PrEP My Way
We are excited to share the impactful resources developed for the South West PrEP My Way campaign with you. These resources are designed to empower individuals to take charge of their sexual health, promoting a sex-positive and inclusive approach to HIV prevention. Please note that the QR code on the posters/flyers links directly to NHS information about PrEP.
We hope you find these valuable resources useful. Resources include flyers, posters (in JPEG and PDF format) and social media posts – these have been uploaded on k-hub. These resources are free to use as you see fit, e.g. across your social media channels and/or print off physical copies, shared with your specialist providers to use, amended to include local logos (Council, Trusts).
Please see information below about the PrEP My Way campaign.
What is PrEP My Way?
PrEP My Way was a health promotion campaign developed by Social Change to:
- Dispel myths about HIV and PrEP
- Deliver clear and accurate information about HIV and PrEP
- Increase awareness of PrEP among target groups
- Foster a sex-positive dialogue about sex and HIV
- Empower individuals to discuss HIV and PrEP with friends and healthcare professionals
- Educate the target audience around HIV and PrEP
The campaign ran for nine months starting in June 2023, achieving significant growth on Facebook, X (formerly Twitter), and Instagram. It utilised printed materials (posters, leaflets), bus advertising, and both organic and paid social media advertising to engage a diverse audience and improve website content and user engagement. The evaluation report is provided with the resources for your reference.
Why was the PrEP My Why campaign commissioned?
Local authorities in the South West commissioned Social Change to design, implement, and evaluate the campaign to enhance awareness and access to PrEP. Despite good uptake among men who have sex with men, there was a need to improve knowledge and uptake among other high-risk groups, including women and minority ethnic communities.
Target Audience:
- People with a Black African or Caribbean family background
- People from a lower socioeconomic backgrounds
- People who identify as transgender
- Cisgender women
- Young people (16 – 24)
Evaluation highlights:
- The campaign reached 1,747,518 people and generated 3,394,255 impressions, with bus adverts and paid social media being particularly effective.
- Paid social media ads reached over 500,000 people, while organic social media had a reach of just under 10,000.
- The campaign’s website attracted 1,887 users, resulting in 1,694 engaged sessions and 3,802 total page views.
- The overall campaign cost £30 per 1,000 people reached, while paid advertising alone cost £7 per 1,000 people reached.
- Those who completed an evaluation survey showed a preference to hear about the campaign through social media and health professionals in particular (72% and 59% respectively).
- Paid polls provided valuable insights into audience awareness, perceptions, and knowledge gaps related to PrEP.