Straight on Track! (Droit sur la Piste!) combined original music, a six-part radio drama and a multimedia content package to encourage young people, and their allies, to advance youth sexual and reproductive health and rights (SRHR). Rooted in culture and lived experience, the project uses storytelling and culture to inspire reflection, dialogue and youth-led action – recognising young people as bold, brave leaders for change.
Productions: Music & radio drama | Digital campaign | Participatory media production
Language: French
Geographic scope: Francophone West Africa (recorded in Côte d’Ivoire)
Client / partner: Planned Parenthood Africa
Creative advocacy for youth SRHR
Young people across West Africa face persistent barriers to accessing accurate, stigma-free sexual and reproductive health information, shaped by gender inequality, social norms and limited youth-friendly services. Traditional health messaging often fails to resonate or reflect young people’s lived realities. Straight on Track! responded by creating content that is relatable, culturally grounded and non-preachy —designed to spark dialogue and reflection rather than provide all the answers, and adaptable across radio, social media and community spaces.
CMFD delivered a comprehensive, end-to-end media package, including:
- 2 original music singles (Assumé and Visé le Sommet)
- 2 music video clips, artist-led and locally produced
- 6-part radio/audio drama series following four young musicians navigating life, love and ambition
- Discussion & information guide (15 pages) with episode summaries, SRHR information and facilitation tips
- Social media toolbox, including:
- Ready-to-post graphics and videos
- Quote cards and artist interviews
- Promotional videos (French and English versions)
- Press release and outreach to media houses and radio stations
- Paid social media amplification targeting Burkina Faso and Francophone West Africa
All deliverables were met—and exceeded—with additional creative outputs produced to strengthen impact.
Approach & Process
CMFD Productions applied a participatory, people-centred storytelling approach, placing creative control in the hands of youth activists and artists. Key elements included:
- Formative research on youth SRHR issues and media landscapes in Burkina Faso
- A clear creative brief defining tone, audiences and messaging principles
- Co-creation with activist musicians to ensure authenticity and relevance
- Using music and drama as complementary formats—music to attract attention and emotion, drama to deepen reflection and discussion
- Designing content for multi-platform use, from radio broadcast to social media sharing