Demand Creation 101

In this guide, you will find a broad overview on developing PrEP demand communications. There is no single way to execute an effective communications campaign—as they are highly dependent on understanding and responding strategically to the local context and population. However, by going through the phases described in this guide, you will be prepared to ask the right questions and give your campaign the best chance to succeed.

What is demand creation?

https://www.youtube.com/embed/pwV4NoPfgNM
What is Demand Creation?
https://www.youtube.com/embed/NJWEp0kXXzE
Insight Generation
https://www.youtube.com/embed/POIVgRUx238
Communication Strategy & Tactics
https://www.youtube.com/embed/2tsujE-plOc
Choosing Your Media Mix
https://www.youtube.com/embed/BpZWm_8UPhM
Monitoring and Iteration

What is Demand Creation?

Insight Generation

Communication Strategy & Tactics

Choosing Your Media Mix

Monitoring and Iteration

It’s important to note the following:

  • The guide is organized according to “phases,” this is not a step-by-step guide
  • Designing demand creation communications is an ongoing process of learning and iteration
  • You will frequently go back to earlier decisions and update them to match your evolving thinking and learnings
  • You will work through some phases in tandem, while you are likely to cycle through others several times