Positioning PrEP for Adolescent Girls and Young Women (AGYW)

Positioning is a marketing strategy that determines the tone, look, and feel of marketing and communications materials and enables marketing and communications efforts to create an affinity with the target audience. It is the first step to all subsequent marketing efforts.

The MOSAIC project has developed a positioning strategy for the PrEP category of products intended for implementers who will develop national communication strategies, demand generation campaigns, and communication materials. It offers evidence-informed guidance to guide development of creative briefs, which in turn guide creative concept development and campaign execution and other communication and demand generation materials. A positioning strategy is the PrEP field’s north star. It answers the question, “what do we want young women’s hearts to feel and minds to think about PrEP?” and aims to create specific associations with and beliefs about PrEP in our communication that ultimately impact AGYW’s choice to take up and continue using HIV prevention methods.

By developing a PrEP category positioning strategy, the MOSAIC project aims to informs high-quality campaigns and messaging that connect with AGYW on an emotional level and incorporate the concept of informed choice.

Related Resources:

PrEP Category Brand Positioning for Adolescent Girls & Young Women: 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.
Positioning Strategy Report: This report 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 adolescent girls and young women
This document provides a guide to campaign planning, including creative brief and campaign architecture templates for application. It is intended for use by those developing or refreshing and implementing marketing and communication campaigns focused on PrEP choice in conjunction with MOSAIC’s campaign planning templates. The PrEP Category Brand Positioning for Adolescent Girls & Young Women forms the foundation for these guidelines.
Campaign planning templates: creative brief and campaign architecture templates for application alongside brand guidelines
This document provides a guide to campaign planning, including creative brief and campaign architecture templates for application. It is intended for use by those developing or refreshing and implementing marketing and communication campaigns focused on PrEP choice. It builds on the PrEP Category Brand Positioning for Adolescent Girls & Young Women and is intended to help put the PrEP Category Brand Guidelines into action.
Insights report: 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.

To learn more about our work, visit the MOSAIC blog:

For more information about our positioning strategy work, contact Emily Donaldson ([email protected]) and Casey Bishopp ([email protected]).