HIV Prevention Marketing:PrEP Promotions
In this article
Pre-Exposure Prophylaxis (PrEP) is one of the most effective tools in the fight against HIV, reducing the risk of sexual transmission by up to 99% when taken as prescribed. It represents a breakthrough in preventive care and a key strategy in ending the HIV epidemic in the U.S. But awareness and uptake still lag behind the need.
This blog explains what PrEP is, why it matters, and *how place-based out-of-home (OOH) media, especially point-of-care education, can help public health professionals increase awareness, engagement, and access where it matters most.
What Is PrEP?
Pre-Exposure Prophylaxis (PrEP) is a safe, highly effective HIV prevention strategy for people who are HIV-negative but at risk of exposure to the virus. Taken as a daily pill, or as an injectable every two months, PrEP can reduce the risk of getting HIV from sex by up to 99% when taken consistently as prescribed.
PrEP doesn’t prevent other sexually transmitted infections (STIs) or pregnancy, so it’s often used with tools like condoms for broader protection.
How PrEP Works
The medicines used in PrEP block HIV from establishing an infection if exposure occurs. Oral PrEP reaches full protection after:
- ~7 days of consistent use for receptive anal sex
- ~21 days of consistent use for receptive vaginal sex and injection drug use
Long-acting injectable options, such as cabotegravir or the newly approved twice-yearly shot lenacapavir (Yeztugo), are reshaping the prevention landscape by making adherence easier for many individuals.
Who Should Consider PrEP?
PrEP is recommended for people who are:
- HIV-negative but have partners with HIV
- Engaging in condomless sex with multiple partners
- Sharing injection drug equipment
- Diagnosed with a recent STI
- Living in areas with high HIV transmission rates
It’s also an important consideration for health systems serving Black, Latino, transgender, and other communities disproportionately affected by HIV.
Cost, Access & the Ready, Set, PrEP Program
Cost barriers still prevent many people from accessing PrEP. The federal Ready, Set, PrEP program helps fill that gap by providing PrEP medications at no cost to individuals who:
- Test HIV-negative
- Have a valid prescription
- Lack prescription drug coverage
This initiative is a major step toward equitable HIV prevention access nationwide.
PrEP Education at the Point-of-Care
PrEP education at the point of care is a highly effective marketing and outreach tool for public health professionals because it delivers prevention messaging in trusted healthcare environments where patients are already focused on their well-being. Clinics, community health centers, and pharmacies provide a unique opportunity to reach priority populations with credible, non-disruptive educational content that supports public health goals. Point-of-care PrEP marketing helps normalize HIV prevention, reduces stigma, and encourages patient-provider conversations by reinforcing information patients may not otherwise seek out. When strategically placed in waiting rooms, exam rooms, or pharmacy areas, PrEP messaging increases awareness of testing and free or low-cost access programs like Ready, Set, PrEP, driving measurable outcomes such as higher engagement, inquiries, and PrEP initiation. By meeting patients where care happens, point-of-care marketing turns education into action and supports scalable, community-based HIV prevention efforts.
Why Marketing Matters for PrEP Uptake
Despite strong clinical evidence, many people who could benefit from PrEP:
- Don’t know it exists
- Don’t realize they’re eligible
- Don’t ask their provider about it
Traditional advertising alone can’t overcome these barriers. Integrated place-based outreach that meets people in their communities and healthcare experiences plays a critical role in closing gaps in awareness and access.
Takeaway
PrEP is one of the most effective tools we have for preventing HIV, when used correctly every day or via the newer long-acting injectable options. Coupled with supportive healthcare and access programs like Ready, Set, PrEP, it offers a pathway toward ending HIV transmission.
Get a free media plan
Tell us your audience, topic, and geography and we'll map them to the places they already visit.
Get a free media planRelated articles.
Maternal Health Campaigns: Reaching Expecting and New Parents Where They Are
Effective maternal health campaigns reach expecting and new parents where they live, shop, and receive care. Discover how place-based advertising in OB-GYN offices, pharmacies, gro
How to Buy Place-Based OOH and DOOH: An RFP and Procurement Guide for Agencies and Government Buyers
Learn how to buy place-based out-of-home (OOH) and digital out-of-home (DOOH) advertising with confidence. This procurement guide helps government agencies, public health departmen
Advertising to Asian American Communities: In-Language, Culturally Adapted Place-Based Media
Looking for effective ways to reach Asian American consumers? Discover how Asian American advertising through place-based out-of-home (OOH) media helps brands, government agencies,
Plan your next campaign.
Reach your audience in the clinics, schools, pharmacies, gas stations, and community places they already visit.