Ethiopia’s national strategic plan is designed to achieve maximum health impact within a resource-constrained setting. The plan addresses key drivers of the epidemic; entails a shift from an intervention focus to a people-centred response; prioritises interventions with maximum impact; especially among key and priority populations; rigorously applies the investment case approach; sets a clear path to reach HIV epidemic control in all parts of the country by 2030; and engages country leadership at the highest levels and among multiple stakeholders.