Positioning Microbicides for HIV Prevention in Kenya

Abstract

This case study describes the experience of developing communication messages and materials to position microbicide gel-a product still in clinical trials-for HIV prevention in Kenya. A robust development process included stakeholder and audience consultations, a national message development workshop, two rounds of pretesting, and an evaluation study to evaluate the impact of the materials on intentions and attitudes related to microbicide use. Awareness-raising and in-depth educational materials for both potential microbicide users and health care providers were developed. The project team tested two different ways of positioning microbicides-one focused primarily on the HIV prevention benefits of the product and the other focused on other benefits, such as increased sexual pleasure and intimacy. This experience presented a number of unique social marketing and communication challenges related to the inherent characteristics of microbicides, the fact that they are not yet licensed for use, and the potential for inadvertently stigmatizing the product and encouraging condom migration. The project confirmed that marketing microbicides to women in a wide variety of sexual contexts-and gaining support of male partners-will be critical for avoiding stigmatization of the product. It also confirmed that the positioning of the product can impact interest in using microbicides and that in-depth counseling of users will be critical for ensuring correct use.

Ensuring Health Care Providers Have Comprehensive Communication Tools for Future Microbicide Introduction in Kenya: A Formative Research Study

“…For this formative study, all materials underwent two rounds of pretesting (Ryan et al, 2015) and formal research evaluation (Tolley et al, 2014). The Kenya Medical Research Institute (KEMRI) granted ethical nonresearch approval for the stakeholder engagement and material development activities, while ethical research approval was granted by both KEMRI and FHI 360's Protection of Human Subjects Committee for material assessment activities.…”

“…As part of the Communicating about Microbicides with Women in Mind project, we developed and assessed a suite of microbicide communication materials tailored to various Kenyan audiences, including health care providers (Ryan et al, 2015;Sidibe et al, 2014;Tolley et al, 2014). For potential product end-users, we assessed whether interest in microbicide use was influenced by how the product was framed-strictly as an HIV prevention product or as a product that could increase intimacy or sexual pleasure while reducing risk.…”

“…Details of the material development process have been described elsewhere (Ryan et al, 2015). In summary, we developed three sets of materials for one-on-one use between health care providers and their clients.…”

“…For potential product end-users, we assessed whether interest in microbicide use was influenced by how the product was framed-strictly as an HIV prevention product or as a product that could increase intimacy or sexual pleasure while reducing risk. Framing has been described elsewhere in detail (Ryan et al, 2015;Tolley et al, 2014). For health care providers, however, the materials offered in-depth information about both HIV and non-HIV related benefits of microbicides.…”