How are we planning to do this?
Social marketing approach
The social marketing campaign will offer the best value for money by building on the assets and engagement of the previous programme, while rejuvenating the campaign with a fresh creative approach and with innovative new features based on the latest strategies in commercial media, social marketing and health promotion. The It Starts With Me brand will be refreshed for both MSM and African communities from September 2016. The programme will follow a Behavioural Ecological Model which drives behaviour change by action on the individual, local, community and ‘social structural’ level.
System leadership and development
The programme will issue five briefings per year on the programme objectives, each customised for the following groups:
- Local authorities (Commissioners, Directors of Public Health, Health and Wellbeing Boards, lead counsellors)
- GPs and primary care
- Faith communities.
In addition, programme representatives will engage with networks and attend meetings of commissioners, clinicians, regional public health bodies, local government and primary care practitioners to brief them about the activity of the programme.
HPE will integrate sector development into the structures of the programme to increase knowledge, skills and innovation within HIV prevention in England.
Terrence Higgins Trust will work closely with the evaluation contract holder to provide robust monitoring data in order to effectively evaluate the programme. This will include data on:
- Local delivery: monitoring of local activity will be completed through a bespoke dashboard on the HPE website.
- Marketing activity: monitoring digital, social media and campaign deliverables and their associated key performance indicators (KPIs).
- System leadership and sector development: activity-based monitoring supported by annual evaluation surveys of stakeholders including after National HIV Testing Week and a national conference.
More about HPE.