context

In their conservative society, Swati girls they can’t turn to their parents or healthcare workers for sex-related advice. They are also often victims of unhealthy relationships and they are constantly exposed to false information regarding their sexual health. Because of this and Eswatini's high HIV rates, Swati teenaged girls are the most at risk group of contracting the virus in the world.

 

insight

Swati girls need a safe space, where they can feel supported, motivated and educated.

 

When a young woman has confidence, knowledge and strength, it’s easier to protect herself against exposure to HIV. She can feel more empowered, and stand firm in her decisions. Qualitative Research revealed that unlike many other young women, Swati girls want to see themselves as strong, fearsome lionesses. 

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creative

Introducing Girl Champ Fitness Club for Women: So much more than a boxing club. 

 

Girl Champ is a space of positive affirmation where healthy practices (physical and sexual) are promoted. With the help of local female boxers and coaches, this club provides  connections with Swati girls about HIV and educate them in an effective way, and in a tone that they are comfortable with. 

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We set about creating a youthful, unique and bold visual identity for Girl Champ that also resonated culturally with Swati girls, as well as tapped into the extensive research conducted into their aspirations.