© 2012 Elizabeth Frazee Tully/CCP, Courtesy of Photoshare

Young people make decisions about their health every day – decisions about getting enough sleep, choosing to avoid tobacco use, taking vitamins or visiting a clinic for vaccinations. These decisions are influenced by the environment around them, including the knowledge they have of the benefits and side effects of certain health behaviors or choices; the availability of choices (from fresh vegetables to contraceptive methods); the thoughts, opinions, and actions of people they respect (e.g., parents, peers, teachers and religious leaders); and the norms in  their community about what is and is not acceptable for young people to do.

Demand generation activities in the context of sexual and reproductive health (SRH) aim to increase young people’s desire to use SRH services by changing their attitudes or perceptions and increasing awareness and knowledge. Such activities also aim to shift entrenched norms, including gender norms, that have an effect on young people’s ability to access SRH services.