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

Figures & data

Table 1. Organisations represented in PLM evaluation interviews.

Organisation	Number of stakeholders
Public sector: Ministry of Health; Health Promotion Unit (HPU); Swaziland National AIDS Program (SNAP) and Adolescent Sexual Reproductive Health (ASRH) program	9
Private sector: Coca-Cola Marketing, FCB Africa, Olson Zaltman	6
PLM project team	3
Donor Organisation	1
Total	19

Figure 1. Overview of ZMET process.

Table 2. Participants in ZMET research, by age and origin.

Origin, age	Number of female respondents
Rural, 15–19 years old	2
Urban, 15–19 years old	4
Rural, 20–24 years old	4
Urban, 20–24 years old	2
Total	12

Table 3. Key themes from the stakeholder interviews and market research.

Main theme	Subthemes
PLM achieved ownership and buy-in across diverse partners	• Proactive engagement with local stakeholders was achieved through establishment of a technical working group
	• Stakeholders’ commitment to building capacity within the HPU seen as unique and beneficial
	• Application of proven approaches from the private sector resonated with partners.
ZMET uncovered AGYW perspectives on power dynamics, aspirations, and identity related to HIV prevention	• The metaphor of a tree of prevention emerged, in which strength was derived from strong roots – environmental and social factors that supported an HIV prevention mindset. • AGYW compared HIV prevention knowledge to freedom and light, which they needed to remain healthy • The metaphor of connection emerged as young women expressed desire for supportive and empathetic female adults, including healthcare workers, and described judgement and stigmatisation they feared in seeking information and treatment for sexual health issues. • Imagery of armoured plants and fierce animals reflected AGYW desire for control over their future and strength to withstand societal pressures
Stakeholders Described Strong Receptivity to Market Research Findings	• Robust insights provided valuable nuance and context • Findings were readily translated into a communications strategy

Figure 2. Four foundational factors contributing to HIV prevention derived from Olson Zaltman interviews with young women.

Figure 3. Participant drawing and quote illustrating Metaphor A.

Figure 4. Participant provided image and quote illustrating Metaphor B.

Figure 5. Participant provided image and quote illustrating Metaphor C.

Figure 6. COACH guide (upper left) and Girl Champ promotional materials.