DW's program The 77 Percent has launched a new English-language Instagram channel. The channel aims to reach even more young people, particularly women, on the African continent.
The 77 Percent - DW's platform for Africa's youth has launched a new Instagram channel @dw_the77percent which has been received with much enthusiasm. The channel reflects Africa's youth scene and discusses issues relevant to Africa's young population with features such as "GirlZ Off Mute," in which young up-and-coming reporters between the ages of 13 and 17 encourage other girls to pursue their passions and talents, or "77 Stories," where we get up close and personal with strong protagonists.
Africa's youth make up the majority of the continent’s population - around 77 percent - and yet they often lack the opportunity to participate in society. Young women in particular are often disadvantaged in African societies and their voices are not heard enough. After Facebook and YouTube, The 77 Percent has now created a tailor-made platform on Instagram that offers the young African generation between 14 and 35 years the opportunity for exchange and discussion.
The channel was launched on April 7 with a virtual launch party at Camp NXT, a digital event for African innovators. The event titled "Mixing the perfect cocktail for Social Media," was hosted by renowned DW journalist Edith Kimani, with guests Karen "Kaz" Lucas, Silvia Odhiambo and Christal Beeko who are already known from various formats of The 77 Percent. Following the event, an Instagram LIVE session was held on the channel, also hosted by Edith Kimani.
DW Director of Programs for Africa Claus Stäcker: "Since 2017, the youth platform The 77 Percent has established itself online, on TV, radio and as a podcast as a brand for dialogue, discourse and solutions and does not shy away from taboo topics. With the Instagram account, we are taking the next logical step towards young people."
In 2017, DW filled an important gap in the African media landscape with The 77 Percent which has since become a staple in the youth scene. The six-language project initially started as a dialogue platform on Facebook and radio. In 2019, the eponymous TV magazine was added in English, complemented on YouTube, and is currently adopted by more than 40 African partner media. Since 2020, there have also been TV editions in Portuguese, and since this year, a Hausa version. A fourth version in Amharic is being planned.