Interview - Venessa Chen - a research program coordinator at the Program for Implementation Equity Research within the Johns Hopkins Center for Public Health and Human Rights - shared her research findings on The impact of the Le Kip Kip Social Influence Campaign on PrEP knowledge, attitudes, and perceptions among women in South Africa - at the...
A promotional photo for Le Kip Kip on Facebook reads 'With Le Kip Kip you know you are protected from HIV. Just one pill once a day every day'.
The overall goal of the Le Kip Kip campaign was to de-medicalize PrEP and reduce stigma to increase awareness and perceptions of PrEP. The reason why we focused on AGYW and FSW was because the prevalence amongst these groups are much higher than their counterparts …By focusing on AGYW and FSW, we were targeting groups that are not only at higher risk for HIV but also face unique challenges when it comes to accessing and sticking with PrEP.
TB HIV Care and Johns Hopkins university has a long-standing and invaluable partnership. TB HIV Care is the largest provider of PrEP to AGYW and FSW, and they have strong community partnerships and connections with both AGYW and FSW local communities which was critical in enabling outreach for the Le Kip Kip campaign.
I think the campaign’s name and tagline and branding had a lot to do with this positive outcome. The phrase Le Kip Kip was always paired with the tagline, “the pill that prevents HIV”. That clarity simplified the message and really highlighted PrEP’s purpose. For AGYW specifically, the campaign’s youth-friendly design helped break down some of the barriers around discussing PrEP. I also think that since it was on social media, it also made it more accessible to young women.
This is one of my favourite questions. While the campaign strategically framed PrEP as a tool for empowerment and health protection, some level of negative PrEP-user stereotypes persisted. This has been seen in previous social media campaigns as well about advertisements being stigmatizing when specific key populations are featured. They’re great for spreading the message, but if certain groups feel like they’re being specifically targeted, it can influence how it is perceived.
I think including narratives from partners, families, and friends can help future campaigns frame HIV prevention as a collective effort, reducing the focus on AGYW and FSW and encouraging networks of AGYW and FSW to support prevention. I also think diversifying channels of dissemination ex. Storytelling or other community dialogues can support finding the right balance between raising awareness and fostering empathy and connection in a culturally relevant way.
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