Girl Champ in eSwatini: A Strategic Marketing Campaign to Promote Demand for Sexual and Reproductive Health Services Among Young Women

Efforts 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 findings from a mixed methods evaluation of t...

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Bibliographic Details
Published in:AIDS and behavior 2022-03, Vol.26 (3), p.853-863
Main Authors: Brault, Marie A., Christie, Sarah, Manchia, Amanda, Mabuza, Khabonina, Dlamini, Muhle, Linnander, Erika L.
Format: Article
Language:English
Subjects:
Adolescent
Adolescent girls
Adolescents
Behavior modification
Demand
Disease prevention
Eswatini
Family planning
Feedback
Female
Girls
Health behavior
Health promotion
Health Psychology
Health services
Health services utilization
HIV
HIV Infections - prevention & control
Human immunodeficiency virus
Humans
Infectious Diseases
Marketing
Medicine
Medicine & Public Health
Mixed methods research
Original Paper
Public Health
Reproductive Health
Reproductive Health Services
Sexual Behavior
Sexual health
Sexually transmitted diseases
STD
Teenagers
Women
Womens health
Young adults
Young women
Youth
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Summary:Efforts 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 findings 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.
ISSN:1090-7165
1573-3254
DOI:10.1007/s10461-021-03446-y