HIV Prevention Lessons Learned:
AIDSMark was a global initiative funded by the U.S. Agency for International Development, managed by PSI and six international partners. The goal was to mitigate the global impact of the HIV epidemic through social marketing of HIV prevention products and services. Read lessons learned from a decade of innovative marketing for health.

PSI targets a variety of groups in multiple country settings with marketing, communications and service delivery promoting the ABC strategy of prevention: Abstinence for youth, mutual fidelity (or Be faithful) for couples and correct and consistent Condom use.

HIV Prevention Products:
PSI markets high quality male and female condoms at subsidized prices. Employing traditional and non-traditional sales outlets (pharmacies, health clinics, bars, hotels, brothels and salons), PSI reaches populations that may not typically have access to commercial condoms. PSI also promotes and delivers pre-packaged STI treatment kits and lubricant as part of a complete line of STI care and HIV prevention products.

Voluntary HIV Counseling and Testing: PSI launched its first voluntary counseling and testing (VCT) social marketing project in Zimbabwe in 1999 and is currently implementing VCT programs in 21 countries. VCT's focus is to motivate people to know their HIV status while countering common barriers to VCT such as stigma. PSI VCT programs increase the scope of service delivery through local partnerships and use novel service delivery methods such as mobile and workplace testing to reach underserved and at-risk populations.

Behavior Change Communications:
PSI’s evidence-based behavior change communications (BCC) programs identify appropriate intervention areas, respond to target group needs and work with target groups to address barriers to safer behaviors. Using both mass media and interpersonal communication strategies, BCC programs create demand for products and services, increase knowledge, improve skills and self-efficacy in safer sex practice and negotiation, and reduce stigma and discrimination surrounding HIV/AIDS.