CONRAD received an award from USAID in July 2015, Project EMOTION, in support of a Human-centered Design (HCD) strategy to increase demand, use and adherence of HIV prevention products for high-risk young women in Africa. The following “V” brand work is a culmination of the multiple phases of research from the EMOTION partners.
Va va voom!
An innovative approach to PrEP
Introducing V, an innovative approach to increase uptake and adherence of PrEP for the young women at high risk of getting infected by HIV. This approach was developed using human-centered design and extensive research into what young women really want when it comes to PrEP.
The answer? A PrEP experience that is young, vibrant and most of all empowering.
What is V?
We are shifting the industry from “Don’t get HIV” to “Empower yourself” by creating a brand and service that strives to make a woman feel confident in whoever she is; to be bold, empowered and in control. For perhaps the first time in her life. Let’s help her feel comfortable with being brave.
We believe that protecting oneself from HIV should be as every day and as acceptable as any self-care practice.
V does more than emphasize the physiological need of prevention but emphasizes the emotional needs too: To be empowered, to belong, to become the kind of women they wish they were.
V was designed with four strategic pillars in mind:
1. CREATE DEMAND
Create demand through word of mouth and "big brand" feel.
2. PREP FOR PREP
Create patient-centric experiences and minimize HIV testing barriers.
Create an exciting and empowering starter kit.
Use the power of belonging to support adherence through a sense of community and peer support.
Research and Project Background
This guide and assets were created based on formative research and in conjunction with young women in South Africa using Human-centered Design in Project EMOTION. Download the PDF for a research and project summary as well as all the insights.
This guide and materials were created based on formative research and were designed in conjunction with young women in South Africa. All materials should be adapted to be relevant to the national or local culture, regulatory/policy guidelines, local laws, and other (e.g. language, cultural norms) contexts. We’d recommend testing the various elements in your setting to make sure the work resonates with your population of interest. V can be adapted for the following situations:
- In a setting where PrEP efforts have already been rolled out: Use V to increase adherence and uptake in existing programs, by either using the entire V approach or selecting aspects of V that would best amp up a program’s performance.
- In a setting where PrEP efforts haven’t yet been rolled out: Use the look and feel of V, as well as the tone of the brand, to make PrEP launch and awareness campaigns most directly relevant for and exciting to young women. Or, use V to engage private sector partners in oral PrEP’s launch, by incentivizing the private sector to actively engage in PrEP uptake and adherence efforts.