Influencers at the heart of change. How CAAP in Senegal is reshaping advocacy for women’s, children’s and adolescents’ Health

There are moments when advocacy begins to reshape how societies listen, speak and take action. In Senegal, an innovative approach to advocacy is under way, expanding the notion of what it takes to influence health and social change. 

Last October, Amref West Africa’s offices in Dakar became the stage of national policymaking and the novel collaboration explored may turn out to be far more consequential.  

The two-day orientation seminar with digital influencers and content producers, organized by the Direction de la Santé de la Mère et de l’Enfant (DSME) in partnership with Amref Health West Africa under the Collaborative Advocacy and Accountability Platform (CAAP) supported by PMNCH, was a glimpse into how inclusive coalitions can build trust, legitimacy and ultimately influence political processes. 

How can the network and storytelling power of digital influencers and producers be harnessed to advance and promote the rights, health and well-being of women, children and adolescents? 

The response was both pragmatic and profound. Ministry experts led participants through complex national priorities spanning family planning, adolescent well-being, mental health and gender-based violence, while influencers translated these into accessible and resonant narratives. They debated rifts between myth and evidence and how religious argumentation could be used to affirm family planning as compatible with faith and dignity. Interestingly, the line between policymaker and communicator blurred, with relevant lessons learned acquired and a strengthened foundation for future collaboration ahead. 

What emerged were alignment and willingness to co-create. Influencers became co-authors of advocacy content by suggesting the design of live sessions, podcasts and video capsules to address misinformation, social stigma and barriers that stand in the way of seeking health among young people. “Social media has become an essential channel for advocacy and awareness-raising on health, especially for young people”, Amadou Diaw Sane said. Aminata Rassoul Cissé, who describes herself as a serial entrepreneur, added “As an influencer, being strengthened on RMNCAH+N themes is a major asset to make activities more impactful.” 

 Health Ministry officials, in turn, were exposed to innovative communications approaches to synthesize and translate technical evidence and policies. The collaborative dynamic gave way to genuine co-creation. 

This was CAAP’s conceptual framework at work, translated from theory into practice. Trust, legitimacy and institutional presence were all visible in this microcosm of collaboration. Trust, because ministries, through the convening power of Amref Health West Africa, invited external voices into official health communication. Legitimacy, because those voices reflected the lived realities of adolescents and young adults. Institutional presence, because the partnership was shaped through joint planning and agreed upon follow-up steps. As a result, efforts are underway to ensure outcomes will ripple beyond the meeting room into digital platforms where the public conversation truly unfolds. 

“Participating in this project is an opportunity for me to provide my community with increased knowledge on mental health.” Lena Habib, Personal Development Coach 

The significance goes beyond Senegal. Around the world, health advocacy has often relied on conventional actors spanning technical agencies, decision makers and a wide set of civil society actors. But digital influencers, especially those with local credibility, now occupy a new frontier of social legitimacy. They speak the language of youth, mobilize conversations in real time and communicate to audiences far beyond the reach of official campaigns. The opportunity is to recognize their political and social power as a force for sensitization and accountability. 

Therein lies the novelty of Senegal’s approach. By viewing online influence as foundational and strategic, CAAP’s collaborative model integrates it into formal advocacy ecosystems. As it often does, CAAP is widening participation and redistributing legitimacy across all walks of society. The influencers left the seminar with a renewed mission of connecting evidence to empathy and technical information to human experience. 

The recommendations from the seminar were pragmatic:  

These operational steps are supported by a deeper recognition that advocacy, to be effective, must be rooted in local culture, open dialogues and trust among all actors. Ghaels Babacar Mbaye, youth civic leader in Senegal, shared enthusiastically, “Because well-planned families are stronger families, I am committed to promoting equitable access to family planning services in my community as well as on my digital platforms.” 

CAAP’s contribution is to give this evolution structure. First, novel and ad hoc engagements should be embedded in institutionalized dialogue mechanisms. Second, co-creation of policies, advocacy and sensitization campaigns should become standard practice, supported by evidence and accountability measures. Third, sustained collaborative and multistakeholder approach should be integral to advocacy efforts across the board to lay down the foundations to mature into active governance presence and recognition.  

To this effect, the influencers’ self-description as “ambassadors” is revelatory: they are connectors between the state and society, giving a public face to commitments often hidden in reports and strategies. 

Clearly, in an age where misinformation is rampant and political debates are polarized more than ever, there is no cheap route to building trust and fostering informed public dialogue based on evidence, shared values and empathy. 

However, this experiment in participatory communication, may hold lessons stretching far beyond health. The next phase will test whether such collaborative approach can sustain momentum and shape policy outcomes. But one thing is certain: the voices that matter most are now being reached, heard and invited to speak.