Group of young people smiling in Johannesburg, South Africa

What is Be in the KNOW?

Be in the KNOW is a digital brand, across website and social media, offering fresh, sex-positive content primarily for individuals across sub-Saharan Africa, and for the community health workers and primary practitioners that support them.

Covering sex and relationships, prevention and testing for HIV and other sexually transmitted infections, as well as how to live well with HIV, Be in the KNOW is packed full of advice and health information, videos, quizzes, blogs, discussion starters and much more to keep things fun as well as evidence-based.

For those working with young people on sexual health, as well as community and primary health workers and others on the frontline of HIV and sexual health services, there is easy to understand information on what drives the epidemic, who is affected and what’s happening where you are, along with the latest on best practice in HIV programming and delivery.

How can you access Be in the KNOW?







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Why was Be in the KNOW developed?

We’re clear about the changing sexual health information needs of the epidemic, the changing digital environment, and the importance of finding different ways to reach and engage a new generation around HIV and sexual health. Be in the KNOW has been built with the people we are trying to reach at the centre to ensure its relevance, while also building on the evidence and learning from Avert’s long-running global HIV information and education site, which reached tens of millions of advice seekers and HIV professionals over its lifetime.

Be in the KNOW is a central pillar of how Avert will put into practice its strategy to close the HIV knowledge gaps and build health literacy in locations and with people most affected.


Amazing information on the STIs and cleared a lot of doubts that I had which has convinced me to go for testing user


How is Be in the KNOW making a difference?

Across website and social media, Be in the KNOW reaches millions of people with engaging, actionable content that builds their knowledge, confidence and ability to take decisions that support their sexual health. It also provides community and primary health workers with the knowledge they need to support their communities’ sexual health.

In its first 12 months, Be in the KNOW reached over 13 million people in sub-Saharan Africa and engagement rates across our social media channels and the website were high.

Over 67% of users said information was very easy to understand and 86% said they found Be in the KNOW useful. As a result, over 77% of users felt more confident to talk about their sexual health and 81% were more likely to take action.

Reach and engagement

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million people reached across sub-Saharan Africa
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found the Be in the KNOW website useful *
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were more likely to take action to look after their sexual health *

*from user surveys on

What our audience are saying

  • “I'm the huge fan of Be in the KNOW. I benefit a lot from this digital platform.”
  • “Amazing information on the STIs and cleared a lot of doubts that I had which has convinced me to go for testing.”
  • “It’s giving me confidence that even though I’m HIV positive, I can still live a healthy life.”
  • “My questions were answered and my knowledge has increased.”
  • “It helps me to make positive decision.”
  • “I recently tested positive and the information that I read reassured me that HIV is not a death sentence. That HIV is a manageable disease if I adhere to my medication as prescribed, and that I can have a meaningful and loving relationship with a negative person."

The latest news on Be in the KNOW


Understanding health learning journeys

Find out how we have been taking a novel behaviour change approach to better understand our audiences’ behavioural aims and actions

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Pressing play on pleasure

Why Be in the KNOW’s new sexual health video series for young people in sub-Saharan Africa is unashamedly sexy

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The first year of Be in the KNOW

One year on since the launch of Be in the KNOW, we look back at key achievements and learnings from the first 12 months

Photo credit: Gulshan Khan/Avert/Ikusasa Lethu. Photos are used for illustrative purposes. They do not imply health status or behaviour.