“Shout-It-Now empowers youth to have bold conversations about sex and relationships. Our youth-friendly professional staff and accessible, relatable communication, offers continuous guidance and support. Offering a dignified and non-judgmental client experience, empowering clients to understand and access the services they need, when and where they need them.”
Zonja Penzhorn, Head of Marketing
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.
Results among females aged 20-24 years during the campaign period compared to the preceding six weeks.:
- 52,6% increase in HIV testing
- 48,9% 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.