About the Accelerator

What Is the PrEP Communications Accelerator?

The PrEP Communications Accelerator is a free interactive, digital resource that supports national governments, program implementers, and health practitioners to develop marketing and communications that drive demand for PrEP in sub-Saharan Africa. Both easy-to-use and information-rich, the Accelerator offers tested guidance throughout the lifecycle of a PrEP communications campaign and can be applicable across all PrEP formulations.

The Accelerator also includes information about creating an enabling environment for PrEP with communications for the general population. Here, the goal is not to encourage the use of PrEP by everyone, but rather to educate the full population about PrEP and create general positive awareness for this new HIV prevention method. Creating a supportive environment for PrEP is vital to its success.

Focused on five audience groups

The PrEP Communications Accelerator was written with five target audiences for HIV prevention in mind. All five are high-risk populations across sub-Saharan Africa: adolescent girls and young women, female sex workers, serodiscordant couples, men who have sex with men, and people who inject drugs.

Is the PrEP Communications Accelerator for Me?

The PrEP Communications Accelerator is designed to equip anyone who is rolling out a PrEP program, communicating about PrEP, or seeking to drive demand for PrEP in sub-Saharan Africa. If you are a program manager, communication specialist, researcher, government official, employee of a nongovernmental organization or community-based organization, or other stakeholder invested in creating demand for HIV prevention methods, then this guide is for you. It is specifically designed for those who work in resource- and time-constrained environments— referred to as an “accelerator” because it is meant to save time in research and planning.

What can the PrEP Communications Accelerator do for me? 

It will fast-track your campaign efforts by providing you with:

  • Persuasive messages about PrEP in order to more effectively create demand
  • Channel and tactical recommendations to help you better understand how to communicate with your target populations

What Is the Communications Fast Tracker and How Do I Use It?

This interactive tool provides a customized communications plan for different combinations of audience and setting. As you are exploring it, keep in mind that the fast-tracker strategies offer blueprints for PrEP communications planning. The information is designed to inform your demand-creation approach by providing information that has been researched and tested with PrEP communities and health professionals. The language is not intended to be used verbatim for PrEP communications. In addition, although the strategies are audience-centric, this does not mean that your PrEP communications should single out any specific audience. It only means that campaign planners, with a strategy in hand, can plan a campaign that is more insightful, focused, and effective in creating demand for PrEP.

 

To use the Communications Fast Trackerselect your audience and the setting where you want to reach them, and the tool will deliver a downloadable strategy containing all of the essential strategic elements for you to consider.

Note that this selector tool is not location-specific but provides output based on general setting (national, sub-national, community, and clinic levels). 

What Is Demand Creation 101 and How do I Use It?

Alternatively, you may start with Demand Creation 101 , which offers an overview of the steps to take in planning your communications. This section covers how to source audience insights through research, how to develop an evidence-based strategy, how to measure and evaluate your campaign, and more.

Comprehensive Audience Profiles

To learn more about the audiences most at risk for HIV and how best to reach them with information about PrEP, start with Comprehensive Audience Profiles. Each of these five profiles takes a closer look at potential PrEP user groups. These profiles aggregate recent research about PrEP, including information about what PrEP benefits are most important to each audience and about which media channels are best for reaching them.

This Resource Is for You—Use It However It Works Best for You.

The Accelerator is designed to be a useful resource for your PrEP communications planning. You may find it useful to go back and forth between different sections, or you may find yourself returning to sections several times throughout your work.

For additional support with your PrEP communications or to ask questions about the PrEP Communications Accelerator, contact us at Accelerator@optionsconsortium.org.