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
Systematically review information about PrEP that will help you define and understand the problems and opportunities in introducing PrEP in your context. This might include an understanding of attitudes, knowledge, social norms and beliefs at individual, community and policy level.
Identify any gaps in knowledge and decide how you will address those gaps.
The CHARISMA intervention pilot—embedded in the MTN HOPE study—addressed intimate partner violence and relationship skills among women using microbicides in Johannesburg, South Africa. View the photo story to learn about the pilot through the eyes of CHARISMA clinic and community staff.
Pilot PrEP projects have been underway in some African countries for several years. But it has only been since late 2017 that some countries have started serious PrEP availability programmes for wider populations.