The association between HIV media campaigns and number of patients coming forward for HIV antibody testing.
OBJECTIVE
To assess the relationship between national and local media campaigns with respect to the number of patients requesting HIV antibody tests as a surrogate marker of the effectiveness of different campaign strategies.


METHODS
Analysis by month of the numbers of HIV tests performed in the regional genitourinary (GUM) clinic for Lothian over a 5 year period and in the whole of Lothian Region, Scotland over a 3 year period. Changes in testing rates were monitored with respect to media campaigns over the same time period.


RESULTS
Television based media campaigns produced the greatest increase in testing rates (average 46% increase over 2 months) compared with newspapers and poster campaigns (average 6% increase over 2 months). Regional HIV testing rates correlated significantly with GUM clinic testing rates. No increase in positive HIV tests was seen following media campaigns.


CONCLUSIONS
Using HIV testing rates as a surrogate marker, television based media campaigns appear to be the most effective way of increasing awareness of HIV. The effect of media campaigns is short-lived indicating a need for constant reminder of the dangers of HIV infection. The increase in HIV testing occurs largely in the "worried well" with few additional HIV positive patients being identified.
Ross
J D
JD
Department of Genitourinary Medicine, Edinburgh Royal Infirmary, UK.
Scott
G R
GR
D015492:AIDS Serodiagnosis; D015658:HIV Infections / Q000517:prevention & control*; D006293:Health Promotion; D006801:Humans; D009524:Newspapers as Topic; D010342:Patient Acceptance of Health Care; D011639:Public Opinion; D012189:Retrospective Studies; D012307:Risk Factors; D012606:Scotland; D012725:Sexual Behavior; D013690:Television