Developing Marketing and Communications Strategies to Promote Demand and Uptake
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 sub-Saharan African countries. And feel free to contact us!
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.
This site matches individuals who are interested in PrEP to eligible health plans and provides comparative pricing. PrEPcost.org is designed for both PrEP users and health care providers to make it easy to navigate the insurance options and find the best plans available.
At least 309,525 people have started to take PrEP in 68 countries, but 71 percent of PrEP users are in North America, according to a global analysis presented by AVAC to the HIVR4P conference in Madrid.
The OPTIONS Consortium has created a new five-part video series, Demand Creation for PrEP, focused on demand creation for HIV prevention behaviors drawn from the OPTIONS led 2018 AIDS Pre-Conference event, Insight to Impact.