PrEP Communications Accelerator: a digital demand creation tool for sub-Saharan Africa

Abstract

Background:  Strategic communications are critical for successful market introduction of oral pre-exposure prophylaxis (PrEP). This paper focuses on the OPTIONS Consortium’s approach to developing the PrEP Communications Accelerator, a digital tool that provides communication strategies and tools for generating demand for PrEP across sub-Saharan Africa. Methods: The PrEP Communications Accelerator was developed through needs assessment, communications landscape and gap analysis, market research and content development and testing. Stakeholder consultations across multiple African countries and audiences were conducted to validate and refine findings at each step. Results: The PrEP Communications Accelerator provides customised communications plans that vary by target audience (adolescent girls and young women, female sex workers, serodiscordant couples, men who have sex with men, people who inject drugs and the general population) and by setting (clinic, community, subnational or national level). Users of the interactive tool receive custom-built demand creation strategy guidance, including suggested media channels and communication tactics based on available evidence about the population and setting. Discussion: The PrEP Communications Accelerator is a digital demand creation tool intended to equip those who work in resource- and time-constrained environments with the evidence-based guidance needed to jump-start local demand creation efforts. The tool provides guidance on strategic PrEP communications for target audiences most at risk of HIV infection, as well as a broad profile of the general population to cultivate support for PrEP as a new public health product.