{"id":900021,"date":"2026-11-06T09:00:00","date_gmt":"2026-11-06T09:00:00","guid":{"rendered":"https:\/\/aimas.org\/?st-import=7948def9ee664c8160c4d2aaf06eed8f"},"modified":"2026-11-06T09:00:00","modified_gmt":"2026-11-06T09:00:00","slug":"nos-campagnes-2","status":"publish","type":"page","link":"https:\/\/aimas.org\/en\/nos-campagnes-2\/","title":{"rendered":"Youth Campaign"},"content":{"rendered":"

Because young people in C\u00f4te d\u2019Ivoire are highly vulnerable, AIMAS has developed many communication campaigns to motivate them to adopt healthy and responsible behaviours. These campaigns were based on study findings highlighting the main reasons why young people do not use modern contraceptive methods (MCMs), including condoms. These include, among others: low perception of individual risk of HIV or unintended pregnancy, poor knowledge of MCMs, low self-efficacy and lack of social support\u2026 Among these campaigns are \u201cT\u2019es y\u00ear\u00ea T\u2019es cool\u201d and \u201cTake control of your life\u201d, which ran for 4 editions.<\/p><\/div>\n

\"Des<\/figure><\/div><\/section>\n\n

The \u201cT\u2019es y\u00ear\u00ea T\u2019es cool\u201d campaign<\/h2>\n

In the 2000s, the incidence of HIV\/AIDS among young people and the high number of unintended pregnancies in schools led AIMAS to contribute to AIDS prevention among youth. Many studies had also shown that young people knew how AIDS is transmitted and prevented but were not motivated to change their behaviour.<\/p>\n

The \u201cT\u2019es y\u00ear\u00ea, T\u2019es cool\u201d campaign was therefore launched in 2002 and ran for 2 years.<\/p>\n

The campaign invited young people to make behaviour change part of a lifestyle and philosophy captured by the slogan \u201cT\u2019es y\u00ear\u00ea, T\u2019es cool\u201d (roughly \u201cYou\u2019re smart, you\u2019re cool\u201d). According to AIMAS, a y\u00ear\u00ea young person is well informed and street-smart. They don\u2019t believe the myths others tell about sex and AIDS; they seek information and understand. Honesty and openness are central to their relationships. A y\u00ear\u00ea person respects themselves and others. They are also cool, meaning tolerant: whether or not they abstain, they don\u2019t judge those who are sexually active; whether or not they are HIV-negative, they respect people living with HIV. A cool young person is free of taboos and prejudice.<\/p>\n

AIMAS produced six spots for the T\u2019es y\u00ear\u00ea, t\u2019es cool campaign. Four promoted condoms, one encouraged abstinence and the last encouraged AIDS testing.<\/p>\n

The campaign aimed to:<\/h3>\n