Understanding Young Women’s Perspectives on PrEP: Developing a Strong Brand Positioning

In the relentless fight against HIV, the year 2024 marks a crucial juncture, where progress in prevention and treatment coexists with persistent disparities affecting adolescent girls and young women (AGYW). Despite comprising only 10% of Africa’s population, AGYW account for a staggering 25% of new HIV infections, highlighting an urgent need for targeted interventions.

To address this disparity, researchers and marketing experts embarked on a journey to delve into the hearts and minds of young women, seeking to understand their perceptions, concerns, and aspirations regarding PrEP (pre-exposure prophylaxis), a powerful tool for HIV prevention. Their goal was to create a brand positioning for PrEP that resonates with AGYW and inspires them to take action to protect their health.

Research and Consultative Process: Unraveling Young Women’s Perspectives

A comprehensive research initiative was undertaken, involving a thorough review of existing PrEP demand generation campaigns, consultative meetings with key stakeholders, and engaging group discussions with 121 young women from Kenya, South Africa, and Zimbabwe. This in-depth exploration yielded valuable insights into AGYW’s unique perspectives on PrEP.

Key Findings: What Do Young Women Want to Feel and Think About PrEP?

The research unveiled several key themes that emerged from the discussions with young women, providing a deeper understanding of their emotional drivers and decision-making processes:

1. PrEP as Self-Care: A Path to Well-being and Empowerment

AGYW strongly associated PrEP with self-care, viewing it as an act of self-love and respect, demonstrating their commitment to living a full and healthy life. They recognized PrEP as a tool that empowers them to take control of their health and well-being, especially in situations where they might not have control over other aspects of their lives.

2. Peace of Mind and Anxiety Reduction: A Shield Against Uncertainty

PrEP was seen as a way to manage mental well-being, providing peace of mind and reducing anxiety. Young women recognized the importance of taking control of their health, especially in situations where they might not have control over other aspects of their lives. By using PrEP, they could alleviate the anxiety associated with potential HIV exposure.

3. Choice and Control: Taking Ownership of Their Health

PrEP empowered young women with a sense of choice and control over their bodies and sexual health. In a world where they often faced limited autonomy, PrEP offered them the ability to make decisions about their health without relying on others. This sense of empowerment was a key motivator for AGYW to consider PrEP use.

4. Putting Themselves First: Prioritizing Well-being and Aspirations

AGYW expressed a desire to prioritize their own well-being and not be constrained by traditional roles or expectations. They sought programs and services that believed in them and supported their aspirations. This focus on self-care and personal growth was a significant factor in shaping their attitudes towards PrEP.

5. Inclusivity and Diversity: Embracing a Diverse Range of Voices

Young women emphasized the importance of inclusivity in PrEP messaging, ensuring that diverse genders, ages, abilities, races, and sexualities were represented. They did not want to be stigmatized as the sole target group for PrEP. This emphasis on inclusivity was seen as essential for creating a brand that resonated with a wide range of young women.

Brand Positioning Strategy: Guiding Communication and Campaigns

Based on these findings, the researchers developed a brand positioning strategy to guide the development of national communications strategies and campaigns targeting AGYW. The strategy included a checklist of indicators to ensure that communication resonated with young women and inspired them to take action:

1. Authentic Representation: Showcasing Real Young Women

Showcasing real young women from their countries and backgrounds, rather than models, to create a sense of relatability and connection. This authenticity was seen as crucial for building trust and credibility among AGYW.

2. Language and Cultural Relevance: Speaking Their Language

Using language that young women understand and relate to, capturing their unique slang and expressions. This cultural relevance was essential for ensuring that messages were received and understood by the target audience.

3. Broader Focus Beyond Relationships: Acknowledging the Whole Picture

Acknowledging that relationships are part of young women’s lives but not the sole emotional driver for PrEP use. Emphasizing self-care, peace of mind, and control as primary motivators. This broader focus was seen as more inclusive and appealing to a wider range of AGYW.

4. Situating PrEP in Self-Care Context: A Holistic Approach to Health

Positioning PrEP as an integral part of self-care, promoting the idea of taking care of physical, mental, and emotional health to live a life uninterrupted by HIV. This holistic approach to health resonated with AGYW’s desire for well-being and self-care.

5. Acknowledging Challenges: Being Honest and Transparent

Recognizing the challenges associated with PrEP use and avoiding sugarcoating the realities. Refrain from using language that minimizes the effort or difficulty involved. This honesty and transparency were seen as essential for building trust and credibility.

6. Empowerment and Potential: Unleashing Inner Strength

Reminding young women of their inherent strength and potential, rather than telling them they have potential. Focusing on their accomplishments and resilience. This focus on empowerment was seen as motivating and inspiring for AGYW.

7. Safety and Emotional Benefits: A Sense of Relief and Control

Reinforcing the safety of PrEP products, both in terms of side effects and the emotional benefits they provide, such as peace of mind and a sense of control. This focus on safety and emotional well-being was seen as reassuring and appealing to AGYW.

Conclusion: Creating a Brand That Resonates with Young Women

The research and brand positioning strategy highlighted the importance of understanding young women’s perspectives and experiences to create a PrEP brand that resonates with them. By focusing on self-care, empowerment, inclusivity, and authentic representation, communication can effectively inspire AGYW to take charge of their health and make informed decisions about PrEP use. This comprehensive approach has the potential to significantly reduce the disproportionate burden of HIV among young women and contribute to a future where all women can live healthy and fulfilling lives.