The Y.E.A.H. (Young Empowered and Healthy) campaign began in 2004 to address the growing need to improve health and social practices among young people in Uganda in response to The Uganda government's call for improved coordination and intensity of behaviour change communication (BCC) efforts. Y.E.A.H. is a multi-channel communication campaign for young people that combines mass media, person-to-person and community media. The mission of the campaign is to stimulate dialogue and action among communities, families, schools, and health institutions; and model positive practices through local and national media. The objectives of the campaign are to reduce HIV prevalence and early pregnancy, and to increase the proportion of young people who complete primary education and beyond. Y.E.A.H. has developed an approach to campaign management that maximizes participation and ownership by young people and all stakeholders in planning, development, implementation, monitoring and evaluation.