Planning and Implementing PrEP Social Marketing Campaigns

Social marketing, which may include social media, as well as messaging through any marketing medium (broadcast TV/radio, billboards, transit, posters, palm cards, flyers, digital banners and even peer education), is an important tool for consumer education. This session considers designing a social marketing campaign at any budget level, reviews existing campaigns that can be adapted to promote local services, and engages the audience in a hands-on activity to design mock campaign strategies to develop practical skills.

Learning Objectives:

  • What considerations should go into social marketing campaign development?
  • What can be learned and borrowed from existing PrEP social marketing campaigns?
  • Which media formats are best suited to my target audience and budget?
  • Can we place our own media buys, or do we need to hire a media agency?
  • How can I market my organization’s services with small, medium and large budgets?


  • Jim Pickett, AIDS Foundation of Chicago
  • Robbyn Kistler, Kaiser Family Foundation/Greater Than AIDS
  • Rae Oglesby, Black Women’s Health Imperative