An evaluation of the UK government health education campaign on AIDS

Abstract In the absence of an effective treatment for HI V the only means of containing its spread is through changes in behaviour. Health education is a key route for achieving this. To be effective, a health education campaign must result in behaviour change. The United Kingdom Department of Health and Social Security has attempted to address these needs in a recent health education campaign, which took the form of whole page newspaper advertisements in the national press. Groups of higher and lower risk subjects were questioned before and after the campaign. The desire for information was high and the vast majority of respondents named the medical profession as the desired source to turn to. 31.1% of the lower risk group and 50% of the higher risk group noticed and read the campaign. Information scores were slightly increased but the campaign had no effect on adjusting misconceptions and anxiety was not lowered. Attitudes and behaviour were unaltered. These results are discussed in the light of a content analysis of the campaign.