Girl champ in Eswatini: A strategic marketing campaign to promote demand for sexual and reproductive health services among young women
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Date
2021
Journal Title
Journal ISSN
Volume Title
Publisher
Springe
Abstract
Eforts to engage adolescent girls and young women (AGYW) in HIV services have struggled, in part, due to limited awareness of services and stigma. Strategic marketing is a promising approach, but the impact on youth behavior change is unclear.
We report fndings from a mixed methods evaluation of the Girl Champ campaign, designed to generate demand for sexual
and reproductive services among AGYW, and piloted in three clinics in the Manzini region of eSwatini. We analyzed and
integrated data from longitudinal, clinic-level databases on health service utilization among AGYW before and after the
pilot, qualitative interviews with stakeholders responsible for the implementation of the pilot, and participant feedback surveys from attendees of Girl Champ events. Girl Champ was well received by most stakeholders based on event attendance
and participant feedback, and associated with longitudinal improvements in demand for HIV services. Findings can inform
future HIV demand creation interventions for youth.
Description
Keywords
Adolescents, Sexual health, Human immune-deficiency virus, Strategic marketing, eSwatini, Young women
Citation
rault, M. A. et al. (2021).Girl champ in Eswatini: A strategic marketing campaign to promote demand for sexual and reproductive health services among young women . AIDS and Behavior, 0123456789. https://doi.org/10.1007/s10461-021-03446-y