Choma is an innovative project by HIVSA with the sole purpose of being able to engage with young South African girls in order to educate and guide the youth on the prevention of HIV.
Choma approached us to design a website and create an online space that creates an opportunity for conversation and engagement around their target market. Their aim was to maximise exposure, building brand awareness while educating the community and driving their key message of creating an HIV-free generation.
Changing young women's lives
through online conversations.
Our approach was firstly to understand the mindset of South African teenage girls; what they read about, what interests them, what issues they face and what influences their decisions.
By finding this out we would ensure the Choma website reaches young women with relevant conversation touch points and content pillars that interest them.
With this strategic direction we were able to position Choma as the `big sister` to go to for advice and to receive credible information on topics they would otherwise seek from more unreliable sources. Our focus was on empowering and inspiring young women to make good life choices.
We created a highly engaging mobile-first interactive website allowing the users to `Ask Choma` for advice, share their story without judgement, interact with poll questions, play a game and reach our hard defined audience through fun and bold topics of interest to them. The website is responsive on all devices and, to ensure that we reach a larger part of the target market, is even accessible on feature phones.
The new Choma website is a platform that educates and informs young women, giving them the power to know better.
Visit the website at choma.co.za