Using branded behaviour change communication to create demand for the HPV vaccine among girls in Malawi: An evaluation of Girl Effect’s Zathu mini magazine

Abstract

The HPV vaccine was introduced nationally in Malawi in 2019 and administered to 9-year-old girls. In order to drive uptake of the HPV vaccine Girl Effect utilised their youth brand, Zathu, to deliver messaging on the HPV vaccine. A Zathu ‘mini magazine’ was created specifically for 9-year-old girls to provide information, prompt household conversations and build empowerment around the HPV vaccine.This evaluation assessed the effectiveness of the Zathu mini magazine against two outcomes: (1) Girls are more informed & motivated to receive the HPV vaccine and (2) Girls talk to their caregivers about the HPV vaccine.A quasi-experimental approach was adopted using both qualitative and quantitative data collection to measure the results against these outcomes.The study found positive correlations between consumption of the Zathu mini magazine and awareness of cervical cancer, and positive attitudes towards the HPV vaccine among girls and parents in the exposed group compared to the non-exposed group. The Zathu mini magazine also encouraged household discussions on the HPV vaccine. Most significantly, consumption of the mini magazine was also positively correlated with uptake of the HPV vaccine among girls. This study highlights the value of girl-centred communications in demand generation for the HPV vaccine. There is potential to learn from and replicate this approach in other comparable settings.