All formats of the brand, whether fictional like the drama or factual like the talk show, deliver entertaining content that resonate with Malawian girls and boys: from relationships to confidence, friendships to sexual reproductive health so Zathu can increase the perceived value of girls – both to girls themselves, and those around them
“It’s important that we understand the market landscape of a country we work in, primarily of the girls living there,” says Ruth Hoyal, Senior Manager, Brand Strategy. “We need to understand what’s culturally appropriate in the country and communities we are working in. The last thing we ever want to do implement a brand that has no relevance or bearing on their lives.”
Crucially, our teams recognise the value and power of creating a brand from within that is designed specifically for our audience. We believe the more our brands are tailored to our audiences’ lives, the more likely they are to be receptive to the meaning and message they carry and in turn, the more impact they can have.
While much of Girl Effect’s work is strongly focused on girls, we are committed to a spirit of inclusion based on our Theory of Change, so that boys, parents and the wider community are visible and highly involved. This means that we design our brands specifically to target girls, but actively develop formats that have a far wider appeal. We continually use data to evaluate and evolve our brands to ensure they have maximum impact. For example, Ni Nyampinga recognized an opportunity to create an element of the brand with broader appeal to boys as we know this is critical to creating change for girls and so launched Sakwe, a new radio drama about Friendship, support, creativity and Music, in September 2017.
Learn more about Girl Effect’s youth brands.