Picture 4: Country launches in Malawi, Tanzania and Zambia

Before the national launch events, PCI Media conducted online consultation sessions to provide
UNESCO, UNFPA, SAfAIDS and Save the Children Sweden country officers with technical assistance on
launching at the national level, and how to plan for a one-year of implementation. The sessions were
instrumental in ensuring a deeper understanding of the aims of the campaign and how to effectively
utilize campaign material following the Let's Talk campaign User Guide.

1. Leveraged the role of the media as conversation-starter, journalists were engaged to highlight
moments to which the various target audiences can relate
Media coverage is an important part of the campaign. It has played a critical role in disseminating
campaign messages through both social media platforms, including Facebook, Twitter and Instagram,
and traditional media channels. By end of 2019, there were over 80 posts on the pages, 90 mentions and
a reach of over 20,000. This did not include visibility by the core partner’s social media, including
UNESCO’s Young People Today website and UNFPA Safeguard Young People’s Programme. The
campaign website www.letstalkeup.com experienced significant traffic since the launch of the campaign,
with nearly 7,000 page views and 720 downloads of material.