SBC and Demand Creation


Stopping HIV transmission and preventing new HIV infections among Adolescent Girls and Young Women (AGYW) between ages 10-24, requires addressing social factors and behaviors that put them at risk. EMPOWER’s Social and behavior change communication (SBCC) approaches goes beneath the surface to uncover the causes of the behaviors as well as the social structures that drive the epidemic and the factors that increase risk and vulnerability of the targeted AGYW. EMPOWER uses demand creation activities to reach to targeted audiences (AGYW, traditional leaders, parents/guardians, and other key community opinion leaders) to address issues that are pivotal to the response to HIV/AIDS, including structural barriers to change, gender norms as well as stigma and discrimination. EMPOWER collaborates with community partners (APA) to develop evidence-based SBCC interventions that inform, equip and motivate individuals (AGYW) and communities to make appropriate choices and support in stopping transmission and preventing new HIV infections.


Malawi EMPOWER implements evidence-based demand creation strategies to reach more AGYW in DREAMS clubs with SRH/HIV and GBV services in Zomba and Machinga districts. The activities are implemented in collaboration with Ana Patsogolo (APA) community partners; YONECO in Zomba and GLOHOMO in Machinga. The strategies focus on community mobilization to increase uptake of SRH/HIV and GBV services among targeted AGYW during scheduled outreaches. The following are the proposed evidence-based demand creation approaches/activities that EMPOWER implements in targeted sites in Zomba and Machinga:

  • Dialogue sessions with parents/guardians of AGYW to consent for HIV testing and effective referrals and linkages
  • Facilitation of interactive Health talks
  • Engagement with traditional, religious, and key opinion leaders in communities
  • Engagements with Youth Community Based Distribution Agents (YCBDA)
  • Engagements with community or local celebrities to promote service utilization
  • Use of broadcast technologies including megaphones and online or digital platforms to relay promotional messages

Related Resources

  • Demand Creation strategies to support acceleration plans for AGYW and HIV case finding (English) [PDF]
  • FY21 Q2 Demand Creation Plan for reaching AGYW with SRH, HIV, GBV Services (English) [PDF]
  • PrEP Messages (English Chichewa) [PDF]

Comments are closed.