Driving awareness of HIV testing
Most British adults are unaware of their HIV status and, whilst the risk of exposure is generally low, it is estimated that 5% of people living with HIV in the UK haven’t been diagnosed.1
Our medical devices client wanted to increase consumer awareness of the importance of HIV testing and the ability to self-test via an at-home kit.
Our approach
The Beyond team developed a relatable yet
hard-hitting ‘know your status’ campaign, encouraging the nation to test for HIV. Working within the constraints of a small budget, we developed a comprehensive media offering.
This included:
Generating strong news hooks via a survey investigating people’s knowledge of, and attitudes towards, HIV testing
Garnering the support of a leading HIV charity to give the campaign credibility
Securing a media-friendly doctor – and former Love Island contestant – as a spokesperson to talk about the importance of testing
Bringing a human-interest angle to the campaign by working with an HIV-positive case study
Outcome
Tailored media outreach activity resulted in 10 in-depth radio interviews, each discussing the importance of HIV testing and including extensive product mentions of our client’s self-test kit. Other coverage highlights included news and product features in five national newspapers, a case study interview in a leading consumer magazine and numerous online and consumer titles. Importantly, 87% of coverage included expert or case study insights about the importance of HIV testing, with 93% including the self-testing product name.
“Symptoms or not, high risk or low risk, everyone should test their HIV status. Knowing your status has never been easier and should be a part of your regular health and wellness routine.”
Dr Priya Gopaldas, former Love Island contestant and newly qualified doctor
1NHS. HIV and Aids. Overview. Available at: https://www.nhs.uk/conditions/hiv-and-aids/ (Accessed: August 2023).