Developing Marketing and Communications Strategies to Promote Demand and Uptake

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
Build an evaluation system

Last updated June 4, 2018.

News Spotlight

  • FDA Approves Truvada as PrEP for Adolescents at Risk for HIV

    May 15, 2018

    The US Food and Drug Administration has expanded the approval of Truvada as pre-exposure prophylaxis (PrEP) against HIV to include adolescents. Truvada was approved as an HIV prevention method in 2012 but only for individuals age 18 and older. The new approval expands this indication to include adults and adolescents at risk for HIV.

    Read more

  • Early PrEP Uptake in Africa Study Gives Support for Possibility of Wider Acceptance

    May 9, 2018

    New findings show that nearly a fifth of adults whose risk for HIV infection made them eligible for free PrEP started taking the drug within 30 days — according to a study examining the impacts of health interventions across communities in two East African countries. The study’s authors conclude that this provides further evidence that widespread roll out of PrEP to individuals at high risks for infection across resource-limited communities is feasible.

    Read more