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Working with girls

of the next generation

Billions of dollars have been invested in health services for girls in low and middle income countries, fromsexual health and family planning to nutrition and immunisation.

But services often go underutilised, even when they are free. Why?


“We want every girl to be in control of her body, her health and be able to choose if and when to start a family. Girls need to value their health, be armed with agency and the knowledge to realise the importance of taking preventative measures.”

Jessica Posner Odeded,CEO,女LDsportsPP电子孩效果


Gavi副首席执行官Anuradha Gupta

“I want to be in control of my health and my future, but I don’t know how.”

Compilation of quotes from girls surveyed by Girl Effect in Ethiopia, Rwanda and Malawi


Gavi, the Vaccine Alliance, supports the poorest countries of the world to get access to affordable HPV vaccines.

LDsportsPP电子女孩效果有助于数百万人了解他们的健康的重要性,建立更多关于宫颈癌的知识和在HPV疫苗中的信任encouraging girls to actively protect their healthby making sure they receive the doses they need.

One woman dies of cervical cancer every two minutes. Here’s how we have been working to change this.


Reaching girls


I used to be shy and quiet but watching Yegna has given me confidence to talk about things that matter to me. The TV show is so addictive. I watch every week with my sister. It talks about issues I face at home and at school, and gives me ideas on how to handle challenges.

我喜欢所有的伊娇女孩,但我最爱lomi最多。她的生活如此像我的watching her helps me deal with life without my mother, who died from cervical cancer.



Eshe lives with her mother
and her father in Amhara, Ethiopia
eShe, 14 years old

The impact

Helping rural and urban girls across Ethiopia understand cervical cancer and HPV

Many Ethiopian families live in communities where infrastructure hinders access to information. Additionally girls can face greater parental controls resulting from safety concerns and cultural expectations.

Girl Effect’s youth brand Yegna is a household name that has nationwide reach through its media content. Yegna introduced Ethiopia’s first TV drama for teenagers, a national broadcast that reached urban and rural communities, captivating an audience of over 10 million people, including 14-years-old girls, the target vaccine group. The show tackles real-life challenges that teenage girls face today, including topics on health and the HPV vaccine.

Now in its fourth season, around 90% of viewers are watching the series weekly or fortnightly. When TV drama viewers are compared with non-viewers,Yegna audiences have greater knowledge about cervical cancer and the HPV vaccine.They also have a better factual understanding of the HPV vaccine and trust its safety.




10 million

more likely to be aware of the
HPV vaccine
Yegna戏剧观众是 0% more likely to understand key facts about the HPV vaccine

14 years old girl

My parents think that the vaccine has very bad side effects… since I started listening to the talk show I’ve realised that the vaccine can protect you ... and I know I can convince my family.”

Now that you’ve read about Ethiopia…

Continue scrolling to see our work in Malawi or click to learn more about:



My name is Chimwemwe.
I am 9 years old.

When I heard vaccination day was coming to school, I was not sure what that meant. Even though I wanted to know more, at first I didn’t know who to speak to or where to find the information.

But then we were given the Zathu mini-magazine at school. I read it at home with my mother. It helped us learn about cervical cancer andHPV疫苗如何保护疾病但只有你得到两个剂量。

I feel happy that now I have this knowledge about how to stay healthy and can tell my friends not to be afraid of vaccination day.

and her father in City, Malawi
Asale, 11 years old

The impact

Explaining the importance of the HPV vaccine to younger girls with lower literacy


Understanding that girls this age have lower literacy levels and do not make decisions about their health, Girl Effect created the Zathu mini-magazine. Designed for girls to read with their parents or caregivers, the visual “mini-mag” has increased discussion among families, friends and neighbours about health, cervical cancer and the HPV vaccine.Girl readers are more positive about the HPV vaccine and motivated to get it.

Messages in the mini-mag are reinforced through Zathu’s weekly radio drama, which is aimed at adolescents. The show stresses the importance of the HPV vaccine in the hope that siblings will encourage their younger sisters to get the vaccine. The mini-mag and radio show are part of Zathu’s brand, which is consumed by 4.5 million people countrywide.

The impact
Mini-magazines distributed to 9-years-old girls and their parents
杂志的读者是 0% 更有可能不相信人乳头状瘤病毒疫苗lead to infertility


I read about the vaccine and that we should receive it because it is important to girls. We should also encourage our friends. Our friends should not be afraid when receiving the vaccine.”


Continue scrolling to see our work in Rwanda or click to learn more about:


Changing perceptions


My grandmother died from cervical cancer when I was 8.

When I was 12, I received the HPV vaccine just like most girls my age in Rwanda. The day after we got the first dose, my classmates started spreading rumours about the vaccine that they had heard from their families and communities.

Every person I told about getting vaccinated said I wouldn’t have kids.I got scared and wondered if it was true.

My mother reassured me that the vaccine didn’t have any negative side effects. With her support, I went ahead and got the second dose.

When I was 22, I got pregnant. When it came time to deliver, everything went well. Today, my baby boy is 2 years old and healthy.

I shared my story in the Ni Nyampinga magazine希望保护我的年轻姐妹免受致命的疾病

Marie Paul lives with
eShe, 14 years old

The impact

Helping girls push back against harmful myths, with confidence

Administered to 12-years-old girls, there is high coverage of the HPV vaccination in Rwanda, but strong myths persist including that the vaccine causes infertility. Girl Effect uses the established and popular Ni Nyampinga brand, whichreaches 3.6 million people, to improve knowledge and attitudes towards the HPV vaccine with a focus on破坏神话。

Fear of the needle is a major concern for girls before getting the vaccines, as a prevalent myth is that the second round hurts more. Ni Nyampinga addresses these concerns to build girls’ confidence about taking both doses and help them overcome their short-term fears for the sake of their long-term health.

Ni Nyampinga consumers have more positive attitudes about the vaccine, are less likely to believe in infertility myths, and are active in challenging rumours. By creating trust in health services at an early age, girls are more likely to value and protect their health as they grow up.

The sound of all of us


Girls aged 10-19 consume the
Ni Nyampinga brand
Magazines with HPV content distributed countrywide
0% Consumers of the brand have
knowledge that the HPV vaccine is ‘for girls my age’


Ni Nyampinga Sakwe airs on Saturday at 2:00 pm and Baza Shangazi explains to us what happens when we get vaccinated (...) and tells us how it will not affect us but instead will help us have a healthy life. I feel scared at some point but I believe that when I get it, I will get a healthy life”

Women die from cervical cancer every year globally90% of deathsare in low and middle income countries. Working together, we are increasing uptake of the HPV vaccine anddriving these numbers down.


Learning, adapting and expanding:
Our work with Gavi, the Vaccine Alliance

Since 2016 we have been testing, learning and adapting girl-centered communications to create demand for the HPV vaccine. We are making significant progress in building greater knowledge about cervical cancer and trust in the HPV vaccine which is encouraging uptake. Now we are working to understand and overcome gender barriers to immunisation. Our HPV-related content is successfully reaching and engaging girls at scale. We know that:

Powerful Change Makers

Girls are powerful change makers for themselves and for those around them.


When girls have facts about their health they inform and influence their parents - and take greater control of their wellbeing.

Resistant to Rumours


Greater Knowledge

Girls have greater knowledge about cervical cancer and the HPV vaccine.

Greater Trust

Girls have greater trust in the HPV vaccine and its safety, which drives uptake.

What Works

We have evidence of what works and how it can be used effectively by others.View our Girl Focus Toolkit.

Scaling our impact from 2021-2025

We keep working every day to raise awareness in more and more girls.

You can help us make this change.

Jessica Posner Odede
CEO, Girl Effect
“Given their transformational role, we want to do more for girls and for future generations. Communicating to girls in a way that effectively shifts their mindset around immunisation is key to creating a positive outcome, and Girl Effect is a trusted partner in making this possible.”
Anuradha Gupta.
Deputy Chief Executive Officer, Gavi
“宫颈癌是一种病,我们已经有了意识of that now. It means that we can reduce the number of people dying by passing on what we know.”
17 years old Yenga viewer
23 years old Ni Nyampinga journalist


We can scale to new countries and go beyond HPV to drive understanding and uptake of routine vaccinations.