“…Notably, the Girl Champ brand exemplifies a gain-framing approach (Amico & Bekker, 2019) which leverages AGYW's future-oriented mindset and desire for light, connection, and strength. This is consistent with the growing literature suggesting that health messaging for adolescents, particularly concerning SRH and HIV prevention services, needs to be contextually situated, and emphasise individual wellness and social supports, rather than rely on fear-based, risk-oriented messaging (Eakle, Bourne, Jarrett, Stadler, & Larson, 2017;Hull, 2012;Mpondo et al, 2018;Ngidi, Moyo, Zulu, Adam, & Krishna, 2016;Sieving et al, 2017;Soon et al, 2013;Svanemyr, Amin, Robles, & Greene, 2015).…”