Story of Change: Salama Foundation’s transformative campaign in Tanzania

Introduction

In Tanzania, the Salama Foundation, in collaboration with the GBV MKUKI Coalition and government partners, has spearheaded a groundbreaking national campaign to combat gender-based violence (GBV) and advance sexual and reproductive health rights (SRHR). Leveraging key commemorative dates, such as the 16 Days of Activism, the initiative has mobilised communities, policymakers, and diverse stakeholders to drive systemic change. Through innovative strategies—from mobile health clinics to media campaigns—the foundation has amplified grassroots voices while influencing national policy, demonstrating the power of collective action in ending GBV.

Description

The Salama Foundation is a Tanzanian leader in SRHR and GBV advocacy, recognised for its inclusive and multi-sectoral approach. In 2024, the foundation launched a nationwide campaign targeting men, women, youth, CSOs, and policymakers. Key initiatives included:

• Caravan route outreach: Reached 13 regions, engaging 1.9 million people (including 659,451 men) through awareness sessions on GBV and SRHR.
• Boda Boda riders’ engagement: Trained 800 motorcycle taxi operators as community advocates, leveraging their networks to shift societal norms.
• Mobile health clinics: Provided HIV testing, family planning, and GBV counselling in underserved areas, reducing travel time to health centers by 40%.
• Media Campaigns: Utilised radio, TV, and social media to bridge the gaps between communities and policymakers, reaching 21 million people during the 16 Days of Activism.
• Police involvement: Deployed 250 officers as GBV first responders, thereby enhancing support for survivors.

The campaign’s success stems from its intersectional focus, linking GBV prevention with SRHR access and male engagement.

Monitoring and Evaluation

The foundation employs rigorous monitoring to track its impact through a combination of quantitative and qualitative methods.

In terms of quantitative data, the foundation has documented an impressive 1.9 million direct engagements. This includes 800 trained boda boda riders and 250 police officers deployed to various initiatives. Furthermore, mobile clinics have served thousands in the community, resulting in a notable 40% improvement in access to sexual and reproductive health and rights (SRHR).

Qualitative feedback from the community further supports these findings. Testimonials reveal an increased openness in discussing sexual and reproductive health issues and GBV. One healthcare provider remarked, “Youth now seek sexual health knowledge confidently,” highlighting a shift in attitudes and behaviors.

The foundation also tracks key performance indicators (KPIs), including policy changes, community participation rates, and service uptake. These metrics are measured through baseline and endline assessments, as well as case studies, providing a comprehensive overview of the foundation’s impact.

Changes that have occurred

At the individual level, significant strides have been made in increasing awareness and knowledge surrounding SRHR services and mechanisms for reporting GBV. Particularly among youth and women, there has been a notable increase in understanding these critical aspects. Meanwhile, men and boys have experienced shifts in attitudes, with many rejecting harmful societal norms, such as child marriage, thereby contributing to a healthier social environment.

At the community level, grassroots mobilisation efforts have equipped local leaders, including boda boda riders and police officers, to become champions in preventing GBV. Additionally, the establishment of safe spaces through edutainment programs and open dialogues has effectively reduced the stigma associated with SRHR, fostering a more supportive community atmosphere.

On the policy front, collaboration with government entities has been pivotal. Partnerships with the Ministry of Health and the Ministry of Education have successfully integrated GBV and SRHR messaging into public systems, raising overall awareness and accessibility. Furthermore, media influence through targeted campaigns has sparked national conversations on these topics, with hashtags trending during the 16 Days of Activism, further amplifying the importance of addressing these issues within society.

Significance of the change

The Salama Foundation’s work has redefined GBV advocacy in Tanzania by employing an intersectional approach that links SRHR, male engagement, and policy advocacy, all of which are essential for achieving a holistic impact in communities. Implementing scalable models, such as caravans and mobile clinics, can be easily replicated in other regions, thereby enhancing accessibility and outreach. Furthermore, the sustainability of these initiatives is strengthened by training community champions, such as boda boda riders, who can advocate for and promote long-term change. This strategy aligns with the Sustainable Development Goals, specifically SDG 5 on gender equality and SDG 3, which focuses on health and well-being, ultimately contributing to more equitable and healthier societies.

Organisational contribution to the change

The foundation’s strategic role included:

• Coalition Building: Uniting 13 regions under a shared vision through the GBV MKUKI Coalition.
• Innovative Delivery: Mobile clinics and digital platforms address accessibility gaps.
• Evidence-Based Advocacy. Utilised data from caravan outreach to inform lobbying efforts targeting policymakers.
• Capacity Development. Trained 800+ community advocates and 250 police officers.

Key Metrics:
✔ 1.9 million reached ✔ 21 million media impressions ✔ 40% improved SRHR access

Next steps

To deepen its impact, the Salama Foundation is committed to several key initiatives. First, it plans to expand policy advocacy by leveraging campaign data to advocate for reforms in GBV and SRHR. Additionally, the foundation aims to strengthen its digital tools by scaling WhatsApp-based SRHR chatbots targeted at youth, making critical information more accessible. Broadened partnerships will also play a crucial role, as the foundation seeks to engage private sector actors in mobilising the necessary resources. Ultimately, investing in leadership is vital, and the Salama Foundation aims to mentor emerging advocates through peer-learning networks, thereby fostering a new generation of leaders in this critical area.

Conclusion

The Salama Foundation’s campaign exemplifies how community-led movements can drive national change. By amplifying grassroots voices, fostering multi-sectoral partnerships, and innovating service delivery, the foundation has established a blueprint for eradicating GBV in Tanzania. As one beneficiary shared, “This movement didn’t just raise awareness—it gave us the tools to reclaim our rights.” The journey continues, but the foundation’s model proves that sustainable change is possible when advocacy is inclusive, adaptive, and rooted in local realities.