Transforming PrEP marketing: understanding the place of PrEP in the hearts and minds of adolescent girls and young women in sub-Saharan Africa

Introduction

Adolescent girls and young women (AGYW) in sub-Saharan Africa (SSA) remain one of the populations most affected by HIV. As HIV prevention options expand—such as the introduction of the dapivirine ring, long-acting injectable cabotegravir and other potential long-acting methods—alongside oral pre-exposure prophylaxis (PrEP), AGYW will have a choice of PrEP methods for HIV prevention, referred to as the PrEP category. Marketing and demand generation must evolve to communicate this choice to AGYW in real-world settings across SSA.

Methods

Using a phased approach to learn, build, iterate and validate, we developed a brand positioning strategy for the PrEP category for AGYW. In 2022, a review of existing and historic oral PrEP campaigns informed initial insights (learn). In 2023, these were further explored and developed with eight young women representatives under the age of 30 (build), then refined with PrEP implementers and Ministry of Health representatives from eight SSA countries (iterate), through five consultative virtual workshops of up to 25 participants each. Insights were funnelled through a private sector marketing framework—the 4C's—to develop a single key brand benefit (KBB), ensuring it was culturally relevant, category-specific, consumer-driven and product (company)-true. The KBB was then creatively applied to posters, narratives and key messages for validation with AGYW (validate). From July to August 2023, 121 AGYW aged 18–24 participated in 16 group discussions to validate the brand positioning strategy; 44 in South Africa (6 groups), 32 in Zimbabwe (4 groups) and 45 in Kenya (6 groups).

Results

Post-validation, an optimized KBB emerged: PrEP affirms that self-love is strength—positioning PrEP as a way for AGYW to prioritize their physical health and mental wellbeing, and live a life uninterrupted by HIV. We developed a deeper understanding of the influences shaping AGYW's relationship with the PrEP category, answering: What do AGYW feel in their hearts and think in their minds about PrEP?

Conclusions

This strategic, evidence-informed brand positioning—developed with AGYW, confirms that communication to promote PrEP uptake and continued use must resonate with AGYW's inner strength and frame PrEP use as an act of self-love. It offers a powerful foundation for clear, consistent and inspiring communication that engage and retain AGYW's attention.