Positioning microbicides for HIV prevention in Kenya: A case study

This case study describes the experience of developing communication messages and materials to position microbicide gel — a product still in clinical trials — for HIV prevention in Kenya. The project confirmed that marketing microbicides to women in a wide variety of sexual contexts —and gaining the support of male partners — will be critical for avoiding stigmatization of the product. It also confirmed that the positioning of the product can impact interest in using microbicides and that in-depth counseling will be critical for ensuring correct use.