Developing Marketing and Communications Strategies to Promote Demand and Uptake

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


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For PrEP to have sustainable health impact, relevant attitudes, knowledge, social norms and beliefs need to be shaped at individual, community and policy level. 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.

An evidence-based marketing and communications plan lays out the activities you’ll undertake to ensure that PrEP is understood and used in ways that have an impact people’s health and health seeking behaviors. Experience has shown that these plans work when they include many of the following: strategies for influencing social and behavior change in ways that support PrEP uptake and use, plans for creating demand among priority populations, training for providers, counselors, peer educators on how to talk about and provide PrEP and more.

Below you will find steps to create a marketing and communications plan to promote demand for and uptake of PrEP; additional resources are linked at the bottom of the page:

Conduct a situation analysis of key audiences
Develop a strategic plan for marketing and communications
Develop and test marketing and communications materials
Implement and monitor your strategy
Build an evaluation system

Last updated January 26, 2017.

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