issue Planete Enfant: 25 000 copies sold by issue

Widening Readership

Each PJ magazine read by 17 people. 1 million readers for each issue.

Each PE read by 15 people. 300000 readers for each issue.

5 FACTORS OF SUCCESS

1. INTERACTIVITY
2. ENGAGING
3. WHAT IS NEEDED IN TERMS OF DISTRACTION
4. BALANCE
5. PRESENCE IN THE FIELD

1. INTERACTIVITY

• READERS Feel they are present in the magazine.
• They have created their own clubs that they manage on their own...

2. Committment

Awareness and Mobilization: Environnement Child Soldiers Child Rights Sustainable Development

3. Entertaining...

Planète Jeunes et Planète Enfants know how to keep up with current fads, subjects of discussuion for youth and young peoples preoccupations.

4. Balance

• A good mix of education and entertainment
• Based on 30 years of experience in young peoples press
• Bayard Presse
  
  (More than 5 million readers through 40 publications)

5. Present in the Field

• Reps in 14 countries
• Commercial reps
• National supplements

The different roles of Planète Jeunes et Planète Enfants

1. Public Service
2. Public Health
3. Advantages of the Written Message
4. Unique roles for PJ

1. Public Service

• Developing reading habits and post illiteracy
• Working on the environment
• Defending children's rights
• Developing civic behaviour

Livret pédagogique Planète Enfants destinés aux enseignants

2. Public Health

HIV AIDS Nutrition Hygiene Puberty Malaria Vaccination Etc.

3. Advantages of the Written Message

• Permanent
• Easy to exchange, duplicate, and comment
• Encourages freedom to think and to interpret.

4. Unique Roles

Planète Jeunes et Planète Enfants are the only Pan African magazines for their target audiences.

What we bring

• TA in developing creative supplements that are adapted to your theme and your audience.
• A possibility to mobilize youth (beyond the traditional readership of the magazine.)
• savoir-faire in developing youth oriented magazine and content.
• Local contacts.

Partnerships:

Study on young peoples attitudes funded through the World Bank

Taking materials from PJ and putting it into school text books

Targeting youth in Africa, by multinationals through advertising campaigns

Thematic Supplements (UNAIDS, UNICEF, World Bank, UN Drug Control Agencu, USAI, etc.)

• 1995 Numéro "spécial sida" avec l'UNICEF: Diffusion panafricaine, Planète Jeunes N°14 (avril-mai 95).
• 1998 Supplément "Biennale de la photographie" à Bamako avec la Mission française de coopération et d'action culturelle : Diffusion malienne, Planète Jeunes N°36 (décembre 1998-janvier 1999).
• 1999 Supplément "spécial drogue" avec le PNUCID (Programme des Nations Unies pour le Contrôle International des Drogues) : Diffusion panafricaine, Planète Jeunes N°39 (juin-juillet 1999).
• 99/00 Enquête "Les jeunes africains de l'an 2000" avec le concours du Ministère des Affaires étrangères et de la Banque Mondiale.
• Supplément "spécial sida" avec l'ONUSIDA : Diffusion panafricaine, Planète Jeunes N°42 (décembre 1999-janvier 2000).
• 00/01 Bande Dessinée de prévention, santé de la reproduction et sida avec l'USAID : Diffusion : Cameroun, Togo, Côte d'Ivoire et Burkina Faso, Planète Jeunes du N°46 au numéro 51.

Open to public and private sector partnerships

UN Drug Control Agency

UNICEF

Banque Mondiale

ONUSIDA

USAID/SFPS

... You?