In East Africa, the sexual and reproductive health market is mired by a lack of information, choice, and availability. Through this project, PSI set out to create a consumer-driven market, focused on the needs of women and girls in accessing sexual health products and services. This led to the creation of  a trusted lifecycle brand, called Viya,  that provides support throughout a woman’s life and varying health needs.

Viya is PSI’s vision for a comprehensive digital platform with information, products, services, and support for women through every life stage. It will be a go-to platform for decision-making support with advice and connection to a like-minded community, plus linkages to physical healthcare providers. Viya puts the consumer’s experience, pleasure, and preference first.