Women are told to cover up, shut up and do as they are told.
Their biggest turn-on?
To have open conversations about sex and their relationships and the tools to help them navigate these relationships to the healthy place they desire them to be.
Shout-It-Now (Shout) developed a demand creation campaign that tapped into young women’s desire to move forward in their lives and relationships after feeling stalled by COVID-19 lockdowns. Using human-centered design principles, Shout engaged clients, staff and a media partner to provide input on vocabulary, tone, messages and service journey mapping.
Mo’ghel, Get Your Life Pack! campaign spoke to young women in their own language and featured an aspirational value proposition: “Come get a free pack of youth-friendly services that can improve your life and relationships!” Designed to normalise the conversation about sex by using human-centred design principles, leveraging social and cultural trends popular amongst young South African women.
The campaign was implemented August 12-October 8, 2021 in five districts. During the six-week campaign period, 3,499 clients were served and 2,854 (82%) reported they heard of the campaign. Of those aware of the campaign, 2,697 (94%) were females and 1,368 (51%) were aged 20-24, the campaign’s target demographic.
Results among females aged 20-24 years during the campaign period compared to the preceding six weeks.:
- 668% increase in HIV testing
- 44% increase in PrEP initiations
These results strongly suggest that promoting empowerment and normalizing sexual health conversations can lead to HIV prevention seeking behaviors among a highly vulnerable population. This approach is now used to design all Shout communications and is easily replicable.
*Shout-It-Now attended the International AIDS Society Conference in Montreal, August 2022, presenting the results from our “Mo’ghel get your life pack!” campaign.