Title

HIVST demand creation via social media can reach unreached populations and increase awareness and uptake in Kenya, Nigeria and Uganda

Presenter

Mariam Luyiga

Authors

S. Malaba¹, K. Hatzold², J. Oriokot³, M. Luyiga³, P. Buyungo³, D. Kyamagwa³, F. Kabasuga³, P. Mwesigwa³, B. Lukwago³, D. Namatovu³, W. Adamba⁴, I. Nzuki⁴, H. Ayalo⁴, J. Njoroge⁴, C. Pahe⁴, D. Aizobu⁵, G. Omoregie⁵, B. Adesina⁵, O. Okpabio⁵, D. Ukaga⁵, O. Jesse⁵, J. Mwangi¹, J. Magare⁶, A. Ikpeazu⁷, G. Taasi⁸

Institutions

¹Population Services International, HIV/TB, Nairobi, Kenya, ²Population Services International, HIV/TB, Cape Town, South Africa, ³Population Services International, Kampala, Uganda, ⁴PS Kenya, Nairobi, Kenya, ⁵Society for Family Health, Abuja, Nigeria, ⁶Ministry of Health, NASCOP, Nairobi, Kenya, ⁷Nigeria Federal Ministry of Health, Abuja, Nigeria, ⁸Ministry of Health, Kampala, Uganda

BACKGROUND: HIV self-testing (HIVST) has been proven to be effective in increasing demand for HIV testing among populations that are at risk of HIV acquisition. We piloted various social media platforms to disseminate messages on HIVST especially among younger audiences of 15-24 years in Kenya, Nigeria and Uganda. Messages included where to purchase the kits, how to conduct a self-test, where and how to report test results, importance of linkage and where to seek for digital support in case of questions.
DESCRIPTION: Using human centered design, demand creation messages were developed, and appropriate social media platforms identified based on preference of our target populations. Messages on HIVST were placed on social media platforms including Facebook, Instagram, Twitter, YouTube and Google advertisements. The Pulsar Social Listening and Monitoring Tool was used to refine social media campaigns weekly, based on online conversations and demographics of the target segments. Social media analytics were used to collate data.
LESSONS LEARNED: Between April – December 2022, 7,085,985 individuals were reached through Facebook and 6,154,712 through Instagram. There were 878,037 twitter profile views while Google adverts reached 17,753 individuals. Facebook and Instagram were most popular in for Kenya, Instagram in Nigeria and Facebook in Uganda. Live social media sessions with influencers and HIVST experts yielded the highest views and engagements. Digital content such as stories, videos, animations and slide had high audience reach. Sponsored social media with click through links result in better audience targeting as they reach audiences in our target geographies and ages compared to organic posts that reach the general public.
CONCLUSIONS: Social media can be effectively used to reach individuals with messages on HIVST. Individuals can be made to act by clicking through links to detailed information, access videos on use of HIVST kits, engage in live sessions with experts and influencers to have their questions answered, as some of the innovative ways ot utilizing social media to create awareness and spur desired behaviour. Using social media allows for access to information in modalities that are desirable for users and can reach wider audiences compared to traditional demand creation such as distribution of information materials.

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