Got it? Get it.
With about 1% (0.9% – 1.1%), the Caribbean remains the region with the highest (adult) HIV prevalence outside sub-Saharan Africa. As part of its HIV prevention effort, PSI-C developed Got it? Get it. (GIGI) a powerful, youth oriented, Caribbean- flavoured brand that promotes condom use, signifies condom availability and promotes sexual and reproductive health.
In response to what PSI-C perceived as shortcomings of past HIV prevention efforts, scare tactics and any form of preaching as well as images of wholesome couples embodying abstinence were deliberately avoided.
Based on these traits PSI-C developed the Got it? Get it. name and logo. Since 2006, PSI-C’s Got it? Get it. campaign has been successful in promoting increased access to sexual and reproductive health information and services among high-risk populations in 12 countries across the region.
Got it? Get it. first focused on strategies for condom promotion to increase intention to use condoms, as well as availability. The regional campaign later expanded to address sexual and reproductive health more broadly.