Social research company TNS-BMRB has published their report of the survey they conducted at the end of 2015 on the ‘It Starts With Me’ campaign, including National HIV Testing Week. The report was commissioned by Public Health England.
Two surveys were carried out online: one for gay/bisexual and other men who have sex with men (MSM); and one for men and women from Black African (BA) communities.
The results revealed that campaign recognition was high, with 84 per cent of MSM and 75 per cent of BAs recognising some element of the campaign.
The survey showed the campaign was successful in improving HIV-related knowledge and attitudes: two-thirds of MSM respondents and three-quarters of BAs realised how quick and easy testing is, thanks to the campaign. In addition, many (78 per cent MSM, 76 per cent BA) agreed that the ads made them think it’s normal to get tested for HIV.
Around half of MSM (47 per cent) and two fifths of BA (39 per cent) who were shown the ads stated that they encouraged them to get tested. In terms of actions, 35 per cent of MSM and 23 per cent of BAs who saw the campaign took steps to get tested.
The ads also motivated safer sex behaviours, with around a quarter in each group reportedly encouraged to use condoms during intercourse.
Some challenges which the survey revealed were that for MSM, 14 per cent had never had an HIV test, and 12 per cent did not know where to get tested. For Black African respondents, 23 per cent had never had a test and 12 per cent did not know where to get one.
Read the full report [PDF].