BACKGROUND: HIV self-testing (HIVST) provides a more convenient and accessible means for individuals to test for HIV compared to conventional HIV testing services. However, uptake of HIVST kits among individuals in Nigeria remains low. To address this challenge, the Strengthening HIV Self Testing in the Private Sector (SHIPS) project is using influencer marketing to increase the awareness and uptake of HIVST kits through e-commerce platforms.
DESCRIPTION: The SHIPS project is being implemented by Society for Family Health in Nigeria to increase HIV self-testing awareness and uptake among 18 – 34 year old individuals in Abuja and Lagos. Influencer marketing involves collaborating with an individual who has influence over a large group of people to market products or services. The project utilized influencer marketing and partnered with myPaddi, a Sexual & Reproductive Health focused e-commerce platform. 4 influencers were used to promote the HIVST kits on social media while advertising the e-commerce platform as a private, convenient, and confidential channel for individuals to purchase the kits.
LESSONS LEARNED: The project demonstrated that that influencer marketing and e-commerce platforms are effective tools for increasing the uptake of HIV self-testing kits as it reached 379,065 individuals through influencer marketing and recorded 1,739 HIVST kit sales through the e-commerce platform between May and October 2022. This activity highlighted the benefit of providing an easily accessible purchase channel for HIVST kits. The project also found that partnering with influencers can be effective in driving health behavior change. The analysis revealed that influencer content was able to reach a wide audience, increase knowledge about HIV self-testing and promote positive attitudes towards it.

CONCLUSIONS: Influencer marketing and e-commerce platforms helped increase the uptake of HIV testing kits among sexually active individuals in Nigeria. Influencer marketing also helped to bridge the information gap caused by a lack of HIVST awareness and promoted positive health behavior.

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