Siyavala Project EMOTION (Enhancing Microbicide Uptake in High Risk End Users)

EMOTION was the first project to utilize human centered design (HCD) to develop branding, messaging and packaging for microbicide products in order to enhance awareness, desire, and demand for microbicides and lead to greater uptake and proper adherence by high-risk end users. The HCD methodology was used as the basis for this project, as it complements and expands upon existing sociobehavioral and acceptability research in the HIV prevention field. The goal of Project EMOTION is to increase uptake and correct and consistent use of antiretroviral (ARV)-based HIV prevention products by women at high risk of HIV infection using an end-user centered strategy.
Selected products, brands, packaging and communication materials were manufactured for brand positioning, refinement, and message clarification in accordance with Social and Behavioral Change theory principals for Project Siyavala (October-November 2016 in Western Cape, Johannesburg, and KZN in collaboration with Abt Associates and Matchboxology). The team interviewed young women, men, health care providers and community leaders in both urban and rural regions in South Africa. Different advertisements/posters were presented, and participant reactions were analyzed to understand appeal, clarity, cultural appropriateness and other related factors. Further analysis disentangled the visual and messaging stimuli that resonated by group, region, and age range. These included facilitated group discussion, small group work ranking the messages from best to worst, and categorization of appealing messages by the key target audience segments of consumers and Health Care Providers (HCPs).