HIV testing campaign is a winner...

The number of gay men getting tested for HIV in two London walk-in clinics increased by more than half over a six month period due to an innovative, digitally led, marketing campaign.

In 2011, in an attempt to encourage more gay men to visit their two Rapid Testing Units in Central and North London, Camden Provider Services, part of Central and North West London NHS Foundation Trust (CNWL), tasked Resonant Media to devise a strategic, pan-London campaign to promote and raise awareness of their services and specifically get more gay men to test for HIV.

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Resonant responded by creating a six-month, pioneering campaign, which was centred around the use of creative social media – in particular dating sites – a high-impact digital and print advertising campaign, and the development of an integrated microsite.

During the six-month campaign, Camden Provider Services reported a 54% increase in Rapid HIV tests carried out in their two main clinics: the Mortimer Market Centre and the Archway Centre.  In addition to this, more than 12,000 people visited the microsite.

 “Our HIV testing campaign demonstrates how well thought-out marketing is part of the answer to make the NHS more effective and to drive down costs,” said Gary Nolan, director of Resonant Media. “We were able to combine our insights into what gay men need in the way of information and channels with our clients to develop a really efficient and effective campaign.”

Figures released by the Health Protection Agency (HPA) in 2010 estimated that one in 11 gay men living in London is now infected with HIV, with another 20% unaware they have the condition. The HPA also indicated that one in five people attending a sexual health clinic refused to take a HIV test.

The campaign was Highly Commended (innovation category) at the 2012 BMA Patient Information Awards.

Client: NHS Central and North London, Camden Provider services