Virtually Accelerating Linkage of Men to Reframed HIV Services

The VALOR initiative works to optimize the uptake of first time HIV testing and enrollment in care among undiagnosed and unlinked Nigerian men aged 20-35 through reframed, empathy-powered HIV messaging, and virtual navigators.


VALOR is an initiative supported by PEPFAR through USAID’s RISE project, which works together with the government of Nigeria to support the provision of high-quality HIV services from testing to treatment. 

VALOR uses private-sector-style social media marketing to promote a virtual VIP Guide and referral service implemented through the WhatsApp messaging platform. With their VALOR VIP Guide, men ages 20-35 can privately work through their fears and concerns and learn about the U=U and better-than-ever anti-retroviral treatment (ART) before getting tested. 

At the same time, the guides use appreciative coaching techniques to validate and affirm men’s demonstrated courage-helping them to reframe testing as an act of valor and referring them to community-based services. If a man tests positive, the VIP Guide becomes a counselor, coach, and case manager supporting him throughout his treatment journey. 

The RISE team used a modified “lite” Human-Centered Design-inspired (HCD) approach to design communication materials, develop a compelling brand, and inform the virtual coaching apparatus.


The learnings and results are intended to contribute to a growing body of evidence guiding implementers and stakeholders seeking to effectively promote and deliver HIV and other health services to men at scale.
Learn more about this initiative by viewing the modules below or by downloading the full report.

Background: Why VALOR?


What we wanted to do


Learning Plan


Getting to Know the VALOR Man


HCD Inspired Insight for Brand Vision


VALOR VIP – Big Creative Concepts


Executing VALOR VIP through an Integrated Strategy


Measurement and Key Performance Indicators


Lessons learned and Recommendations



Reaching Impact, Saturation, and Epidemic Control (RISE) is a 5-year global project funded by the U.S. President’s Emergency Plan for AIDS Relief (PEPFAR) through the U.S. Agency for International Development (USAID). RISE works with countries to achieve a shared vision of attaining and maintaining epidemic control, with stronger local partners capable of managing and achieving results through sustainable, self-reliant, and resilient health systems. RISE’s contributions to this work will lead to fewer new HIV infections, decreased HIV-related morbidity and mortality, and increased quality of life for people living with HIV. RISE is led by Jhpiego, together with consortium partners ICAP, ANOVA Health Institute, Management Sciences for Health , BAO Systems, JHU Center for Public Health and Human Rights and Mann Global Health. To learn more about the RISE project, visit us at  

This effort was made possible with support from the U.S. President’s Emergency Plan for AIDS Relief, through the United States Agency for International Development funded RISE program, under the terms of the cooperative agreement 7200AA19CA00003. The contents are the responsibility of the RISE program and do not necessarily reflect the views of USAID or the United States Government.