Demand-generation strategies and communication for raising awareness

Demand generation strategies for self-testing involve community mobilization, social media campaigns, digital marketing, and coordination mechanisms with stakeholders to integrate self-testing. These activities can complement broader efforts to increase HIV, HCV and syphilis testing, and specifically to reach those who are unable or reluctant to access services and remain undiagnosed. Demand creation includes activities that directly improve an individual’s knowledge, attitudes and motivation, and eventually lead them to seek testing.   

Effective communication strategies and the dissemination of up-to-date informational materials tailored to diverse audiences (including key populations, the general public, and virtual audiences) are key activities to raise awareness of the importance of self-testing, the risks of infrequent or never testing, and how to access self-testing and follow-on services, including prevention, care, and treatment options, for HIV, hepatitis, and STIs.  

These materials should utilize local languages, culturally sensitive messaging, and a variety of channels – including social media, influencers, and digital marketing – to reach their target audience effectively.

Resources