How far can a story travel — and how much can it change? In this episode, Bridget Deacon, Managing Director of Shujaaz, Emmy Winner and leading B Corp, explains how youth‑first storytelling moves beyond entertainment to shape behaviour, unlock livelihoods, and shift social norms across Kenya. From radio, print and TV to social media and an AI‑enabled chatbot, Shujaaz meets young people where they are, surfaces their lived realities without judgement, and turns authentic voices into collective action. We discuss: designing with youth rather than for them; what it takes to build trust in an age of misinformation; why tackling livelihoods, reproductive health, gender norms and climate action requires sustained, multi‑platform narratives; and how a B Corp model helps a mission stay accountable and scalable. Bridget also shares practical lessons on devolving creation and research to local youth leaders, and how small, relatable stories can trigger system‑level change. A candid, hopeful conversation about narrative power, measurable impact, and a generation writing its own rule book.

Ask this episode

“What did the council decide on item 42?” — answered with the speaker and the moment.

Transcript

Related