Section Summary
Build
a network of Ambassadors
Create
an advertising campaign
Consider
launching a full-price product in the private market first.
Funding tight? Do this:
Build a network of volunteer Ambassadors
Women truly believe in a product when they hear about it from people just like them who are using it and who it is working for. Again and again, we saw women in South Africa who believed in the product so strongly that they were willing to go out and spread the word for us, even without additional compensation. We need to empower them to be able to do this efficiently, effectively, and with accurate information and adequate resources.
We also heard that there is greater desire for a product when it feels local—made by locals and supported by locals. As such, we recommend recruiting influencers (or peer champions) in local communities to help spread the word by hosting local events and parties. This doesn’t necessarily mean the coolest or the hippest girls, but those women that people turn to when they seek advice, and who are true believers in PrEP and are willing to spread the word. Women who are seen as empowered, successful and intelligent that other women look up to. Ideally, these women should not be affiliated with public clinics to avoid being associated with the “you’re sick” stigma (that if you’re visiting a clinic, you must be sick).
To signal that Ambassadors are members of tribe, produce swag like custom t-shirts. Use the style guide with the logo, colors and pattern and get as creative as you want—it’s easy to buy promotional swag online, like custom pens, cell phone popsockets, and even V-brand nail decals. We’ve included lists of online suppliers for these items in the Implementation Recommendations section.
SUPPORTIVE FINDINGS FROM FORMATIVE RESEARCH
1. Word of mouth can make or break you: Women truly believe in a product when they hear about it from people just like them who are using it and who it is working for.
2. If it’s medical, you’re sick.
The Role of an Ambassador
DOWNLOAD IMPLEMENTATION ASSETS
Even if you launch through public sector distribution channels, use advertising to create demand and desire to get involved and to create the feeling of a private-sector product or a big brand. This can be as ambitious as a full-scale advertising campaign across print and radio, or as simple as having Ambassadors post on social media with #thatpill.
In order for a woman to believe that a particular PrEP product will be medically effective, she must first be aware of and believe in PrEP as a category. Because we believe that the effectiveness of a messaging campaign for a particular PrEP product (such as V) will be negatively impacted by having to focus on its medical efficacy and the heavy educational lift required to ensure this level of understanding, we recommend separating campaigns for the product(s) from campaigns for the larger category of PrEP / HIV prevention products.
The campaign for the category should precede any campaign for the specific V product, and focus on establishing a rational belief that PrEP is medically effective. This will likely be most effective through more traditional public health messaging strategies from trusted institutions, and, luckily, many countries are already doing this through national programs. With belief in PrEP’s medical efficacy established, the campaign for the V is free to appeal to women's emotions and aspirations, which are more effective at generating desire and demand for a product. Just make sure that all advertising should either direct people to their local clinic or to a website for V to get more information so women can quickly backup the emotional draw with compelling facts.
If there is no funding for both, it is recommended that the more educational-based messaging is kept within clinic environments, while the more desire-inducing messaging stays outside of the clinic. Let’s keep it fresh and sassy, ladies.
SUPPORTIVE FINDINGS FROM FORMATIVE RESEARCH
1. A product that’s seen (and paid for) in the private sector first builds both desire and trust.
2. People are cautious of being conned.
3. Using words like “HIV” and “ARV” causes disinterest.
4. If it’s medical, you’re sick.
DOWNLOAD IMPLEMENTATION ASSETS
We heard in our research that women are skeptical of free prevention measures they are introduced to in the context of a public clinic, and assume private sector products are both higher value and higher efficacy. Launching V first in the private sector negates both this mental bias and the fear of being seen as sick if you visit the public clinic.
While this may not be directly targeting the highest-risk population, it does so indirectly by creating desire among more people. By visibly launching a fully-priced product in the private sector, you can create a mental anchor point in the minds of women that will persist even if the product is subsidized in a public clinic later on. Establishing this higher perceived value makes women who are receiving the product for free in the public sector suddenly feel as they are “winning” and have greater desire for the product. Ideally the launch should also occur in influential urban areas (such as Johannesburg). Having something released in the “big city” and be popular with aspirational groups, like successful, intelligent and empowered young urban women, greatly enhances belief and desire across the larger population of women, including low-income and rural women.
If you can’t actually sell V commercially because of regulations or resource constraints, you can still use this mindset to achieve similar mental anchoring effects. For example, you could ask permission to put posters up in unexpected private sector locations, like private pharmacies, or even clothing or popular retail stores. If the problem is regulations around selling (or reselling) medication, you could sell other products that have the V branding, such as the bag from the starter kit, in local stores. This would both offset the cost of the implementation and keep the bags from getting an overly medical association.
You could even approach private sector partners (for example, in South Africa, Clicks, a large pharmacy chain, or Discovery Vitality, a medical insurance company focused on and incentivizing preventative care) about offering points from their existing loyalty programs for attending a V testing day. Or talk to private sector lifestyle and beauty brands about creating co-branded products (like a V lipstick!), where proceeds from the sale contribute to funding VPro. When the brand looks this good, people are excited to get involved!
SUPPORTIVE FINDINGS FROM FORMATIVE RESEARCH
1. A product that’s seen (and paid for) in the private sector first builds both desire and trust
2. People are willing to go out of their way to visit private clinics and pharmacies where they can receive better service, even if they can’t afford it.
DOWNLOAD IMPLEMENTATION ASSETS
Below you will find the key activities required to implement V. Under the V lite section, we’ve described hacks or adaptations for the more budget-conscious.
IF FUNDING IS TIGHT AND YOU'RE ONLY GOING TO DO ONE THING:
- Intervention to prioritize for V Lite!
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