Today we’re celebrating every girl's right to take control of her future by choosing if and when she becomes pregnant. Unfortunately, in many countries where we work, cultural attitudes can prevent young women and girls from having open, honest conversations about sex and contraception.
That’s the problem we recognized three years ago when we set out to create a new program catered to girls' unique reproductive health needs—and life needs.
How did we do it?
Thanks to generous support from the Hewlett Foundation, human-centered design firm IDEO.org helped us create a new brand for Zambian teens: the Divine Divas. These girl-inspired personas help teens imagine themselves using different types of contraception on their terms.
Each Diva uses a method of contraception that fits her lifestyle: the implant for Ms. Ambition, the injection for the Girl on the Go, the pill for the Perfectionist, and the IUD for the Supergirl.
The Divine Divas became an integral part of MSI Zambia's new Diva Centers—designed exclusively for teens—where girls can read magazines, paint their nails and have conversations about contraception and sex when they’re ready.
Since their inception, Diva Centers have been extremely successful at reaching teen girls in Zambia: more than 80% of girls who have visited a center adopted a method of contraception, many for the first time.
The project was so successful, in fact, that we teamed up with IDEO.org again to develop a lifestyle brand for young people in Kenya.