Communicating the PrEP Category to Adolescent Girls and Young Women

15 November 2023

This strategy brief is intended for use by implementers working to generate demand for PrEP among AGYW. Drawing on all learnings throughout the positioning process, the brief provides a narrative explanation of how to communicate the PrEP category to AGYW and includes actionable guidance on how best to develop communication that will get the attention of young women and make a lasting impression.

Several resources are intended to be used by implementers to apply the positioning strategy. They are:

PrEP Category Brand Guidelines: How to create communication that speaks to AGYW: The brand guidelines hold all background and brand assets to help a creative team translate the brand positioning into creative assets.
Campaign Planning Templates: These templates are intended to be used in conjunction with the brand guidelines for teams planning campaigns.
Insights Report: Communicating the PrEP Category to AGYW: This report is a comprehensive look at what was learned through validating the positioning direction. It explains the methodology, outlines country-specific reactions to the positioning direction, and distills key findings that were leveraged to adjust and refine the positioning to honor the experiences and perspectives of young women today.

For more information on the process behind building the positioning, see here.

Featured Resources

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Coordinating Implementation Science for CAB for PrEP: Linking Modellers with the Latest Implementation Science Evidence, March 2024

This document summarises key takeaways from a March 2024 BioPIC Think Tank to ensure modellers and implementation science researchers remain aligned on the latest cabotegravir for PrEP data and evidence.

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Coordinating Implementation Science: Taking Stock of PrEP Evidence

This document summarises key takeaways from the BioPIC Think Tank held in March 2024 to review existing PrEP evidence and evidence gaps to date.

External Link

Equity of PrEP uptake by race, ethnicity, sex and region in the United States in the first decade of PrEP: A population-based analysis

This article from The Lancet Regional Health- Americas describes trends in PrEP uptake during the first ten years of PrEP provision in the United States by race, ethnicity, sex, and region.

External Link

Exploring Attitudes Toward Pre-Exposure Prophylaxis for HIV Prevention Prior to Implementation Among Female Sex Workers in Malaysia: Results from a qualitative study

This article from Patient Preference and Adherence describes the results of a qualitative study with female sex workers in Malaysia to assess the potential need for PrEP in this population and the factors that determine willingness to use oral PrEP.

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Opportunities for Pharmacist-Delivered Injectable PrEP in the USA

These Quick Take briefings from Georgetown University’s O’Neill Institute for National and Global Health Law provide insights on barriers and opportunities for pharmacist-administered injectable PrEP in the USA, including delivery via mobile pharmacies.

External Link

How Men Influence Young Women Taking PrEP: Perspectives from young women, male partners, and male peers in Siaya county, Western Kenya

This article from BMC Women’s Health describes the results of a study exploring the views of young women, male partners, and male peers of young women in Siaya County, Western Kenya, to illustrate how men influence, and can support, young women in using PrEP.

External Link

Questioning Risk Compensation: Pre-exposure prophylaxis (PrEP) and sexually transmitted infections among men who have sex with men, capital region of Denmark, 2019 to 2022

This article from Eurosurveillance describes the results of a study comparing rates for chlamydia, gonorrhoea and syphilis before and after PrEP initiation in gay and bisexual men who have sex with men in Denmark.

External Link

Uptake and Challenges with Daily Oral Pre-exposure Prophylaxis among Men who Have Sex with Men and Transgender Women, Suburban Yangon, Myanmar

This article from International Health describes PrEP uptake and 12 month retention amongst gay and bisexual men who have sex with men and transgender women in Myanmar during the covid-19 pandemic and a political crisis and includes insights into user motivations for uptake and continuation.

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PrEP Ring for Adolescent Girls and Youth Women: Summary of research findings

This brief outlines findings from a recent study which has published critical new data on use of the dapivirine vaginal ring (PrEP ring or ring) among adolescent girls and young women in eastern and southern Africa, offering evidence that the ring is safe, effective, and highly acceptable.

Presentation

PrEP Ring Safety Data in Adolescent Girls and Youth Women (AGYW)

This slide deck presents emerging evidence to support conversations on expanding pre-exposure prophylaxis (PrEP) ring access for adolescent girls and young women (AGYW) in policy and programmatic rollout.