USAID BRIDGE II Project
Client
Johns Hopkins University
Service
Public Health Communication
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Brief
The USAID BRIDGE II project needed to reduce new HIV infections by shifting social norms and increasing preventive behaviours among adults across 11 districts. Evidence from Phase I showed that while awareness was high, behaviour change was not. The key challenge was addressing sexual concurrency, a sensitive topic requiring culturally grounded messaging that avoided stigma while driving real action. Johns Hopkins needed a partner with strong social marketing and behaviour change
communication experience, but one that also understood commercial advertising well enough to apply its persuasive strengths to public health.
Year
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What we did
We created a behaviour-change strategy built on extensive research, civil-society input, and the Health Belief Model. We developed a national campaign spanning mass radio, community engagement, counselling tools, and on-the-ground champions. Through storytelling, dialogue, and cultural relevance, we helped reshape perceptions, motivate safer choices, and strengthen family-centered norms across 11 districts.
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