MOSAIC is heading to Lima, Peru, for the HIV Research for Prevention Conference (HIVR4P 2024). We invite conference attendees to join us for the following sessions.
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Category: Demand
“IT CAN BE YOUR PILLAR OF STRENGTH:” MOVING BEYOND RELATIONSHIPS TO UNCOVER WHAT DRIVES PrEP USE IN YOUNG WOMEN TODAY
It’s an exciting time for HIV prevention. New products including PrEP ring and CAB PrEP are making their way into the market, and AGYW are poised to have a choice of method for the very first time. Just as the PrEP landscape is rapidly evolving, so too is the world in which young women are coming of age—and our marketing efforts must keep up if we want to remain relevant to our audience.
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THE YOUTH MOVEMENT: HOW THE MOSAIC NEXTGEN SQUAD IS TRANSFORMING THE WAYS WE WORK
During the first two years of MOSAIC, engaging in intentional, principled partnerships with young people has transformed our typical way of working, changing hearts and minds and improving project processes and outcomes.
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BUILDING A BRAND FOR PrEP: POSITIONING PrEP IN THE HEARTS AND MINDS OF YOUNG PEOPLE
With choice of PrEP products on the horizon – including oral PrEP, the PrEP ring, and CAB PrEP – PrEP marketing and demand generation must evolve with the availability of new PrEP products. Young people, in particular, need PrEP demand generation campaigns tailored to their needs and aspirations.
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COMMUNICATING PrEP CHOICE TO YOUNG WOMEN: DEVELOPING A BRAND STRATEGY FOR COMPELLING COMMUNICATION
As the PrEP category expands to include new products, our marketing and demand generation efforts must communicate with young women about PrEP and product choice in their language so they are ultimately inspired to act. That’s why MOSAIC set out to build a strong, evidence-informed, unified brand for the category.
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WE NEED TO APPLY A GENDER-TRANSFORMATIVE LENS TO PrEP MARKETING
As marketing for PrEP has evolved, we have seen a shift away from strategies we know don’t work: fear-based, stigma-reinforcing, HIV-centric, medicalized, and far-future focused. Yet we need to go a step further and analyze all the insights that form the backbone of our campaigns and our messages through a gender-transformative lens.
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