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This pre-conference will create a playbook for successful planning and implementation of HIV prevention demand creation by linking public health science with marketing and communications expertise. We will investigate proven approaches to understand end users and their journeys, craft messages that motivate behavioural change, and achieve intended health outcomes. We aim to inspire excitement, build capacity, and activate creative ideas.

08:00
Coffee and Expo mingle
Kristine Torjesen, FHI 360, United States
09:00
Welcome – Rationale for the meeting
Kristine Torjesen, FHI 360, United States
09:20
What is demand creation?
Briana Ferrigno, McCann Global Health, United States
Slides
09:40
What does demand creation mean (or has it meant) for HIV prevention?
Mitchell Warren, AVAC, United States
Slides
10:00
Personal Reflection: What does demand creation for HIV prevention mean to me?
Ruth Nahurira, -, Uganda
10:10
Panel discussion: TED-talks -
• What is an insight
• How to get an insight
• How to use insights and why insights are important to successfully execute programs/ program goals

Trevor Zimmer, Dalberg Design, United States
Michelle Risinger, Pact, United States
Daniel Were, Jhpiego, Kenya
11:30
Lunch
Kristine Torjesen, FHI 360, United States
12:30
Demand Creation Challenge Winners
Michelle Rodolph, WHO, Switzerland
12:50
Provider Reflection: What does demand creation for HIV prevention mean to me?
Elizabeth Irungu, Kenya Medical Research Institute (KEMRI), Kenya
13:00
Interview with communication strategists: an inside look at how communication strategies have been used to drive demand for health behaviors in the private and public sector.
Godert van Dedem, eBay and Dance 4 Life, Netherlands
Brian Pedersen, FHI 360, United States
13:30
Panel discussion: Four short ‘cases’ to showcase various approaches to communications strategy and tactics used with condoms, oral PrEP, and voluntary medical male circumcision (VMMC) in sub-Saharan Africa.
Annita Mondo, PSI, Zimbabwe
Hardwin Sithole, PSI, Zimbabwe
Elmari Briedenhann, Wits Reproductive Health and HIV Institute, South Africa
Briana Ferrigno, McCann Global Health, United States
14:40
Tea break and expo mingle
Kristine Torjesen, FHI 360, United States
15:10
Policymaker Reflection: What does demand creation for HIV prevention mean to me?
Brian Nachipo, Ministry of Health and Child Care, Zimbabwe
15:20
Setting the Stage (Media Planning Primer)
Lucy Maikweki, PSK, Kenya
15:30
Panel discussion: TED-talks - Demonstrate how to carry out channel analysis and channel selection for HIV prevention communications, ensuring message reach the intended audiences with examples from Vietnam, South Africa, Kenya and Nigeria.
Kimberly Green, PATH, Vietnam
Connie Celum, University of Washington, United States
Georgia Arnold, MTV Staying Alive Foundation, United Kingdom
Orode Doherty, Africare, Nigeria
16:40
Talk show discussion: Reflecting on campaign lifecycles and what works, what doesn’t, highlighting iterative process used with VMMC, HIV testing, and condoms.
Thato Chidarikire, National Department of Health, South Africa
Georgia Arnold, MTV Staying Alive Foundation, United Kingdom
Maaya Sundaram, Bill & Melinda Gates Foundation, United States
17:10
Reflections and Wrap-up
Kristine Torjesen, FHI 360, United States
Mitchell Warren, AVAC, United States
17:30
Demand Creation Challenge Poster Reception
Kristine Torjesen, FHI 360, United States