Since 2001, PSI/Malawi has received support from the USG for its “Youth Alert!” program, a targeted health communication program designed to prevent HIV and unwanted pregnancies as well as instill healthy life skills among in and out-of-school youth aged 10-24. Youth Alert! (YA!) Is also one of PSI’s few branded non-product focused health communication programs. Since its inception, the success of the YA! brand management lies in its attentiveness to positioning, reach and targeting: three essential principles of branded social marketing.
What makes YA! unique is that the “product” on which the branding focuses is a continually-expanding and evolving package of behavior change communication activities that range from mass media, to large scale interactive events, to interpersonal communication activities. In association with these activities, the use of the YA! logo and two slogans: “Youth Alert!: Your Trusted Source of Information” and “Youth Alert! My Life, My Future, My Choice” positions the YA! program as providing balanced, accurate and trusted information and life skills related to HIV, STI, and pregnancy prevention while being youth-friendly, youth-accessible and creating a sense of ownership among youth to adopt healthy lifestyles. XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
Andrew Miller recently presented about the Youth Alert! brand and corresponding program at the online PSP-One social marketing conference. The presentation (Download presentation.ppt) places the YA! branding into a larger context and gives greater insight into the strategy employed by the program. Click here to access the presentation.