In a bold initiative to combat the HIV/AIDS epidemic, we embarked on a one-year journey in partnership with the Institute of Human Virology Nigeria (IHVN) to leverage the power of social media in raising awareness about Pre-Exposure Prophylaxis (PrEP). This groundbreaking medical strategy involves the use of antiretroviral drugs by HIV-negative individuals to prevent the transmission of the virus, transforming the landscape of HIV prevention and public health strategies.
Launched in October 2023 and set to continue until September 2024, our social media campaign targets key populations at high risk of HIV exposure, including sex workers, men who have sex with men, adolescents and individuals in serodiscordant relationships. By leveraging the reach and engagement of digital platforms, we aim to empower these communities with accurate information and resources to protect their health and well-being.
One of our primary strategies involves the development of visually captivating digital graphic cards that convey the message of PrEP in a fun and engaging manner. These graphics not only capture attention but also help break down complex medical information into easily digestible formats, making PrEP more approachable and understandable for diverse audiences. To amplify our reach, we have utilized these graphic cards to run targeted Facebook paid advertising campaigns on IHVN’s official Facebook page.
Recognizing the influential power of social media personalities, we have enlisted the support of health influencers, both macro and micro. These influential voices have created engaging reels, skits, and contents that resonate with their followers, effectively raising awareness about PrEP and dispelling myths and misconceptions surrounding this life-saving intervention.
Moreover, we have leveraged the strength of community outreach by collaborating with the president of the female sex workers’ association. By sharing our PrEP awareness content through her platform, we have been able to directly access and empower this vulnerable population, ensuring that our message reaches those who need it most.
To further amplify our campaign, we recently conducted a highly successful Twitter chat , addressing myths and misconceptions about PrEP for HIV control. By strategically engaging with Twitter influencers, we drew significant traffic to the chat, causing the hashtag ‘#PrEPTalk’ to trend at number three nationwide. These influencers not only drove engagement but also became passionate advocates for PrEP by sharing the digital graphic cards on their personal pages, amplifying our message to their vast followers.
Our social media campaign represents a powerful fusion of technology, creativity, and community engagement, all aimed at promoting PrEP awareness and ultimately reducing the burden of HIV in Nigeria. By leveraging the reach and influence of digital platforms, we are empowering individuals with the knowledge and resources they need to take control of their sexual health and build a future free from the threat of HIV/AIDS. You can follow our journey and engage with our content on the IHVN’s social media pages – Facebook, Twitter and Instagram @IHVNigeria.
The social media influencers we worked with:
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