Girl champ in Eswatini: A strategic marketing campaign to promote demand for sexual and reproductive health services among young women

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dc.contributor.authorBrault, Marie A.
dc.contributor.authorChristie, Sarah
dc.contributor.authorManchia, Amanda
dc.date.accessioned2021-09-20T11:03:51Z
dc.date.available2021-09-20T11:03:51Z
dc.date.issued2021
dc.description.abstractEforts 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.en_US
dc.identifier.citationrault, 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-yen_US
dc.identifier.issn1573-3254
dc.identifier.issnhttps://doi.org/10.1007/s10461-021-03446-y
dc.identifier.urihttp://hdl.handle.net/10566/6709
dc.language.isoenen_US
dc.publisherSpringeen_US
dc.subjectAdolescentsen_US
dc.subjectSexual healthen_US
dc.subjectHuman immune-deficiency virusen_US
dc.subjectStrategic marketingen_US
dc.subjecteSwatinien_US
dc.subjectYoung womenen_US
dc.titleGirl champ in Eswatini: A strategic marketing campaign to promote demand for sexual and reproductive health services among young womenen_US
dc.typeArticleen_US

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