We’re pleased to be able to announce that the new look It Starts With Me campaign will launch on 20 September 2016.
Since 2013, the national campaign has used social marketing, local engagement and policy work to increase HIV prevention knowledge and behaviours – including testing and condom use – in the nation’s most at-risk groups. The recent evaluation by TNS-Global revealed that while successful, there are more opportunities for the campaign to have greater impact. We hope to incorporate the evaluation feedback into the refreshed campaign.
The campaign aims to provide clear, consistent messages and activities across the country. These will seek to encourage individual responsibility, increase HIV testing and preventative behaviours and improve HIV knowledge.
The key elements of the campaign include video, advertising and provision of HIV prevention resources. Video, digital and print media will effectively promote messages of accessibility and acceptability of testing.
Find out more from our briefing document [PDF]
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].