PrEP Promotion Toolkit with Research: How Point-of-Care + Place-Based Media Increased PrEP Uptake by 19%

A proven framework that transformed PrEP awareness into action across 715 venues in 12 weeks

The Challenge: When Digital Isn't Enough

PrEP, or Pre-Exposure Prophylaxis, is a highly effective medication that helps prevent HIV in people who are at increased risk. Taken either as a daily pill or a long-acting injection, PrEP works by blocking the virus from taking hold in the body, offering up to 99% protection when used correctly.

Despite years of digital campaigns, PrEP uptake remained frustratingly stagnant in key communities. Social media ads weren't converting. Display advertisements were being ignored. Meanwhile, zip codes with the highest HIV risk continued to show the lowest PrEP adoption rates.

The problem wasn't awareness—it was access and trust. People needed to encounter PrEP information in environments where health decisions actually happen, not just where they scroll through feeds.

The Solution: Meeting People Where Health Decisions Are Made

Our breakthrough came from combining two strategic approaches:

Point-of-Care (POC) Media places educational content directly in healthcare settings—clinics, pharmacies, testing sites—where people are already thinking about their health.

Place-Based Media extends this reach into everyday community spaces—LGBTQIA nightlife venues, barbershops, coffee shops, LGBTQ-friendly businesses, multicultural venues, laundromats—where trusted conversations happen naturally.

Together, these create multiple touchpoints that build credibility and offer immediate action opportunities through QR codes leading to same-day care.

Campaign Results That Speak for Themselves

Over 12 weeks across 715 venues, this integrated approach delivered:

• 23.8 million verified impressions

• 1,212 confirmed PrEP starts

• 71% maintained their prescription at 30 days

• 19% increase in PrEP starts in targeted areas vs. control zones

• 37% increase in provider-initiated PrEP conversations in participating clinics

These aren't just numbers—they represent over 1,200 people now protected from HIV transmission.

The Strategic Framework: Your Step-by-Step Implementation Guide

Step 1: Define Your Target Audience with Precision

Primary Audiences:

• Men who have sex with men (MSM)

• Black/African American and Hispanic/Latino adults (ages 18-44)

• Transgender women

• People with multiple partners

• Serodiscordant couples

Secondary Influencers:

• Pharmacists and pharmacy technicians

• Clinic staff and community health workers

• Peer educators and community advocates

Why this matters: Specific targeting allows for culturally relevant messaging and appropriate venue selection.

Step 2: Strategic Venue Selection

Point-of-Care Locations (215 venues)

• Federally Qualified Health Centers (FQHCs)

• Community health centers

• STI and HIV testing clinics

• LGBTQ+ affirming clinics

• Campus health centers

• Urgent care facilities

Pharmacy Partners (140 locations)

• Independent pharmacies

• Regional chains

• Placement options: window clings, prescription bag inserts, digital endcaps

Community Venues (360 locations)

• LGBTQIA+ nightlife venues

• Barbershops and salons

• Laundromats

• Check-cashing locations

• Convenience stores

• High-traffic restrooms

Pro tip: Privacy-focused placements like restroom mirror clings generated the highest engagement rates.

Step 3: Messaging That Converts

Core Themes That Performed Best:

1. Affordability: "$0 PrEP" (outperformed longer copy by 30%)

2. Privacy: "Discreet telehealth appointments and delivery"

3. Convenience: "Same-day starts available"

4. Cultural Relevance: Bilingual content with community-specific imagery

Critical Success Factor: Spanish-language creative outperformed English by 22% in majority-Spanish zip codes, highlighting the importance of cultural authenticity.

Step 4: Create a Frictionless Path to Care

The journey from interest to prescription should take minutes, not weeks:

1. QR Code Scan → 30-second eligibility quiz

2. Instant Results → same-day telehealth booking

3. Prescription Options → local pickup or discreet mail delivery

4. Ongoing Support → automated refill reminders and check-ins

Implementation Checklist

Pre-Launch (2-3 weeks)

• [ ] Identify priority zip codes using HIV surveillance data

• [ ] Map venue availability and secure partnerships

• [ ] Develop bilingual creative assets

• [ ] Set up unique tracking codes for each venue type

• [ ] Train staff on provider scripts and patient navigation

During Campaign (ongoing)

• [ ] Monitor QR scan rates and conversion metrics bi-weekly

• [ ] Replace underperforming creative mid-campaign

• [ ] Reallocate resources to high-performing zip codes

• [ ] Maintain vendor relationships and placement quality

Post-Campaign (evaluation phase)

• [ ] Compare exposed vs. control zip codes

• [ ] Track 30, 60, and 90-day persistence rates

• [ ] Survey providers and community partners

• [ ] Document lessons learned and best practices

Key Insights That Will Maximize Your Success

Privacy Drives Engagement: Restroom placements consistently generated the highest scan rates because they offer discretion during a private moment.

Provider Buy-In Is Critical: Clinics using exam-room prompts plus staff scripts saw the highest conversion rates from scan to appointment.

Cultural Authenticity Matters: Community-reviewed, culturally specific creative significantly outperformed generic messaging.

Simplicity Wins: Bold, clear headlines like "$0 PrEP" dramatically outperformed text-heavy designs.

Quick-Start Planning Template

Campaign Name: ________________________________

Target Launch Date: ____________________________

Primary Audience: _______________________________

Priority Zip Codes: ______________________________

Venue Mix:

• POC locations: _________________________________

• Pharmacies: ___________________________________

• Community venues: ____________________________

Key Messages: __________________________________

Creative Formats Needed: ________________________

Tracking Setup: _________________________________

Budget Allocation: _______________________________

Resources You'll Need

Creative Assets:

• Vertical videos (1080×1920)

• Window clings and posters

• Prescription bag inserts

• Mirror clings for restrooms

Technology:

• Dynamic QR code generators

• UTM-tagged landing pages

• Telehealth platform integration

• Analytics dashboard

Partnerships:

• Community-based organizations

• Local health departments

• Pharmacy associations

• Healthcare provider networks

The Bottom Line: From Awareness to Action

Traditional PrEP campaigns often stop at awareness. This framework goes further—creating direct pathways from interest to prescription, embedded in the places where people already make health decisions.

The results prove that when you meet people where they are—both physically and mentally—you can achieve meaningful behavior change at scale.

Ready to get started? Begin by identifying your highest-priority zip codes and mapping available venues. The path from planning to impact is shorter than you think.

This toolkit is based on real campaign data from a 12-week regional initiative. Results may vary by market, but the strategic framework is replicable across diverse geographic and demographic contexts.

Next Steps

1. Request our venue mapping data to identify POC and community locations in your area

2. Provide campaign timeline and budget for proven messaging and design approaches

3. Connect with our implementation team for guidance on adapting this framework to your specific market

Have questions about implementing this approach in your community? We're here to help you turn these insights into action.