Demand Creation Materials

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

Last updated August 30, 2017.

News Spotlight

  • A Daily Pill Can Prevent HIV Infections. Why Don’t More People Use It?

    March 9, 2018

    There’s no question that a simple regimen of a single daily pill can slash HIV infections in people at risk. But although millions of people around the world could benefit, only 200,000 are prescribed PrEP, and 75 percent of them are in the United States. The disparity was the focus of anguished discussions this week at the largest annual US HIV/AIDS conference.

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  • Mapping PrEP: First ever data on PrEP users across the US

    March 6, 2018

    The Center for AIDS Research at Emory University's Rollins School of Public Health produces interactive online maps with visualized data on different aspects of the US HIV epidemic, and its prevention and treatment response, at AIDSVu.org. This set of maps and statistics focuses on PrEP use nationally and by state from 2012-2016.

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