The summer 2024 phase of the It Starts With Me campaign focuses on raising awareness on the prevention of sexually transmitted infections (STIs) and HIV.
The campaign, using the tagline ‘Get ready for a hot summer’, is delivered through print, digital platforms and face-to-face outreach.
The target audiences for the campaign are people from the key target populations for the HIV Prevention England programme as they are also disproportionately affected by STIs,
- gay, bisexual and other men who have sex with men (GBMSM)
- heterosexuals of Black African ethnicity
- people from other communities disproportionately affected by HIV.
Activities will take place between July and September 2024.
Why do we need this campaign?
Reducing the likelihood of people getting STIs and HIV remains a key public health priority across England. It is essential that people are equipped with the knowledge and means to prevent STIs as they can negatively impact people’s sexual and reproductive health and wellbeing.
Data from UKHSA’s latest report on STIs in England shows that diagnoses continue to rise yearly. In 2023,
- STIs increased by 4.7% since 2022.
- Gonorrhoea diagnoses increased by 7.5% since 2022.
- Infectious syphilis diagnoses increased 9.4% since 2022.
- Chlamydia diagnoses were stable but there was 2.1% drop in tests since 2022.
Amongst the campaign target populations, the report shows,
- There were increases in STI diagnoses amongst GBMSM between 2022 and 2023; gonorrhoea increased 9.4%, chlamydia increased by 8.2% and infectious syphilis increased 7.3%.
- There were increases in STI diagnoses amongst people of Black African ethnicity between 2022 and 2023; gonorrhoea increased 18.7%, chlamydia increased by 9.6% and infectious syphilis increased 15.6%.
Data from the latest HIV surveillance report shows that there is an urgent need to improve access to and uptake of PrEP in women, particularly among women of Black African ethnicity
Campaign activity
The campaign features a range of models from the target communities, and the creative has a warm palette matched with a summer energy. The messages prompt people to look after their sexual health this summer while also providing practical steps on how to do it.
The campaign will:
- provide information and advice on how people can protect themselves and their sexual partners from STIs and HIV
- offer free condom sample packs online and at events
- provide an online condom quiz to help people choose a type of condom that is a better fit and could give them the best experience of use
- promote short videos in which clinicians answer FAQs about different STIs, covering symptoms, testing and diagnosis, and treatment.
The campaign will be promoted via print, digital platforms and social media, face-to-face outreach, press coverage, and through influencer engagement.
