Transforming PrEP marketing: understanding the place of PrEP in the hearts and minds of adolescent girls and young women in sub‐Saharan Africa
This strategic, evidence-informed brand positioning-developed with AGYW, confirms that communication to promote PrEP uptake and continued use must resonate with AGYW's inner strength and frame PrEP use as an act of self-love. It offers a powerful foundation for clear, consistent and inspiring communication that engage and retain AGYW's attention.
Authors
- Definate Nhamo (ORCID: https://orcid.org/0000-0002-6058-5237)
- Elmari Briedenhann (ORCID: https://orcid.org/0000-0001-8107-6223)
- Patriciah Jeckonia (ORCID: https://orcid.org/0000-0002-6287-5289)
- Elvis S. Donaldson
- Casey Bishopp
- Anelde Greeff
Institutions
- Family Health International 360 (US)
- LVCT Health (KE)
Publication Details
- Journal
- Journal of the International AIDS Society
- Published
- 2025-07-01
- DOI
- https://doi.org/10.1002/jia2.26480
- Citations
- 2
- Primary Topic
- HIV/AIDS Research and Interventions
- Type
- article
- Field-Weighted Citation Impact
- 2.79
Funders
- United States Agency for International Development