SKY Girls is a multimedia empowerment programme aimed at adolescent girls. It was launched in 2014 as a tobacco prevention programme, and is now active in six countries in sub-Saharan Africa. In 2021, SKY was expanded to address additional issues including HIV prevention, gender equality and financial services for the poor.
This is a users’ guide to developing and launching a social marketing programme. It sets out the different stages of programme creation and implementation, from selecting a target market to designing your launch strategy and measuring the success of the programme.
This handbook is informed by lessons learnt through implementing the SKY Girls programme. Throughout, it draws on examples and insights from the SKY Girls implementers.
It is designed for individuals or organisations who already know which societal challenge they are seeking to address, and are considering a social marketing approach.