PROFILING ARCHETYPAL USERS. It is often helpful to create detailed profiles of fictional people representing “typical” members of your priority population. Doing this can make a priority population more relatable, which makes it easier to develop effective demand creation communications tailored to their specific needs and preferences. Some examples of user archetypes are: 51 Xxxxxx has multiple sexual partners and she uses sex to generate income. She does not feel comfortable to discuss her private issues with friends or colleagues. Anonymity is important to her willingness to access HIV testing services. HIVST value proposition: HIVST allows her to know her status without sharing her sexual behavior with anyone (e.g. Counsellor) Messages: • You can take the test at your own time • No need to queue at the clinic to know your HIV Status • Total confidentiality of test result • HIVSS put you in control of your HIV Status and whom to share your status with • After knowing your HIV status, it is important to practice safe sex. XXXXXX - XXXXX MAN, 20 YEARS OLD LUFUNO - YOUNG WOMAN, 25 YEARS OLD Xxxxxx draws her joys and happiness from her children. Her major aspirations are centered on her children’s education, health and their wellbeing. Xxxxxx does not solely depend on her husband for financial support and hence ventures in entrepreneurial activities to make ends meet for her family. Xxxxxx knows that her husband has affairs but she is afraid to confront him. She wants her husband to test but she is afraid of asking him because that could be interpreted as an accusation of infidelity. She also wonders about her own HIV status and would get tested; however, she is concerned about the level of confidentiality maintained by nurses and their judgmental attitudes. HIVST Value Proposition: HIVST can at least offer Zanele a way to check her own status. Messages: • Your partner’s HIV test results may not reflect your status • Some couples live with different HIV status • You can take an HIVST test without provider’s presence • Know your results and have a peace of mind • Knowing your HIV status will put you in control of your health and plan for the wellbeing of your family. Xxxxxx is a vibrant young man with an active sex life. Xxxxxx does not want to be counseled however he wants to know his HIV status. He is not willing to share his risky behavior with a counselor. He is open to share his sexual history with friends. HIVST value proposition: Xxxxxx does have to go through counseling for him...
