Communicating the PrEP Category to Adolescent Girls and Young Women

15 November 2023

This strategy brief is 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.

Several resources are intended to be used by implementers to apply the positioning strategy. They are:

PrEP Category Brand Guidelines: How to create communication that speaks to AGYW: The 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.

For more information on the process behind building the positioning, see here.

Featured Resources

External Link

Understanding the Drivers of CAB PrEP Uptake and Use among Women in sub-Saharan Africa to Build Demand for New PrEP Methods

This article from Current HIV/AIDS Reports reviews facilitators and barriers to use of injectable cabotegravir (CAB) for PrEP by women in sub-Saharan Africa.

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Global Acute HIV Infection Algorithm Job Aids for Providers

This tool can assist providers in assessing acute HIV infection (AHI) in clients using oral PrEP, PrEP ring, and CAB PrEP by offering guidance through three steps: HIV testing, recent exposure to HIV assessment, and AHI assessment. Providers are encouraged to use clinical judgement and defer to national guidance as needed.

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Daily Oral PrEP, PrEP Ring, and CAB PrEP Template Guidelines (Spanish)

The intent of this document is to provide adaptable guidelines to support the development and adoption of national guidelines that align with World Health Organization (WHO) pre-exposure prophylaxis (PrEP) recommendations and guidance, including those for tenofovir disoproxil fumarate (TDF)-based oral PrEP, the monthly dapivirine vaginal ring (“PrEP ring” or “the ring”), and injectable cabotegravir (CAB…

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HIV Prevention User Journey Tool

The HIV Prevention Journey Tool was developed to support 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 digital tool, which has been optimized for use on mobile devices, can be accessed here.…

Spreadsheet

2024 Q3 Global PrEP Tracker

AVAC’s Global PrEP Tracker offers two views on PrEP uptake around the world. Visit data.prepwatch.org for a dynamic map-based tool to explore trends in oral PrEP use globally as countries introduce and scale up PrEP programs. For insights on the full scope of PrEP use around the world, the PrEP Tracker as a spreadsheet offers…

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Oral PrEP, PrEP Ring, and CAB PrEP Template Guidelines (English)

External Link

Pre-Exposure Prophylaxis Implementation Gaps among People Vulnerable to HIV Acquisition: A cross-sectional analysis in two communities in western Kenya, 2021–2023

This article, from Journal of the International AIDS Society, examines PrEP awareness, uptake, and persistence among participants enrolling into an HIV incidence cohort in Kenya.

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Implementation Plan for the Introduction of the PrEP Ring and Long-acting Injectable Cabotegravir for HIV Prevention – Eswatini, August 2024

External Link

Initiation and Continued Use of Oral Pre-Exposure Prophylaxis among Pregnant and Postpartum Women in South Africa (PrEP-PP): A demonstration cohort study

This article from The Lancet HIV describes the results of a demonstration study in South Africa, PrEP-PP, to integrate oral PrEP provision into public clinics offering antenatal and postnatal care to pregnant and lactating people.

External Link

Acceptability of Six-Monthly PrEP Dispensing Supported with Interim HIV Self-Testing to Simplify PrEP Delivery in Kenya: Findings from qualitative research

This article from BMC Health Services Research discusses the results of a pilot in Kenya to explore the acceptability of dispensing PrEP twice a year, with interim HIV self-testing, versus quarterly, with clinic-based HIV testing.