HIV Prevention Marketing: PrEP Promotions

Mar 6

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 (marketed as Apretude) 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.

Cody Cagnina

Cody Cagnina is an experienced expert in public health marketing with over 15 years of professional experience. His specialty is creating impactful Out-of-Home (OOH) advertising and Digital-Out-of-Home (DOOH) advertising campaigns that resonate with community audiences. He works with the top public health organizations such as the Centers for Disease Control and Prevention (CDC), the Department of Health and Human Services (HHS), the Food and Drug Administration (FDA), and numerous others. Cody's strategic vision and creative execution have significantly contributed to raising public awareness of crucial health issues, effectively leveraging the power of marketing to foster healthier communities. His commitment to excellence and profound industry knowledge make him a pioneer in public health advocacy and education through marketing.

http://placebased.media