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UK Insights

‘It Starts With Me’ HIV testing campaign continues to engage target audiences

Kirsty Cooke

Head of Digital Content, UK

Health 23.10.2017 / 11:00

It Starts With Me HIV Testing Campaign

Kantar Public is delighted to have again evaluated the ‘It Starts With Me’ (ISWM) campaign.

Launched in 2013, the campaign is part of the wider Public Health England funded HIV prevention programme: HIV Prevention England (HPE). This is run by the Terrence Higgins Trust in collaboration with the wider HIV prevention sector.

ISWM provides targeted HIV health promotion to men who have sex with men (MSM) and Black African (BA) groups. The primary objective is to increase the level of testing among MSM and BA, to reduce late diagnoses and the numbers who are undiagnosed, and also to reduce new HIV infections, promote HIV testing, and encourage usage of condoms.

In 2016, the public information campaign was refreshed to increase empathy and emotional engagement by highlighting people’s personal stories in the context of their living environment. Evaluation of the campaign was conducted in December 2016 following the spike in campaign activity associated with National HIV Testing Week in late November. Two online surveys, one among each of MSM and BA, were conducted.

Digital Disp BA2

The evaluation found that:

  • There continues to be very high levels of awareness of the campaign and other HIV prevention materials, particularly among MSM.
  • The refreshed campaign has been successful in increasing emotional engagement and empathy and has increased the normalization of being tested.
  • Whilst the main message taken from the campaign continues to be ‘get tested’, this year more MSM in particular also took a ‘take responsibility’ message from the ads.
  • Knowledge of the need for testing is high, as is the level of reported testing and thus the campaign can continue to move beyond the singular testing message and maintain that greater emphasis on responsibility and other supporting messages.

Download the full report here.

Source : Kantar Public

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