Think
Test. Take Control.
THIVK Testing campaign/Better Clinics campaign
As part of its three stage programme of activity around reducing undiagnosed HIV and STI infection, CHAPS simultaeously launched in June 2009 two campaigns. One promoted HIV testing, the other promoted sexual health clinics (where men are routinely offered HIV tests). These two campaigns followed on from the similarly branded THIVK Undiagnosed HIV Infection campaign that ran from November 2008 until March 2009.
The aim of the THIVK Testing campaign
The campaign’s aim is based on strategic aim 1 from the CHAPS strategy Making it count that references reducing the time between HIV infection and diagnosis.
In particular the specific campaign aim was;
- Men are more knowledgable about their HIV testing options and the benefits of HIV testing and early diagnosis
The campaign also aimed to ensure;
- Men know their HIV status may not be what they think it is
- Men know that rapid (20 minute) HIV tests exist and how to access them
- Men know that HIV treatments are more effective and the sooner someone with HIV has their infection diagnosed, the better off they will be
Campaign message
The THIVK Testing campaign had the following overarching message:
Consider how HIV testing gives you control
Target audience
The target audience for the campaign was men who have not had an HIV positive diagnosis in partiucular men who think they are HIV negative but have not tested recently and men fearful of testing positive. The aim was that the following men were more likely to see the campaign; BME men, men with less education and men with higher partner numbers.
Materials supporting the THIVK Testing campaign
- 3 press ads
- 3 posters (English and Welsh)
- Fold out A6 leaflet about testing and clinics
- Web site covering undiagnosed infection, testing and clinics
- Web banner ads
- Condom packs (3 designs)
- Pack of mints (for use by outreach workers)
- T-shirt for outreach workers and venue staff
- Campaign briefing PDF
A briefing for professionals on undiagnosed infection and HIV testing supported the campaign.
The aim of the Better Clinics campaign
The campaign’s aim is based on strategic aim 3 from the CHAPS strategy Making it count that references reducing the time between infection with STIs and their diagnosis.
In particular the specific campaign aim was;
- Men are more knowledgable about sexual health clinics and how highly gay men rate them
The campaign also aimed to ensure;
- Men know that 9 out of 10 gay men rate their treatment at clinics according to CHAPS’ own research
- Men know they can have STIs without symptoms
- Men know they do not need to be referred to a clinic by a doctor and they can take a friend for support
- Men know they can use any clinic, not just their local one
- Men know they their clinic visit is confifential and their doctor will not be informed of it
- Men know treatment is free
- Men know they will be seen quicker if they let the clinic know if they have symptoms
Campaign message
The Better Clinics campaign had the following overall message:
Sexual health clinics have greatly improved and reservations about using them are not shared by men who use them.
Target audience
All gay men were the target group with a bias towards men who have never been to a sexual health clinic or tested for HIV, have less educatio, higher partner numbers or are BME men.
Materials supporting the Better Clinics campaign
- 7 quarter page press ads
- 1 A4 poster
- Condom packs
- 3 badges in packs for outreach workers to give out
- Fold out A6 leaflet about testing and clinics
- Web site covering undiagnosed infection, testing and clinics
- Web banner ads
- Campaign briefing PDF
A briefing for professionals on undiagnosed infection and HIV testing supported the campaign.
Go to the microsite