STIs
In November 2005 CHAPS launched a three month programme of work around sexually transmitted infections (STIs). It focused on five infections linked with HIV transmission: gonorrhoea, chlamydia, NSU, syphilis and herpes. The campaign was run again in 2008 with an additional element of outdoor advertising.
The aim of the STI campaign
The programme’s aim is based in strategic aim 3 of the CHAPS strategy Making it count, in particular its goal of reducing the average length of time men have undiagnosed STIs, specifically gonorrhoea, NSU, syphilis and herpes. In particular its goal was that;
- Men know the symptoms of the five named STIs
- Men know these STIs can be asymptomatic
- Men know how to access information and support around tests and treatment for STIs
Research shows STIs in either the HIV infected or uninfected partner make HIV transmission between the two more likely. By reducing the amount of undiagnosed STI infection in the gay male population we can expect a reduction in new HIV infections.
Increasing men’s ability to recognise STI symptoms in themselves or others contributes to their speedier diagnosis. Insight gathered in focus groups revealed the key motivation for attending to STI symptoms was not their health impact or harm to others but vanity and a man’s appeal in the sexual market place. For this reason the style of sexy underwear advertising was appropriated and subverted in the campaign design and its messages.
Campaign message
The STI campaign’s message in its mass media elements was;
Attend to STI symptoms and possible undiagnosed STI infection so that your ability to take part in the sexual market place isn’t reduced.
Target audience
The STI campaign had a broad target audience of all gay men, with biases towards men with higher partner numbers, younger men, BME men and men with HIV.
Materials supporting the STI campaign
The following were available as part of the STI programme of activity:
- Press ads
- A4 and A3 posters (4 designs)
- Outdoor advertising on telephone kiosks, bus stops, street advertising, toilet wall panels and London Underground (in 2008 only)
- Web site
- Internet banner ads
- Exposed! magazine
- The Manual A6 booklet on infections and clinics
Give-aways for outreach workers included;
- Condom packs (4 designs)
- Packs of mints resembling small underwear packs
- Four pocket-size pull-out guides to gonorrhoea, herpes, syphilis and NSU/chlamydia
- Campaign briefing (print and PDF copy)
Briefing reports were also available covering herpes, syphilis, gonorrhoea, chlamydia and NSU.
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