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The recruitment strategy was to supplement the existing network of 800 distribution points with new youth-friendly distributors – 2 new venues for every existing distribution point.The initial 800 would serve Shujaaz fans who already knew them as the place they get their copy while 1600 new outlets would target new fans.So by early 2016 we launched a set of quarterly drives to build a deeper distributor network that would close the last mile and empower more young people in the process.The Shujaaz team reached out to DJB’s on-line community of Super Fans, like Sammy, to recruit other Fans and distributors who could close that final gap and bring Shujaaz right to our target youth – while benefitting from new networks and goodwill in the process.

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Throughout last year we started getting messages from fans saying it was hard to lay their hands on a copy of Shujaaz.

To remedy that and ensure that the 750,000 copies we print every month were accessible with reasonable ease to all our target audience, our Knowledge and Learning Team went on a ‘Last Mile’ research mission.

Nowadays people most prefer flirting online because they are too busy to go on dates and going out with people who are not likely to match them.

Sometimes we don’t even pay any attention to the person who lives next door and stay lonely even though we are surrounded by plenty of people.


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