UNV Youth Food Systems
I joined the UNV India International Youth Day 2021 campaign as a UX researcher to explore how rural youth engage with food sustainability. This research aimed to understand their motivations, barriers, and how social media could inspire real-world action.
Through surveys, interviews, and social media analysis, I uncovered how youth in rural areas use digital platforms to connect, learn, and sometimes lead. These insights helped shape a direction for turning passive scrolling into active participation.
Role
UX Researcher
Tools
Google Forms, Miro,
UserTesting
Duration
4 weeks
Collaborated With
UNV India, V-Force Volunteers
Problem Statement
Despite growing awareness of climate change, many rural youth in India lack clear, relatable pathways to engage with sustainable food systems. Complex information, social stigma around farming, and limited access to guidance leave them feeling disconnected—while social media, though widely used, remains an untapped channel for turning their digital engagement into real-world action.
Research Objectives
· To understand how rural youth perceive food sustainability and their role in it
· To identify the barriers that stop them from participating in local or digital food-related initiatives
· To explore how platforms like Instagram and WhatsApp influence their awareness, habits, and sense of belonging
· To find opportunities where digital campaigns could inspire offline community impact
· To gather insights that help UNV India create more youth-centered, action-driven outreach strategies
Conducting Surveys
Empathy map
USER PROFILES
· Online Surveys (200+ responses)
· 1:1 Phone Interviews (10 rural youth)
· Community WhatsApp Conversations (8 groups)
· Secondary Research (UN SDGs, youth reports)
SURVEY ANALYSIS
RAJ
22, DIPLOMA STUDENT,
LIVES IN A RURAL VILLAGE
IN MAHARASHTRA , FROM
A FARMING FAMILY.
Raj is a 22-year-old diploma graduate in agricultural sciences. He lives in a small village where his family owns a small farm. He helps with daily chores but dreams of modernizing their practices with tech he learns about online. He’s active on Instagram and WhatsApp, curious about sustainability, and often shares posts—but hesitates to take initiative alone due to peer pressure and a fear of failure.
Community Experiences
While surveying and speaking with rural youth, one thing stood out: change often starts with one bold voice—but grows through community support. Many young participants shared how their involvement only began after seeing someone from their own area take the first step.
For example, in Bihar, a group of girls started a kitchen garden after a neighbor’s daughter posted her progress on WhatsApp. In rural Maharashtra, a boy named Ravi gathered friends to clean a plot of land after attending a virtual composting workshop through the campaign. Slowly, local elders took notice—and even joined in.
These stories reflected a key insight: when youth see someone like them making a difference, it creates permission and pride to participate. And when the community joins in, the efforts not only feel valid—but become sustainable.
Insights
1. Relatable role models drive engagement
Youth were far more inspired by stories of people from their own communities than by general campaign messaging. Seeing a local peer succeed made the idea of action feel real and achievable.
2. Social media is the entry point, not the endpoint
Instagram Reels, WhatsApp forwards, and short videos sparked curiosity—but youth needed guidance on what to do next. Without a clear path to act, interest often faded.
3. Recognition fuels momentum
Small moments of public appreciation—like a shoutout in a WhatsApp group or being featured in a campaign post—gave youth the motivation to stay involved and invite others.
Next Steps
Based on the insights gathered, the following steps are recommended to deepen youth engagement and turn awareness into action:
1. Create a localized content toolkit
Develop short, regional-language templates for Reels, WhatsApp stories, and posters that youth can easily adapt and share to start conversations in their communities.
2. Launch peer-led micro-initiatives
Identify and support youth ambassadors in villages who can organize small-scale events (e.g., composting demos, garden starts) and document them digitally to inspire others.
3. Offer structured action paths post-campaign
Provide clear follow-up options like joining V-Force groups, attending digital workshops, or earning badges/certificates to convert interest into sustained involvement.
Future Journey map
fin.