The Kingdom of eSwatini (formerly Swaziland) is one of the smallest countries in Africa. It has a population of more than 1,3 million.
The country has one of the highest HIV infection rates in the world with more than half of all deaths in the country caused by HIV/AIDS. HIV is five times more prevalent in young women aged 15-24 than in young men of the same age.
In an effort to strengthen demand for HIV/AIDS prevention, particularly with adolescent girls and young women, Project Last Mile was invited by The Global Fund to share The Coca-Cola Company’s strategic marketing expertise with the Ministry of Health and partners.
Strategic marketing and demand creation is a core business strength of the Coca-Cola System. Project Last Mile is leveraging this to assist the Ministry of Health to develop an effective demand creation campaign for HIV/AIDS prevention, treatment, and care.