February 2024 — This toolkit provides practical tools to design, implement and refine effective condom promotion campaigns on social media platforms. It includes a guide that draws from existing resources and real-world experience in four African countries to provide actionable recommendations for developing targeted, evidence-based social media campaigns that promote condom use. The toolkit supports the streamlined process of prioritizing, planning, creating, implementing, monitoring and adjusting social media campaigns to increase condom use.
- The guide offers a practical, step-by-step process to design, implement and refine effective condom promotion campaigns on social media platforms. It is based on real-world experience from partners in Malawi, Mozambique, Uganda and Zambia.
- The existing priorities and campaigns worksheet helps document current national condom promotion efforts to align campaign priorities.
- The social media campaign brief worksheet guides strategic planning decisions like objectives, audiences, messages, channels and monitoring.
- The social media mapping worksheet analyzes potential platforms and influencers to guide channel selection.
- The placement calendar worksheet plans the scheduling and budgeting of social media content.
- The content repository tracker worksheet organizes campaign creative assets across platforms for easy access and reuse.
This toolkit was developed by FHI 360 under the Global Fund’s Condom Strategic Initiative (Condom SI) with funding provided by the Global Fund, in partnership with the Joint United Nations Programme on HIV and AIDS (UNAIDS) and United Nations Population Fund (UNFPA). The objective of the Condom SI is to increase use of condoms through strengthened national program stewardship, improved last-mile distribution, and innovative demand generation.