In the Kingdom of Eswatini, a culturally driven and conservative country, the topic of sex is taboo. Yet with the high rates of HIV infection and cases of teenage pregnancy, it was clear that the young women of Eswatini needed a place to turn to. Introducing:
Girl Champ
The Clinic Disguised As A Boxing Gym
This clinic would serve as a space for girls to access fitness training through the methods of boxercise (which combines affirmations and boxing) and to get sex education and healthcare resources through their trainers and nurses a.k.a 'coaches'.
We developed in-clinic and promotional posters to launch the brand using the loud and dynamic style of the the Girl Champ CI to have messaging that stands out from the mundanity of the healthcare communications space.
We developed murals that were inspired by the Swati traditional fabrics and merged it with the style of Girl Champ.
Unfortunately budget cuts in USAID funding during the Trump Administration resulted in the Girl Champ project being put on hold.
Credits
Art Directors: Georja Romano & Naledi Manama
Copywriters: Tracy-lynn King & Shannon Koor
Designer: Thabang Lehobye
Creative Director: Suhana Gordhan
CCO: Ahmed Tilly, Jonathan Deeb
