Girl Effect is an international non-profit that builds media that resonates with girls. From chat-bots to chat-shows and TV dramas to technology, its content aims to help adolescent girls in Africa and Asia make choices and changes in their lives.
The eight-week TikTok campaign is launching under Girl Effect's global, mobile-first brand Springster, which aims to provide a non-judgemental online space for girls to grow their knowledge and confidence about topics like puberty, mental health, sex and relationships.
The campaign will run across Springster's TikTok profile to reach adolescent girls and young women aged between 13 and 24 in South Africa. It will be expanding to Mozambique and Ghana in September.
The campaign aims to:
- increase girls' awareness of sexual health services
- build knowledge and confidence, and
- direct girls to Big Sis, Girl Effect’s AI-powered chatbot, as well as to SRH services provided by Marie Stopes.
It will feature content from young female South-African TikTok creators, who will create a range of videos using TikTok's MeWhenI reactions, dances and experience sharing.
The campaign will also include a 'Facts Matter' content series with videos from female doctors, which aim to deliver SRH knowledge in a relevant, girl-friendly way. The doctors will answer questions set by the TikTok creators and Springster characters, and also share advice and tips on topics like what to expect when visiting a health centre and how to enjoy safe sex.
"Through our years of work on Springster and Big Sis, we have got to know South African girls, helping them build their confidence, develop informed attitudes and increase their knowledge," says Laura Baines, Springster's senior manager at Girl Effect.
"By meeting girls on the social platforms they are using, including TikTok, we can help connect them to the services they need to lead happy, healthy lives," concludes Baines.
For more information, visit www.global.girleffect.org
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