In September 2023, Media Holding Sheni (“Yours” in Georgian) was established by Dr. Giorgi Pkhakadze, Chair of the Public Health Institute of Georgia (PHIG), as a groundbreaking initiative with the goal of revolutionizing public health communication in Georgia. The inspiration for creating Sheni came from the World Health Organization’s (WHO) 2022 publication, which highlighted the harmful impact of health misinformation during pandemics and health crises. The WHO’s findings stressed that health misinformation increases vaccine hesitancy, promotes unproven treatments, and delays access to healthcare, urging governments and organizations to develop innovative strategies for countering this problem.
Motivated by this call to action, Media Holding Sheni was designed as a unique model for delivering professional, unbiased, and accessible health information through diverse platforms and approaches. With its sole focus on public health and a commitment to inclusivity, Sheni has become a trailblazer in addressing health misinformation and improving health literacy in Georgia.
A Global First: What Makes Sheni Unique
Media Holding Sheni is not just innovative—it is globally unique. While other media organizations may occasionally cover health topics, Sheni was built with a singular mission: to center public health in everything it does. No other media holding in the world operates with this focus or employs Sheni’s innovative strategies to deliver health information.
What sets Sheni apart:
• 14 Diverse Platforms: Each platform targets a specific demographic or interest group, ensuring that public health messages are delivered in ways that resonate with diverse audiences.
• Multi-Channel Strategy: Sheni uses websites, Facebook, Instagram, YouTube, and TikTok to reach its audience. This ensures that its health messages are accessible across all age groups and locations.
• Integration of Topics: By blending public health with lifestyle, food, beauty, rural development, and urban issues, Sheni makes health information relatable and engaging.
The Impact of Media Holding Sheni
Over the past year, Media Holding Sheni has achieved remarkable success in delivering health information to millions of people in Georgia. The following table provides an overview of Sheni’s Facebook reach across its 14 platforms during key dates in 2024:
Platform Name Focus Aug 15, 2024 Sep 15, 2024 Nov 26, 2024 Change (Nov vs Sep) Change (Nov vs Aug)
Sheni Sopeli (shenisopeli.ge) Rural health and development 1.7M 1M 9.9M +890% +482%
Sheni Tbilisi (shenitbilisi.ge) Urban health 230.5K 344.8K 1.1M +219% +377%
Sheni Dasveneba (shenidasveneba.ge) Travel and leisure 3.4M 1.4M 2.4M +71% -29%
Sheni Silamaze (shenisilamaze.ge) Beauty and wellness 1.4M 1.4M 1.5M +7% +7%
Sheni Emigranti (sheniemigranti.ge) Diaspora health and stories 2M 2M 2.4M +20% +20%
SheniEkimi (sheniekimi.ge) Medical and public health 272.4K 569.9K 76.5K -87% -72%
Sheni Ambebi (sheniambebi.ge) News and public health 2M 1M 53.4K -95% -97%
Sheni Ganatleba (sheniganatleba.ge) Education and health 927.2K 899.3K 57.4K -94% -94%
Sheni Supra (shenisupr.ge) Food and health 1.3M 2.5M 1.1M -56% -15%
Sheni Pozitivi (shenipozitivi.ge) Positive stories 159.2K 108.6K 108.6K 0% -32%
Sheni Startupi (shenistartupi.ge) Health in startups 31.8K 29.1K 2K -93% -94%
Sheni Horoskopi (shenihoroskopi.ge) Health and astrology 10.1K 9.2K 3.9K -58% -61%
Sheni Khma (shenikhma.ge) Citizen voices and health N/A N/A 1.4K N/A N/A
Sheni (sheni.ge) General public health N/A N/A 42.2K N/A N/A
Key Highlights from One Year of Sheni
1. Reaching Millions Through Innovation
• Sheni Sopeli increased its reach by 890%, demonstrating the success of focusing on rural health topics tailored to the needs of rural communities.
• Sheni Tbilisi grew by 219%, reflecting its ability to engage urban audiences with relatable content about public health and city living.
2. Understanding Audience Diversity
• Sheni realized that different demographics consume content differently. Rural audiences respond strongly to localized content, while urban audiences prefer health topics integrated into lifestyle discussions.
3. Combating Misinformation
• Inspired by the WHO’s findings, Sheni has made significant progress in combating misinformation by providing evidence-based health information through engaging and accessible channels.
4. Multi-Platform Strategy
• Beyond its 14 websites, Sheni actively uses Facebook, Instagram, YouTube, and TikTok to reach diverse audiences. While Facebook remains the most widely used platform in Georgia, younger audiences are increasingly engaged on Instagram and TikTok.
Lessons Learned
The past year has taught Media Holding Sheni that:
• Integration Works: Public health messages are most effective when combined with topics like food, beauty, or rural development.
• Diversity is Essential: A one-size-fits-all approach does not work. Tailoring content to specific demographics ensures maximum engagement and impact.
• Innovation is Key: Using modern technology and adapting to trends has allowed Sheni to remain relevant and impactful.
Conclusion
Media Holding Sheni is more than a media initiative; it is a global pioneer in public health communication. By leveraging innovation, inclusivity, and evidence-based practices, Sheni has transformed the way health information is delivered in Georgia.
In its first year, Sheni has set a new standard for public health communication, ensuring that every Georgian—regardless of their location, age, or socio-economic status—has access to credible and relatable health information. With its bold vision and innovative strategies, Sheni is not only addressing Georgia’s public health challenges but also serving as a model for the world.
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