PSI STAR Self-Test Campaign
We travelled to Malawi and Zimbabwe to conduct in-market research around the topic testing for HIV and Aids. What we were seeking was to gauge our target audience’s understanding of the importance of knowing their HIV/Aids status. We conducted interviews with women at clinics, men at bars, young people in the streets, doctors, and prostitutes at hair salons. Out of these interviews we created archetypes which we later used to profile and narrow down the communication to target specific audiences.