Using Demand Creation for Real Impact in HIV Prevention

The OPTIONS Consortium—a USAID-funded initiative to expedite and sustain access to antiretroviral-based HIV prevention products—has developed Using Demand Creation for Real Impact in HIV Prevention, a five-part series of videos to share key lessons learned.

Following the development and launch of the PrEP Communications Accelerator and the Insight to Impact AIDS 2018 Pre-Conference, the videos discuss evidence-based and multidisciplinary approaches to demand creation for public health products and services, with a specific focus on driving demand for the category of PrEP.

What is Demand Creation?

No demand creation, no impact. To protect our nations from HIV/AIDS, we have to know our audiences—and what motivates them.

In public health, demand creation is widely used to promote life-saving products and services, like PrEP. Learn how this effective communications approach can support your HIV prevention work.


Your First Step: Audience Insights

Under a demand creation approach, an insight offers a deep, intuitive understanding of a person’s behavior, attitudes and preferences.

In other words, insights help you understand how to meaningfully motivate and connect with the target audience for your HIV prevention campaign.

In this video, learn how and where to get actionable insights to create demand.


How To Create a Campaign Strategy

To achieve lasting impact, your communication program needs an effective, actionable strategy. This video explains the basics of developing a strategy, including how to use audience insights to make more effective choices, and introduces an exciting new tool that can help strategy development. It focuses on PrEP uptake, but can be useful for any HIV prevention campaign.


How to Choose Media Channels For Impact

With an abundance of media channels available, your HIV prevention campaign has an opportunity to target exactly the audience you want to reach. This video will answer questions about developing the right “media mix” to reach your audience at the right time to drive demand for PrEP, or any public health communications campaign.


How to Track Impact For Long-Term Success

Your campaign can have long-term impact—if you track your results and make adjustments in a timely manner. This video will introduce the principles of Monitoring, Evaluation and Iteration to show how lessons gained during early implementation of an HIV prevention communication program can inform ongoing impact.


These videos complement the key principles covered in the PrEP Communications Accelerator, a digital platform developed by OPTIONS to support program implementers, healthcare practitioners, governments and organizations in their implementation of demand creations approaches for PrEP.

The OPTIONS Consortium is a USAID-funded initiative to expedite and sustain access to antiretroviral-based HIV prevention products. For more about the consortium, visit here.

logos for USAID, PEPFAR and OPTIONS