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.

中文翻译：

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eSwatini 的女孩冠军：​​促进年轻女性对性和生殖健康服务需求的战略营销活动。

让少女和年轻女性 (AGYW) 参与艾滋病毒服务的努力一直在努力，部分原因是对服务的认识有限和污名化。战略营销是一种很有前途的方法，但对青年行为改变的影响尚不清楚。我们报告了对 Girl Champ 运动的混合方法评估的结果，该运动旨在在 AGYW 中产生对性和生殖服务的需求，并在 eSwatini 的 Manzini 地区的三个诊所进行了试点。我们分析和整合了纵向临床级数据库中关于 AGYW 在试点前后的卫生服务利用情况、对负责试点实施的利益相关者的定性访谈以及来自 Girl Champ 活动参与者的参与者反馈调查的数据。根据活动出席情况和参与者反馈，Girl Champ 受到大多数利益相关者的好评，并且与艾滋病毒服务需求的纵向改善有关。调查结果可以为未来针对青年的艾滋病毒需求创造干预措施提供信息。