PrEP Informational campaign

Project description

The media campaign provided up-to-date information on the health aspects of MSM, promoted HIV and STI testing, safer sexual practices, and PrEP. The campaign was conducted based on web resources and www.prep.com.ua.

Accounts in social media:

@prep_ukraine

The campaign includes tools such as:

• communication with online platforms on the placement of advertising messages about services for MSM with redirection of clients to the site of the Get Test and PrEP campaign;
• coordination and development of information materials/articles/messages on web resources;
• preparation of short information messages and videos for social networks and YouTube;
• popularization of services of prevention programs by carrying out informational and educational actions;
• monitoring the effectiveness of the campaign.

Get Test and PrEP are platforms for involving MSM in testing, filled with up-to-date information on:

– sexual and reproductive health of MSM;

– current information on PrEP;

– aspects and features of HIV self-testing;

– maps for testing services;

– entertaining and educational content about LGBT people;

The main purpose of the platforms is to accumulate the audience of MSM (including its hard-to-reach subgroup – bisexuals and MSM who use drugs) on the web resource to further involve it in HIV and STI testing, as well as the opportunity to take an online screening test of TB. The web-page will allow you to register for HIV and STI testing in the regions where prevention programs are implemented.

Working communication was established with regional HIV service organizations working with MSM. The purpose of this communication (e-mail, telephone conversations) was to collect operational information for further posting on the campaign web-pages on the location of MSM testing points, their schedule, list of services provided, contact person for forwarding applications for services and PrEP.

Among the MSM / LGBT target resources where advertisements were placed are:

– mobile applications for MSM audience (Hornet);

– dating sites for MSM (BlueSystem, gayUA.com);

– social networks (Facebook, Instagram. Youtube);

– search services (SEO-optimization, targeted advertising by keywords);

– Google contextual advertising

General results of PrEP informational campaign

During 2022, the PrEP.com.ua informational campaign focused on the publication of materials and news on the site, the Instagram social network, and mass advertising in the Hornet dating application. The creation and distribution of news in social networks took place with a bias towards the evidence base and confirmation that PrEP works, the experience of other countries was also cited.

• During the reporting period (2022), the site’s audience was 48,560 sessions, where users viewed 65,509 pages with an average session duration of 01:36, of which 37,374 were unique views; On average, site visitors viewed 1.35 pages per session.
• In 2022, 1922 MSM used the recording service for testing with PrEP consultation