Creative media concept

4.0 About Creative Media Concept

Creative Media Concept (CMC) is an independent not-for - profit audio-visual media

organization that seeks to maximize the participation of Kenyans in protecting the rights of

children and safeguarding young people and vulnerable adults through the use of innovative

media approaches.

CMC is one of the few development oriented independent initiatives that specifically work

towards advocacy, awareness raising, attitude change ,policy reforms and capacity building,

through sustained communication and public engagement strategies using the media, in general

and audio-visual media, in particular.

The formation of CMC was inspired by the need for citizens to participate more effectively in

the making of decisions that safeguard their rights and welfare. While the media is a powerful

vehicle for public engagement, CMC realized that presently there are very few media Civil

Society Organizations (CSOs) with the innovative capacity to undertake media advocacy and

lobbying.

CMC works to fill this gap through the development of creative and innovative media

approaches for raising awareness and disseminating development information while also

providing audio-visual media platforms to strengthen the advocacy work of other development

partners.

Mission

Our mission is to maximize the participation of Kenyans in protecting the rights of children and safeguarding the welfare of young people and vulnerable adults through the use of innovative audio-visual media approaches.

Vision

We envision a world where all children, disadvantaged youth and vulnerable adults enjoy the full community protection from abuse and exploitation.

Child Protection

CMC advocates for the protection of children through audio-visual media platforms that

include drama, narratives and short films. We produce thematic items based on research and

testimonies of children who have either been abused or witnessed abuse.

CMC also strengthens the work of other children’s agencies by covering awareness events and

producing documentaries

Safeguarding young people

To achieve Sustainable Development Goals in an urbanizing world means investing adequately in

humanitarian development and infrastructure. In Kenya, young people make up to 78% of the

Kenyan population. Therefore this makes young people key role players in the sustainable

development.

The Constitution of Kenya, 2010 contains progressive provisions that should in essence enable

the youth to live better and dignified lives. In particular Article 55 requires that the

government undertakes affirmative action measures to ensure the youth have access to

relevant education, training as well as create and strengthen existing platforms for youth

participation in political, social, economic spheres of life and legislate towards this end.

On the contrary however, young people in Kenya bear the brunt of the country’s social

economic problems which include unemployment and, susceptibility to criminal behaviour and

vulnerability to exploitation.

Towards this end CMC designs audio-visual media strategies to increase the understanding of

young people regarding their rights and responsibilities provided for in the constitution. This

includes dissemination of messages that encourage young people to take more responsibility to

increase their representation in decision making processes.

Vulnerable Adults

Creative Media Concept (CMC) acknowledges that empowerment of vulnerable adults is a

societal responsibility. It is for this reason that we seek to use a combination of media strategies

including narratives to re-establish and promote a culture that valorises accountability to this

group’s well-being, rather than bureaucratic efficiency and policy frameworks.