Estimating the Cost of the Design, Production, and Dissemination of Social Media Videos for Social and Behavioral Change: Evidence From Merci Mon Héros in Niger and Côte d’Ivoire
Outcomes: Sexual and Reproductive Health
View SourceKey Social Norms Take-aways This study highlights the role of youth-led media in challenging taboos and social norms around reproductive health (RH) and family planning (FP) in Francophone West Africa. By sharing personal stories and thanking supportive adults, the Merci Mon Héros (MMH) videos promoted open intergenerational communication, helping to normalize RH conversations. The campaign underscores the potential of youth-driven digital storytelling to shift entrenched norms surrounding adolescent sexuality and silence.
Objectives To estimate the total design, production, and dissemination costs of the MMH social media videos in Côte d’Ivoire and Niger and to calculate unit costs per person reached, engaged, and per video view. The study aimed to inform budgeting and planning for social and behavior change (SBC) programs using social media.
Methods Using an economic costing framework, the study collected data through remote stakeholder engagement and a standardized costing instrument. Costs were captured from late 2018 through October 2020, including personnel, training, dissemination, and overhead. Unit costs were calculated using an ingredients-based approach and three denominators: reach, engagement, and views. A sensitivity analysis assessed variability due to estimated labor effort.
Intervention Details Merci Mon Héros is a youth-led, multi-platform SBC campaign across nine Francophone African countries. The intervention included 11 short videos featuring young people expressing gratitude to adults who supported them in accessing RH/FP information. Youth were involved in all stages—from design via a Youth Design Challenge to hands-on training and production. Videos were disseminated on Facebook, Twitter, YouTube, Instagram, and at community events.
Results The total cost for Côte d’Ivoire and Niger was $44,981. Unit costs were $0.16 per reach, $1.29 per engagement, and $4.27 per 30-second video view. Slightly higher costs were observed in Niger, likely due to lower internet penetration and video reach. Design and production accounted for approximately 60% of total costs, emphasizing the resource intensity of co-creation and youth engagement.
Conclusions The MMH campaign offers an efficient model for youth-led SBC interventions using social media. Though digital reach is cost-effective, deeper engagement and sustained attention come at higher costs. Involving youth in content creation can enhance authenticity and relevance, while also fostering capacity among future SBC leaders. Future efforts should evaluate effectiveness alongside cost to assess social norm impact more comprehensively.
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