Project Last Mile and the development of the Girl Champ brand in eSwatini: Engaging the private sector to promote uptake of health services among adolescent girls and young women
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Date
2021
Journal Title
Journal ISSN
Volume Title
Publisher
Taylor & Francis Open Access
Abstract
In eSwatini and across sub-Saharan Africa, adolescent girls and young women (AGYW) are at
significantly higher risk of HIV infection and poorer sexual and reproductive health (SRH)
than their male counterparts. AGYW demonstrate low demand for SRH services, further
contributing to poor outcomes. Strategic marketing approaches, including those used by
multinational corporations, have potential to support demand creation for SRH services
among AGYW, but there is limited empirical evidence on the direct application of privatesector strategic marketing approaches in this context. Therefore, we examined how Project
Last Mile worked with eSwatini’s Ministry of Heath to translate strategic marketing
approaches from the Coca-Cola system to attract AGYW to SRH services. We present
qualitative market research using the ZMET® methodology with 12 young Swazi women
(ages 15–24), which informed development of a highly branded communication strategy
consistent with other successful gain-framing approaches. Qualitative in-depth interviews
with 19 stakeholders revealed receptivity to the market research findings, and highlighted
local ownership over the strategic marketing process and brand. These results can inform
similar efforts to translate strategic marketing to support demand generation in pursuit of
public health goals to reduce HIV risk and improve SRH.
Description
Keywords
Adolescent girls, Young women, Public-private partnerships, Sexual and reproductive health, ESwatini
Citation
Brault, M. A. et al. (2021). Project Last Mile and the development of the Girl Champ brand in eSwatini: Engaging the private sector to promote uptake of health services among adolescent girls and young women. SAHARA-J: Journal of Social Aspects of HIV/AIDS , 18(1), 52–63. https://doi.org/10.1080/17290376.2021.1894224