The prevention of HIV infections through measures such as PrEP is critical in managing the scourge of HIV/Aids. Social media has been widely recognised as effective in encouraging the use of PrEP among youths to prevent HIV infections. This study examined the perceptions of young women aged 18-24 regarding the effectiveness of social media campaigns promoting PrEP in the Uthukela district in KwaZulu-Natal – the province with one of the highest HIV prevalence rates in South Africa. Using qualitative research, the study employed a phenomenological design to examine participants’ lived experiences and insights related to PrEP uptake and awareness. Material was collected through semi-structured, in-depth interviews with 12 young women from the TB HIV-CARE DREAMS programme for PrEP.

The study found that social media campaigns on oral PrEP were faulty, out of context, unengaging and offered little information, leading to poor or negative perceptions about the uptake of PrEP. Although some participants recognised the existence of social media campaigns, they reported that these initiatives did not substantially influence positive perceptions or decisions regarding PrEP. Barriers such as stigma, fear of side effects and peer influence were identified as critical factors impacting PrEP uptake. The findings also revealed significant gaps in awareness and understanding of PrEP, with many participants citing informal channels as their primary sources of information. Participants suggested that future campaigns incorporate personalised content, interactive elements and authentic peer voices to enhance engagement and effectiveness. Further recommendations include social media campaigns that resonate with young women’s experiences, engaging local organisations to reduce stigma and advocating for supportive policies to enhance access to PrEP.