Africa Media Trust (AMT) harnesses the power of digital media to drive positive social change. We design and support initiatives at the intersection of digital media, human rights, and health to promote holistic well-being. Our flagship program, Love Matters Kenya, has built a vibrant community of over 2 million followers across platforms including Facebook, X, Instagram, TikTok, YouTube, our website, and WhatsApp.
How We Do It
- We adopt a data-driven approach to gain an in-depth understanding of adolescent/youth issues, thus developing customized, scalable solutions.
- Our programs empower young people, in their diversity, to enjoy their rights in gender-just societies. We make information more accessible, create digital communities, demand the creation of robust systems, and empower audiences to claim their rights.
- We incorporate behavior change communication to empower young people to make informed decisions about their health and overall wellness.
- AMT is a leader in movement building aimed at streamlining digital health and innovation, preventing duplication, and enhancing impact.
- We adopt a pleasure-positive approach in our work, a liberating and progressive approach to promote sexual health and agency through an emphasis on good sex and the pursuit of pleasure.
Capacity Strengthening
We drive growth and sustainability by building a movement of skilled change-makers. Through our expertise in digital media strategy, social and behavior change communication, engagement, and advocacy, we empower influencers, activists, media professionals, and organizations to create lasting impact. Our approach includes delivering training and coaching sessions, coaching, mentorship, facilitating Communities of Practice (CoPs), developing practical frameworks and tools, and supporting effective implementation. For instance, in Kenya, we have led training sessions focused on digital media strategy for SRHR, content moderation, the sex-positive approach in SRHR, and digital campaigns for social change. These sessions have targeted six NGOs, media outlets, and youth groups. In 2024 & 2025, we conducted coaching sessions with three Kenyan NGOs to support the design and implementation of youth-centered interventions.
The Africa Media Team and youth advocates during a training session
The Africa Media Team and youth advocates during a training session
- Information & Education:
We harness the power of digital media to share and spark engagement around evidence-based information on sexual and reproductive health and rights (SRHR), as well as interconnected issues like climate change, economic empowerment, mental health, and overall well-being. Platforms like Love Matters Kenya make this information easily accessible, empowering individuals to make informed choices and take meaningful action.
- Demand Creation
We promote health-seeking behavior by offering direct referrals through trained moderators and geo-location features. To strengthen healthcare delivery, we facilitate feedback sessions with healthcare providers, helping to enhance the effectiveness of our interventions and support the development of youth-friendly, stigma-free services.
- Advocacy
Recognizing the conservative and legally restrictive contexts we operate in, we address structural and systemic barriers to drive sustainable change. Grounded in the socio-ecological model, our approach combines lobbying, advocacy, and mutual capacity strengthening to engage individuals, communities, media, and state actors alike.