The use of branding strategies to increase the uptake of modern contraception among Kenyan youth

Alejandra Leyton, Paul Hutchinson and Anastasia Mirzoyants

Building brand equity is a strategic process that can boost normative and behavior change campaigns. However, the use of brand equity within the social and health sciences remains an under-researched field in lower income countries.

Introduction

Over the past several decades, health communication campaigns targeting youth have been widely used to improve health knowledge, beliefs, norms, and behaviors in both high- and low-income settings (Evans et al., 2008, 2015). In lower income countries, these campaigns have labored to address all manner of health issues, including sexually transmitted infections (Friedman et al., 2016), HIV/AIDS self-testing (Peltzer et al., 2012), contraceptive use and early childbearing (Babalola et al., 2008), and nutrition (Snyder, 2007).

However, campaigns targeting youth have frequently met with only marginal success for several reasons (Noar, 2009; Snyder, 2007). First, the engagement of youth with...

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