1. Raising Awareness of HIV Prevention
Nearly half of those surveyed—46%—reported learning about HIV prevention medication through targeted outreach, such as conversations with healthcare professionals and social media campaigns. Another 35% learned about it from friends or family.
This highlights that simply having a medication available won’t guarantee awareness or uptake.
Key Insight: We cannot assume demand for LEN will arise on its own. The injection, which is highly effective, only requires biannual administration and is available free of charge at government clinics, will not generate sufficient interest on its own. Planning and outreach to create demand are essential.
2. The Importance of the Messenger
Projects that employed peer educators to engage potential users were particularly successful. These educators distributed flyers, had one-on-one discussions, and sometimes accompanied individuals to health services.
In initiatives that utilised peer navigators, around 46% to 50% of participants started taking HIV prevention medication right after learning about it, compared to 21% to 34% in projects without this approach.
People responded better when they received information from relatable individuals, as different demographics may have distinct questions and concerns about the medication.
Key Insight: The credibility of the messenger is crucial. Individuals with insights into the community, especially those who have used HIV prevention themselves, can foster trust and effectively address inquiries.
3. Quick Action on Interest
An additional advantage of community outreach projects was the swift action taken by interested individuals. Peer navigators not only provided information but also guided people on how to access the medication.
Delays in accessing treatment can result in wasted opportunities.
Key Insight: The time between learning about LEN and acquiring it should be minimal. Therefore, outreach should be seamlessly connected to clinics prepared to administer the injection.
4. Limitations of Mass Media
While mass media can reach large audiences, our findings indicate that it doesn’t necessarily persuade people to utilise HIV prevention. Only 5% of young respondents were first informed about HIV prevention through traditional media, whereas 84% heard about it via friends, family, healthcare professionals, or targeted online platforms.
This shows that, while mass media has a role in raising general awareness, it should not be relied upon solely.
Key Insight: Campaigns should focus on venues where potential users congregate—clinics, pharmacies, youth organisations, and relevant online platforms—rather than primarily on broad advertising.
5. Budgeting for Demand Creation
Policymakers need to recognise that creating demand for medication involves costs. In the projects we examined, activities aimed at raising awareness accounted for 14% to 40% of total costs per HIV prevention visit, depending on the strategy and outreach scope.
Health budgets typically prioritise direct costs like medicines and nurse training, but without effective outreach, expenditure on treatments remains unproductive.
Key Insight: To ensure a successful rollout, governmental budgets must include provisions for demand creation, not just the purchase of LEN and training for healthcare providers. Otherwise, clinics may be stocked with the medication, but few people will seek it.
6. Evaluating Effectiveness
Demand-creation campaigns must be evaluated effectively. Measuring mere attendance at events or impressions on social media provides little insight into campaign success.
The vital questions are: How many participants subsequently obtained HIV prevention medication? Are campaigns effectively reaching those at highest risk of HIV and most likely to benefit from LEN?
Without proper data, funding may continue for campaigns that appear impressive but fail to encourage actual use.
Key Insight: The health department should monitor the effectiveness of different outreach strategies from the outset, enabling a shift of funds towards successful methods and away from less effective ones.
What Should the Government Do Next?
