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Developing Marketing and Communications Strategies to Promote Demand, Uptake & Adherence

Taking steps to bring people to your programs—and vice versa

For PrEP to have a sustainable impact on community health, people must understand the benefits of PrEP and believe these outweigh any possible negatives. They must have relevant practical and emotional reasons to use PrEP products consistently and correctly.

Reaching Multiple Key Populations

  • The HIV Prevention Ambassador Training Package and Toolkit is designed for community-based organizations and other groups to train HIV Prevention Ambassadors with the goal of promoting the meaningful engagement of communities and potential and current PrEP users in the rollout of oral PrEP for HIV prevention
  • The PrEP Communications Accelerator is a free, interactive digital resource supporting health practitioners to develop marketing and communications campaigns to create demand for PrEP in African countries, with a focus on reaching adolescent girls and young women (AGYW), gay and bisexual men who have sex with men, serodifferent couples, female sex workers, and people who inject drugs
  • This PrEP Demand Creation Toolkit, created by the US Centres for Disease Control and Prevention, contains information, tools, and resources to help partners identify and develop PrEP demand creation activities, and includes example materials from Brazil, the Dominican Republic, Kenya, South Africa, and Thailand
  • The Pan Caribbean Partnership Against HIV/AIDS’s PrEP Knowledge Suite consists of social media content, digital brochures, technical guidelines, training and capacity-building materials and more

Reaching Adolescent Girls and Young Women

  • The HIV Prevention User Journey Tool supports adolescent girls and young women to explore methods that would align with their lifestyle, needs and personal preferences, and support healthcare providers to provide informed counseling based on client needs; the tool is being used in the CATALYST study in eastern and southern Africa
  • The Engaging Parents to Create an Enabling Environment for Young People’s PrEP Use toolkit can be used by HIV programs that wish to introduce parents to PrEP as part of an effort to support young people’s PrEP use, with an emphasis on PrEP use among AGYW; it was designed for use in eastern and southern Africa and is available in Afrikaans, French, Oshiwambo, and Silozi
  • Building Community Acceptance for PrEP Use among AGYW in Sub-Saharan Africa is a series of reports which examine the community influencers who impact PrEP use among AGYW, the behavioral determinants that influence their support of AGYW PrEP use, and promising community acceptance interventions that directly address these determinants
  • The Creating Demand for PrEP Among Adolescent Girls & Young Women report from CHOICE collates key insights, lessons learned, strategies, and examples from past and current programs and studies reaching AGYW with PrEP messages and services
  • Breaking the Cycle of HIV Transmission materials were developed using a human-centered design approach to help AGYW progress past the “big flip,” where they move from prioritizing the needs of others in relationships to prioritizing their own sexual health

Communicating the PrEP Category to Adolescent Girls and Young Women: Find resources related to MOSAIC’s PrEP category brand positioning work here. These include:

  • A strategy brief intended for use by implementers working to generate demand for PrEP among AGYW. Drawing on all learnings throughout the positioning process, the brief provides a narrative explanation of how to communicate the PrEP category to AGYW and includes actionable guidance on how best to develop communication that will get the attention of young women and make a lasting impression.
  • A positioning strategy report, which includes an explanation of the role of branding and positioning, background learnings, critical inputs toward building positioning, the process for iteration and validation, and an appendix of tools developed during the process and demand generation best practices.
  • PrEP Category Brand Guidelines: How to create communication that speaks to AGYW: These brand guidelines hold all background and brand assets to help a creative team translate the brand positioning into creative assets.
  • Campaign Planning Templates: These templates are intended to be used in conjunction with the brand guidelines for teams planning campaigns.
  • Insights Report: Communicating the PrEP Category to AGYW: This report is a comprehensive look at what was learned through validating the positioning direction. It explains the methodology, outlines country-specific reactions to the positioning direction, and distills key findings that were leveraged to adjust and refine the positioning to honor the experiences and perspectives of young women today.
  • PrEP Communication and Demand Generation Strategy Template: This template is designed to provide an overview and outline of the different sections of a national communication or demand generation strategy. It is intended for demand generation, social behavior change (SBC), or communication focal points to apply in countries developing new PrEP or HIV prevention strategies or updating their strategies with new PrEP options.

CAB PrEP Compendium of End User Insights: Understanding end users is a critical first step to establishing effective communication and informing program delivery. This document intends to help inform development and updating of national HIV prevention, combination prevention, and PrEP communication and demand generation strategies, campaigns and plans with CAB-specific insights.** It can also be shared with program implementers to inform communication and program delivery for CAB PrEP and method choice.

Reaching LGBTQ+ Communities

  • APCOM’s PrEP Demand Generation Toolkit supports community organizations to generate demand for PrEP among gay and bisexual men who have sex with men, based on APCOM’s experiences in Asia

Branding Campaigns

  • The V Branding Campaign supports increased uptake and adherence of oral PrEP amongst adolescent girls and young women through empowering messaging and demedicalized, discreet packaging.