In partnership with The Aurum Institute, CMT developed a new campaign, brand and messaging for young women and adolescent girls, and their partners, in Ekurhuleni, Gauteng. The campaign encourages youth to make healthy lifestyle choices and touches on topics such as safe sex, family planning, HIV testing, starting treatment for HIV, TB prevention, adherence to chronic medication, and protecting your partner, to name a few. The campaign also targets healthcare workers and how the services they deliver, impact youth.
CMT used target audience participation to design the campaign look and feel and to convert tested messaging into the local dialect. The campaign uses high segmentation, has a youthful, edgy, yet positive feel that attracts young people, and is specific to the Ekurhuleni community.
The campaign launched successfully in February 2020 and made use of social media, radio and events for promotion.