Client Awareness of a Specialised STI Wellness Clinic in Eswatini: Contextualised marketing for a stigma-free client-centred STI clinic.

1.IntroductionSexually transmitted infections (STIs) remain a major global public health challenge, with a particularly high burden in Southern Africa. In Eswatini, the burden of STIs, including HIV, is alarming, necessitating effective prevention strategies. Understanding clients engagement with STI services and how they learn about and access these services is vital for effective public health communication and service delivery. AHF Eswatini has implemented multiple demand creation strategies to improve awareness and utilisation of Wellness Clinic services, but evidence remains limited on which approaches are most effective from the client perspective. ObjectiveThis study aims to assess clients awareness, preferences, and perceptions of marketing strategies used by the clinic to inform marketing, communication and engagement approaches. Specifically, the study will examine the main sources of awareness, preferred communication channels, perceived effectiveness of outreach activities, and the relationship between awareness and service utilisation. This manuscript reports the study protocol prior to initiation of participant recruitment and data collection. MethodsA cross-sectional analytical study will be conducted from February 2026 to June 2026 at the LaMvelase STI Wellness Centre. Participants will include clients attending the STI Wellness Centre regardless of HIV status. Individuals aged 15 and above will be recruited through systematic sampling after every 5th client interval. Data will be collected via structured questionnaires and medical records. Clients will be surveyed on how they learned about the clinic, service satisfaction, and preferred communication channels. Statistical analyses will include descriptive statistics, evaluation of marketing reach and effectiveness, and logistic regression to identify associations. The analysis will also compare awareness patterns across demographic and key population groups and explore alignment between client-reported awareness and the demand creation strategies implemented by AHF Eswatini. ResultsThis protocol describes a study designed to generate evidence on client awareness, communication preferences, and the effectiveness of marketing strategies for STI service utilisation. Findings will inform public health strategies and educational programs aimed at reducing STI rates and improving sexual health outcomes in Eswatini. The study is also expected to identify high-impact communication channels for different client groups and generate operational recommendations for improving demand creation efficiency. ConclusionThis research will contribute valuable data to guide interventions and health policies and to design more effective interventions and communication strategies in high STI prevalence settings, ultimately supporting efforts to mitigate the impact of STIs and HIV in Eswatini.