Developing Marketing and Communications Strategies to Promote Demand, Uptake & Adherence
Taking steps to bring people to your programs—and vice versa
In addition to the resources below, visit the PrEP Communications Accelerator, a free, interactive digital resource supports health practitioners in developing marketing and communications campaigns which create demand for PrEP in African countries. And feel free to contact us!
For PrEP to have a sustainable impact on community health, 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 to support people’s health. 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 resources to support your planning.
- PrEP Demand Generation Toolkit – A resource guide for community organizations to generate demand for pre-exposure prophylaxis (PrEP) among key population communities.
- PrEP Communications Accelerator – A free, interactive digital resource supports health practitioners in developing marketing and communications campaigns to create demand for PrEP in African countries. (PEPFAR, USAID, OPTIONS)
- Tools and resources for building and implementing strategic communications and branding (from the David and Lucille Packard Foundation)
- Social Behavior Change Communication (SBCC) Toolkit (C-Change)
- Engaging Parents to Create an Enabling Environment for Young People’s PrEP Use – Supplementary content for family strengthening programmes that support youth sexual and reproductive health: For use by HIV programs to introduce parents to PrEP as part of an effort to support young people’s PrEP use, with a focus on adolescent girls and young women. The module can introduce oral PrEP alone or with other prevention technologies, such as the PrEP ring. This module is a sister document to the HIV Prevention Ambassador Training Package.
- Social and Behavior Change Communication Implementation Kits (HCCC)
- Provider Behavior Change Implementation Kit (HCCC)
- PrEP Knowledge Suite (PANCAP) – A suite consisting of social media content, digital brochures, technical guidelines, training and capacity-building materials and more.
Reports and Publications
- Reaching and Targeting More Effectively: The application of market segmentation to improve HIV prevention programmes — A publication in the Journal of the International AIDS Society explores adapting the use of market segmentation, a traditional tool of the commercial sector, to the promotion of primary HIV prevention.
- Building Evidence to Guide PrEP introduction for Adolescent Girls and Young Women (Population Council, 2016)
- Creating Demand for PrEP Among Adolescent Girls & Young Women – Review of HIV, PrEP and Contraceptive Focused Projects in sub-Saharan African countries (CHOICE, 2020)
- Breaking the Cycle of Transmission – A human-centered approach for improving pathways to HIV testing and linkage to treatment among young people in South Africa