On June 4th, Terrence Higgins Trust (THT) is launching a new advertising campaign aimed at helping gay men to spot the signs of HIV by identifying seroconversion illness (SCI). SCI, or primary infection, occurs in around 80% of men who have been infected with HIV following unsafe sex.

The advert graphically links unsafe sex with some of the key symptoms of seroconversion illness, such as a sore throat, rash, fever and body aches. The strap line says: “If you’ve had sex without a condom and show three or more of these symptoms within six weeks, it’s possible you’ve now got HIV. In some cases there are no symptoms, but you may still be infected.”

The aim of the campaign is to get men to consider if they have HIV without realising. The Health Protection Agency estimate up to 10,000 gay men in Britain has HIV without knowing. Many gay men are still being diagnosed late, at the point where they should already be on treatment. Late diagnosis brings a much higher likelihood of serious illness and premature death, it can reduce treatment options and has an effect on onward transmission of the virus.

Marc Thompson, Deputy Head of Health Promotion for Terrence Higgins Trust said: “We’ve launched this campaign because lots of men tell us they’re not sure what seroconversion illness is. By recognising the signs and knowing when seroconversion illness might occur, gay men can be diagnosed quickly, increase their treatment options and help protect future partners. We hope the adverts will raise men’s awareness of seroconversion, and encourage men to think about any risks they may have taken and if necessary, consider getting tested so they know for sure.”

The new campaign will run for twelve weeks. There will be adverts in the gay press, posters in gay venues and outreach work taking place across London, and banner ads online. 

The seroconversion campaign has been funded by the Pan London HIV Prevention Partnership. Men can find out more by clicking here or by calling THT Direct on 0845 12 21 200. 

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