Mixed methods study of a Mass Media Mental Health Program for Youth in Zimbabwe

Brief Summary

Background

Despite young people in Zimbabwe facing significant mental health challenges, stigma and limited access to services make it difficult for many to seek help or talk openly about their wellbeing.

What Grassroot Soccer did

Grassroot Soccer piloted a mental health mass media version of its MindSKILLZ program using radio dramas, podcasts, and influencer content. The program was delivered to young people in Bulawayo and Harare, Zimbabwe, with support from coach-led discussions and WhatsApp engagement.

What the study found

The program reached a wide audience and was highly accepted. Nearly all participants reported liking the content. The most notable finding was a sharp increase in young people talking to someone outside the program about mental health. Parents also reported improved conversations with their adolescents at home.

Why this matters

MindSKILLZ media demonstrates that radio-based programming can be an accessible, low-cost tool for breaking down mental health stigma and encouraging help-seeking among young people, even in settings with limited internet access. These findings support the potential for broader scale-up across similar contexts.

DETAILED SUMMARY

Importance

Young people in Zimbabwe face significant mental health challenges, yet stigma and limited access to services make it hard for many to seek help or speak openly about their wellbeing.

Objective

To understand the reach, acceptability, appropriateness, and preliminary effects of a Grassroot Soccer package of mental health-focused media activities for young people (“MindSKILLZ Media”)

Study details

Study design: Mixed methods study (no control group)
Data collection tools: Pre/post surveys delivered via radio station WhatsApp group (n = 204 matched responses), focus group discussions (n = 2), interviews with radio staff (n = 8), interviews with parents/guardians of youth participants (n = 6), interviews with other key stakeholders (n = 3)
Participants: n = 204: 75 male (37%) and 129 female (63%) aged 10-63 years (survey distributed broadly via WhatsApp groups, not limited to adolescent participants)
Implementation setting: Bulawayo and Harare, Zimbabwe
Study period: 2024-2025

Intervention

MindSKILLZ media: A mental health-focused mass media initiative that uses radio dramas, podcasts, and influencer skits to improve youth mental health knowledge and attitudes.

Results

High Reach & Engagement: Participants listened to an average of 6 radio drama episodes. WhatsApp group discussions and follow-up sessions with Coaches extended engagement.
Strong Acceptability & Relevance: 94% of youth said they “strongly agreed” with liking the media content, and radio content was praised for being relatable, accessible without data/airtime, and effective at sparking conversations, especially when paired with Coach-led discussions. Parents reported improved communication with adolescents around mental health.
Perceived Appropriateness: The content was viewed as highly suitable for youth, offering practical strategies such as resisting peer pressure, managing emotions, and reducing stigma. Youth appreciated messages like “It’s OK not to be OK.”
Early Evidence of Positive Effects: Post-survey data showed modest improvements (+4%). Most notable change: 88% increase in youth who reported they’d talked with someone outside of the program about mental health in the past month.
Quote: “My grandson struggled a lot with confiding in his mother, but after listening to the radio drama sessions, he has gained the skills to openly express his feelings and emotions.” (Guardian of adolescent participant, Bulawayo)

Conclusions and implications

This pilot study of MindSKILLZ media demonstrated promise as a scalable, youth-friendly mental health intervention. Quantitative change was modest due to high baseline knowledge in the sample cohort, but qualitative findings suggest deep engagement, behavior change, potential for broader reach and sustained impact, especially mental health help-seeking behaviors.