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

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.PMID:33685358 | PMC:PMC7946024 | DOI:10.1080/17290376.2021.1894224

Source: Sahara J - March 9, 2021 Category: Infectious Diseases Authors: Marie A Brault Sarah Christie Sasha Aquino Abigail Rendin Amanda Manchia Leslie A Curry Erika L Linnander Source Type: research