Table 1 SKY Girls Ghana components
From: Evaluation of a multimedia youth anti-smoking and girls’ empowerment campaign: SKY Girls Ghana
Component | Description | |
|---|---|---|
1 | Magazine | Distribution of magazines in print and online. Two issues were released in 2017 and five in 2018. Key objectives for the magazines were to inspire SKY Girls with smoke-free role models, to be future-oriented in their decisions and to reject shisha and cigarettes if offered, all couched within aspirational content and passion points for teen girls, such as music and fashion. (http://www.skygirlsgh.com/magazine.html) |
2 | School activations/ visits | Implementation of school visits. During school visits, SKY Girls introduced girls to the principles of the “SKY sistahood,” deepened understanding of core messages (i.e., “Be true to yourself”), encouraged girls to express themselves using choice mechanics for what they like and do not like, and promoted all SKY events. |
3 | School clubs | The SKY Girls school clubs were launched in June 2018 as school-based events during lunch hours or after classes. Girls in the clubs were encouraged to take the SKY pledge (a commitment device), and each week covered different topics related to SKY Girls outcomes. |
4 | Parties at the mall | Organization of SKY Girls parties at shopping malls in Accra. These had the objectives of bringing girls together and building a sense of community. These were aspirational events with different activities (e.g., photo booth, career booth, sign up booth) and influencers on stage to help spread the campaign’s message. |
5 | Radio show | Weekly broadcast of the SKY Girls radio show on youth station YFM. Presented by three SKY Girls and a radio host, the girls covered a mix of topics from fashion hacks to how to deal with toxic friendships. |
6 | Community activations/ community truck | On weekends, a SKY truck would drive through local communities and invite girls to pop-up areas where girls could take part in activities. These events started in August 2018 and were also used to help distribute the seventh issue of the SKY Girls magazine. |
7 | Social media | Social media activities were conducted through channels such as Facebook, Instagram and YouTube. Posts shared on social media included advice related to questions asked by girls, thematic posts for the month, promotional posts for events/other activities, trivias and photos from school activations or events. |
8 | Movie | Production of two SKY Girls movies. The movies aired on television in May and September of 2018, were shown in movie theatres across Accra, and were widely shown in school “movie night” activations. Both movies are also available on the SKY Girls’ YouTube Channel. Key objectives of the movies included building understanding of core intervention messages (e.g., “Be true to yourself”) and stripping the aspiration out of smoking. Sugar, Spice and Sauce: https://www.youtube.com/watch?v=dsl4egtMnig Sugar, Spice and Sauce 2: https://www.youtube.com/watch?v=9irvnuHVj2A |
9 | Song | Production and dissemination of SKY Girls Songs. “Unstoppable” is the first SKY Song broadcasted on local radio and YouTube. The song is performed by Cina Soul and the lyrics promote confidence and reinforce the “Be true to yourself” message. |
10 | SMS messaging | Starting in November 2017, weekly messages were sent to SKY Girls who owned their own mobile phone. Messages included inspirational quotes, details about upcoming events and core intervention messaging. |
11 | WhatsApp broadcasting | Using WhatsApp as a platform, groups with several girls were created for the promotion of SKY Girl events, movies and the radio show SKY Live. |
12 | Vlog | Facebook and YouTube vlogs started in June 2018, providing aspirational content to inspire girls with smoke-free role models. |