Awareness and promotion

Organizations need to raise awareness about HIV self-testing and promote self-testing among the communities that they serve. As you develop your awareness and promotion efforts, consider how to reach the populations that are most affected by HIV and recognize that without first increasing awareness of the HIV self-test kits, uptake of the self-test kits will be limited. Different communities will have different information needs and concerns (e.g., confidentiality, accuracy) and may require different promotional approaches to effectively engage. There is no one-size-fits-all approach to promoting HIV self-testing and building awareness; rather, your organization's efforts should consider the unique needs of each community that you serve. 

“Use expired kits to do a demo” – Dialogue participant

Below are some practice-based recommendations for you to consider when determining how to promote and increase awareness of HIV self-test kits within the communities that you serve. 

Practice-based recommendations:

1. Consider developing social media and other marketing campaigns to educate the communities most affected by HIV about the availability and benefits of HIV self-testing.

2. Consider implementing targeted online advertising on various platforms (e.g., social media, dating apps). 

3. Consider distributing self-testing promotional materials through existing channels (e.g., cards in condom packs, posters in waiting rooms). 

4. Address concerns regarding the accuracy and confidentiality of HIV self-testing through messaging that is tailored to specific communities and needs. 

5. Ensure that communities are represented in promotional materials. 

6. To capture audience attention, use engaging and interactive content formats, such as videos and infographics. 

7. Consider what types of promotions to run on the basis of your distribution methods. For example, when distributing at events, promote self-test kits through social media before the event and ask organizers to help spread the word that self-tests will be available. 

8. Consider promoting the self-test kit through live demonstrations that make the test more familiar and less intimidating and that showcase its simplicity.

9. Promote self-test kits to people seeking other services at your organization.