Botswana’s very own teen girl empowerment campaign, SKY Girls has been awarded the ‘highly commended paper’ at the recent World Social Marketing Conference held in the United Kingdom held from 5-8th September 2022.
According to a statement, ‘the award recognizes outstanding work in the field of social marketing, an approach that uses innovative marketing techniques to promote positive behaviours.
SKY Girl campaign, which is run by The Dialogue Group, is funded by Bill and Melinda Gates. Director of The Dialogue Group, Tonderai Tsara is excited the campaign has been recognized globally.
“We were happy to have a paper accepted to this global conference, and didn’t expect to win anything. This award validates the approach we have taken at SKY Girls, which is to listen to the girls in our audience and always be led by what they say, in order to have real impact,” said Tsara.
SKY Girls is funded by the Bill and Melinda Gates Foundation, and focuses on creating edutainment content for teenage girls in order to empower them and increase their resilience and confidence.
The University of Botswana has carried out evaluation of the programme and found that 95% of teenage girls in the testing area are aware of SKY Girls, with 82% agreeing that “SKY has helped me improve on my life in some way” and 85% agreeing that “SKY has helped me feel confident about my decisions”.
The success of SKY girls in Botswana since 2014 has led to roll-out of the campaign in 6 other African countries.