Leveraging the characteristics of devices to generate demand for VMMC Merywen WigleyFHI 360

AIDS 2012Session TUSA05

Supply and demand: two sides of the same coin

• 20 million MCs needed – Must improve supply side (make VMMC more efficient)– AND must increase demand (efficiency is irrelevant

without high demand)

• Often hear about devices’ benefits for supply side– Faster & simpler procedure, easier to train providers,

easier to do in community/mobile settings

• Devices also drive demand side, by addressing some of the barriers to standard MC– Fear of pain, inability to take time off work for procedure and

healing, fear of poor cosmetic outcome

Leverage devices to increase demand

• We must leverage the characteristics of devices to increase demand– Quicker procedure time– Less pain (or perception of)– Less time off work – Better cosmetic result– No-needle (in some cases) – Expanded service delivery locations

• AND appeal to consumer-centered demand drivers– Relationship with partner– Hygiene– Social acceptance

A campaign package ready to go in Kenya

• The What:– An evidence-based demand generation strategy to

promote the MC with devices in Kenya & Sub-Saharan Africa

– Driven by target audience research conducted in Nyanza province

– Consumer-tested bilingual sample materials ready for local adaptation/sponsorship and dissemination

The How

• Environmental Scan and Lit Review• Gap Analysis• Audience Segmentation Strategy• Creative Brief • Demand Generation Strategy• Concept Development & Testing• Materials Development & Pre-testing• (Sample) Materials Production

What we heard from the target audience(s)

• Long running VMMC campaign in Kenya already– High awareness and knowledge of benefits of VMMC– Leverage this to position device MC as ‘new improved VMMC’

• Men respond to messages promoting MC for reasons beyond HIV prevention– Particular interest in MC as it relates to the relationship with

one’s partner– Appeal to this with “ReSHAPE Your Relationship”

• Key promise: If I undergo VMMC using the new device, I will…– experience less pain and bleeding– feel good about protecting and satisfying my partner– feel proud about making my own progressive decision

In sum:• Devices can help

increase demand• We can build on

existing campaigns• Campaigns must be

audience –driven

Thank You.The Beginning.