It Start With Me: an HIV prevention campaign. The art and science of mass persuasion seminar, 12...

Dominic Edwardes – Terrence Higgins Trust, Executive Director of Digital

and Marketing

It Starts With Me2014/15 campaign

http://www.youtube.com/watch?v=K96eLk_jMOU

z_Felton_THT_02_3-1.mp4

Introducing HIV Prevention England

It Starts With Me 2014/15

• Nationally coordinated programme of HIV prevention work for UK-based black

Africans and MSM.

• Brings together social marketing, online services, local engagement and

influencing work.

• Managed by Terrence Higgins Trust and supported by five agencies:

Yorkshire Mesmac, Black Health Agency for Equality, MBARC Research and

Consultancy, National AIDS Manual, and Sigma Research at LSHTM

• 30 Local Delivery Partners are contracted to deliver activity across England.

An integrated programme


Social marketing

Local engagement

Development and

engagement

Monitoring and

evaluation

Campaign objectives


Tackle stigma

Support condom use

Increase HIV testing

Behaviour change


Developing a narrative


1. HIV stops here

2. It’s different now

3. It starts with me

4. Love life. Stop HIV

HPE Partnership

Integrated programme

Largest HIV prevention

campaign for 20 years

Established National HIV

Testing Week

First HPE national

conference

Postal testing pilot

HIV Prevention England


It Starts With Me campaign


• Campaign targets MSM and black Africans

• 5 rounds of user testing

• 5,000 stakeholders engaged

• Now in its third year

• Campaign blasts keep momentum and support local activity

• Summer 2014 – Condoms and risk

• Autumn 2014 – National HIV Testing Week

• Winter 2014/5 – Lifecheck

2013/14 vital statistics


85m opportunities

to see placed media

1.25m resources distributed

31,252 following on social media

1.8m peak reach on African

Facebook page

25,226 MSM and Africans used online behaviour

change tools

Condoms - Summer 2014


• Powerful new message to support condom use

• High scores for comprehension and engagement in user testing

• Boyz cover feature

• Social media and online condom pack offer

• Who’s more likely to pass on HIV leaflet

• New animation

• Placement on Vox Africa

• Campaign briefings



ISWM Condom AFRI HD - MP4.mp4

ISWM Condom AFRI HD - MP4.mp4

Postal testing - Pilot


HPE supported

THT’s postal

testing pilot from

January 2013

PHE laboratory in Manchester

17,629 people ordered

10,410 returned (59%)

146 positives (1.4%)

Postal testing - Pilot


National HIV Testing Week 2013


• Second NHTW took place 22-29 November

2013

• Aims to increase testing among most at

risk populations

• 340 organisations endorsed, provided extra

services or ordered resources

• NHS organisations, local authorities,

private healthcare providers, businesses

and community based organisations.

• Concentrated in major urban centres with

high prevalence.



Social media

• 5,000 followers on Facebook

• 2 million reach

• 66,000 engaged with content

• 40,000 Twitter engagements

• 1,000 uses of NHTW hashtag

Vox African TV

• 1.9m monthly viewers

Press and PR

• 452 mentions of NHTW in news

and media stories

Online

• 762,176 people saw NHTW

content in November

HIV testing

• 2,204 people received an HIV test

from HPE

Sigma Research NHTW Evaluation Survey


NHTW unlocked local resources and triggered a significant investment

from Local Authorities, local NHS Trusts and local community groups.



Online and social marketing

• Outdoor, press, online and TV

advertising

• HIV Myths tear n reveal resource

• Postal testing offer

Local delivery

• Event stands

• Home sampling outreach packs

• Promotional materials

• Social media advertising of local

services

Monitoring and evaluation


Sigma Research at LSHTM

• 34 programme activities specified

• Activities mapped to outcomes

framework

• Monthly online reporting

• Measured against KPIs

• Over 90% of activities achieved or

exceeded their KPIs.

African Health and Sex Survey

• Benchmark within the programme

• Change data from 2007 – present

on key outcomes

• 12% increase in testing amongst

Africans since 2009

• Decrease in numbers not using a

condom in the last year

• Survey will be repeated in Autumn

2014

Behaviour change


Tips for success

• Know your audience

• Test your narrative

• Build your community

• Provide a focus

• Work in partnerships

• Make it multichannel - in digital, in print, in person.


http://www.youtube.com/watch?v=Ott5jNwVPdM&list=UUvDIu4SI_mKkD9uYFOqXutw

http://www.youtube.com/watch?v=Ott5jNwVPdM&list=UUvDIu4SI_mKkD9uYFOqXutw

Visit the CharityComms website to view

slides from past events, see what

events we have coming up and to

check out what else we do.

www.charitycomms.org.uk

Seminar

12 November 2014

London

# CCbehaviourchange

The art and science of

mass persuasion: tips and techniques for

behaviour change campaigns

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It Start With Me: an HIV prevention campaign. The art and science of mass persuasion seminar, 12...

Government & Nonprofit

Transcript of It Start With Me: an HIV prevention campaign. The art and science of mass persuasion seminar, 12...