Protects Against STIs Public Health Campaign

This document provides an analysis of the 'Protects Against STIs' public health campaign in the UK. It discusses the rationale behind the campaign, its aims and objectives, implementation strategies, theoretical underpinnings, partnership elements, and evaluation. The campaign aimed to raise awareness about sexually transmitted infections and promote condom use among young adults.

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PROTECTECTS AGAINST STIs PUBLIC HEALTH CAMPAIGN
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a) Introduction and Overview
Identification for the campaign to be analysed
Sexually Transmitted Diseases (STDs) are arguably the major health
problem affecting the youth, not only in third world states but also in developed
countries, the UK included (Anker et al. 2016). These diseases include HIV/AIDS,
gonorrhoea, hepatitis, chlamydia, and herpes, just to mention but a few. To create
awareness among the most vulnerable group, the Public Health England (PHE)
came up with a sexual health campaign dubbed ‘Protects against STIs.’ The
campaign was a Government health initiative to encourage sexually active in Britain
to adopt regular use of condom during intercourse The campaign targeted
individuals at the age of 16 to 24-year-old. 'Protect against STIs' intended to
enlighten the public on the effects of STIs and how they can be avoided using
condoms.
Rationale
The World Health Organization ([WHO] 2016) reports that most teenagers
between the ages of 16-24 are the most vulnerable to sexually transmitted infections.
Research further shows that this group of individuals care less about getting infected
with STIs as they rarely get tested to know their health (Wolffenbuttel et al. 2017).
For instance, Davis and Duke (2018) found that 43 percent of all new STIs infections
affected young adults aged between 13 and 19 years. Hansson, Stjernswärd, and
Svensson, (2016) conclude that the risk of acquiring chronic diseases like HIV/AIDS
increases with the increasing number of STIs. According to Andrasik et al. (2015),
there are currently eight known different types of STIs. Such a huge number of
diseases against a huge population of sexually active young adults poses a health
risk to the incoming generations, thus the need for awareness campaigns like the
“Protects against STI” initiative. The author thus picked on this campaign bearing in
mind the criticality of the matter is sought to address.
Aims and Objectives of the campaign
The purpose of the campaign was to encourage and regularise the use of
condoms among young adults and in the long run, reduce the spread of sexually
transmitted diseases among the target group. To achieve this intervention goal, the
campaign’s key message was centered on raising awareness to the youths on the
need to regularly use condoms for protection against STIs.
Relationship Between the Campaign and a Recent Health Policy

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In 2013, the UK government came up with the National Framework for
Sexual Health Improvement (NFSHI) policy; a document that set out the evidence-
base for sexual wellbeing and, HIV eradication. The policy was developed to provide
data, evidence base and bolster mechanisms to empower everyone involved in the
sexual health sector to work cooperatively and to guarantee that available
interventions and services are made accessible and known. It is against this
background that the campaign was developed to make sexual health services and
products such as condom familiarised to the general public, especially the most
susceptible to STIs infection.
How does this campaign relate to recent relevant research?
Studies show that four out of ten adolescents in Britain engage in unprotected
sex, making themselves exposed to infection by various STIs, some of which have
been mention herein (Wolffenbuttel et al. 2017). In addition, studies attest that one-
third of British youths do not know the significance of engaging in protected sex.
While three-quarters of the sexually active population know about condoms, 50
percent of this group ignore to use it on the disguise of maximizing sexual sensation
during sex. This perception, if not addressed could prove disastrous to the young
generation. Moreover, the campaign was developed in response to the recent
researches and statistics that indicate a worrying trend in sexual health education
and awareness. According to Vrinten, Wardle, and Marlow (2016), only a paltry 11
percent of teenagers get information about STIs from their guardians, leaving an
unanswered question as to where the remaining 89 percent get their information
from. Also, close to two-thirds of men aged between 18 and 60 years were
completely oblivious of the dangers of unprotected sex and knew very little about
condom and how it can be used for protection against STI, pointing towards a poor
public awareness and knowledge of STIs. This naivety called for a sexual health
awareness campaign (Wilkinson et al. 2016).
b) Implementation of the Campaign
As already indicated, the ‘Protect against STIs’ was a public health
awareness campaign conceptualized and implemented by the Public Health England
targeting youths aged between 16-24 years old. This was the group considered to be
the most vulnerable to infection by STD’s that could easily be prevented by the use
of condoms. The campaign lasted for two years between 2016 and 2017 and was
funded by the NHS to a tune of £374 Million. The costs included-administration,

Protectects Against STIs Public Health Campaign4
health clinics, posters, leaflets, transport, television promotion costs among other
expenditures.
Theoretical underpinnings of the campaign
The ‘Protects against STIs’ campaign draws its tactical strategy from three
conceptual models namely the transtheoretical model, the theory of reason action
and the health belief model. The transtheoretical model is a dynamic hypothesis of
progress that relies on the supposition that there is a typical arrangement of progress
plans that can be connected over a wide scope of health attitudes. The model
conceptualizes behavior change as a procedure composed of a progression of six
discrete stages namely; pre-contemplation, contemplation, preparation, execution,
support, and termination. According to this theory, people utilize cognitive, affective
and assessment procedures during the initial stages of change; amid the later
stages, they advance to commitment, conditioning, possibilities, natural controls, and
finaly progress toward retention of the acquired behaviour (Shan et al. 2015). Sethi,
Rawnsley, and Jose (2016) observe that each stage of transformation brings a
person nearer to making or sustaining behavioral adjustments such as regular use of
condoms.
The theory of reason action is an advancement of information integration
theory (Richardson et al. 2016). According to this concept, there are two
fundamental changes in human action first, reasoned attitudes and secondly the
persuasion process which integrates attitudes in the behaviors. The theory overtly
confines itself to behaviors while remaining cognizant of the fact that there exist
some situations that deter the influence of attitude on one's conduct or even change
of the same. For instance, if an individual’s attitude wants him to have sex but he
has no protection, his lack of condom will prevent his attitude from causing him to
engage in raw sex. Thus reasoned action forecasts behavioral motive which is a
trade-off between stopping an attitude prediction and predicting an action.
Lastly, the ‘Protects from STIs’ initiative relied on the health belief model
(HBM) as part of its tactical approach strategy. The health belief model is a
psychological model that attempts to predict and explain health behaviors among
different categories of people. The prediction is done based on an individual set of
beliefs and attitudes (Morley et al. 2016). The theory is a common health behaviors
tool used to explore both long term and short term behavioral characteristics
including the transmission of STI and sexual risk behaviors. According to this belief,

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an individual will make a health-related decision(e.g. use condoms) if he is
convinced that a negative wellbeing condition (i.e., STI) can be evaded; has a
positive attitude that by choosing the recommended action, he will elude a negative
health state (i.e., utilizing condoms will be effective at prevention STIs), and has
confidence in the effectiveness of the prescribed health action (i.e., he can utilize
condoms comfortably and with certainty). Mohammed et al. (2018) believes that the
health belief model is a contemporary reflection of modern day sexual health
behaviours since it is the only model that attempts to predict sexual health-related
behaviors, especially among young adults.
Partnership or collaborative elements of the campaign
Several companies, government agencies, and non-governmental
organizations joined hands in partnership to design, develop and implement the
campaign. These agencies and organizations include; British Association for Sexual
Health and HIV (BASHH), Durex and the Family Planning Association (FPA). The
campaign was a large scale undertaking that used various platforms of health
communication to reach out to the target audience. Both the verbal, print and the
electronic media were used in the campaign. The health clinics, posters, leaflets, TV
adverts, and social media.
Evaluation and monitoring of the Campaign
The Impact of the campaign was measured in pre and post-campaign
survey with the key performance indicator being the number of youths aged between
16 nd 24 years using condoms before and after the campaign. The baseline findings
showed that close to forty-seven percent of the sexually active young adults
confessed to having had unprotected sex with someone new on the first date while
one-tenth of the sexually active target group admitted to having never used a
condom before. New research, however, revealed that only 31 percent of the youth
still had unprotected sex with strangers on their first date while the percentage of the
target group that had never used a condom decreased to 7 percent marking an
efficiency score of 30 percent (Loftus et al. 2016).
C. Evaluation and Critical Analysis of the Campaign
Ling and Lee (2016) lament that although the government has in the past
decade spent millions of cash in health awareness campaigns, the effectiveness of
these campaigns is yet to be realised. This section takes a critical look at the

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strategies involved in the campaign with a view of determining whether or not the
campaign achieved its goals.
Pros and Cons of the types of media used
The campaign utilized multiple media channels in reaching the target
audience, top among them being the posters, TV and the social media. Posters are
typically sheets of papers containing messages which are stuck on the walls of
structures or frequently visited public places where they are easily visible to the
public. To raise poster at conspicuous open places, the advertiser must procure the
right from the proprietor of the spot. Posters stand out as the most flexible medium of
outdoor advertisement. It can be edited and reposted by the advertiser whenever
need arises. Moreover, changes can be done within a very short time. Most posters
can seize the attention of passers-by right away. Posters can be amassed in
locations where target audiences are considered to be high. Additionally, most
posters are cost effective and durable as the paintings last for longer periods. Lastly,
posters are viewed as more affordable since they can draw in the attention of an
expansive number of individuals at minimal costs.
Despite the numerous advantages, posters enjoy, they too have several
limitations. First, posters stay brief. By no chance can a poster messages be made in
detail. As such, they may sometimes end up not communicating effectively.
Consequently, depending on the location of the spot and the size of the poster,
distinctive rates are charged. As such, posters may tend to be expensive especially
in spots where they are likely to reach a wider audience. Jones and Salazar (2016)
argue that the effectiveness of posters can't be quantitatively estimated, thus there is
a probability of resource wastage in such advertisements.
Television commercials are arguably the most powerful advertisement
channel (Jones et al. 2015). There is no known advertising medium other than the
TV known to combine both the sound and sight in the way the TV does. Television
adverts can grab the audience’s attention right from where they are (Jewkes and
Dunkle 2017). The commercials foster empathy and emotions and can make the
audience react. Perhaps the biggest advantage of TV advertising is its ability to
reach a wide audience. On the other hand, television advertisement costs can be
prohibitive. TV advertisements need to run severally before they are recalled by the
audience and that culminates into increased advertisement costs. Lastly, it is difficult
to make changes to a TV advert once it has been recorded and aired.

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Social media advertising is another upcoming yet compelling strategy for
online mass correspondence that is quickly becoming popular amongst the most
preferred and flexible means of mass correspondence. The procedure includes the
utilization of internet-based platforms offered by an organization, government or its
office or even an individual to reach out to potential clientele and inform them about
a particular product or service being offered (Hull and Mompe 2017). Once on the
social platform, the administrator starts by making an online network of followers
through handles, pages, and invitation links. These are powerful methods for
creating brand-loyal audience who might be potential target beneficiaries. Group
individuals are allowed to post their input and make inquiries about an item or
product, making the strategy increasingly intuitive and cheap. Hornik (2018),
however, warns that Information sources must avoid the temptation of adding
individuals to the group without their prior consent. “It is a good practice to let
member join and leave the group on their own volition” (p. 56), he observes. Other
channels of correspondence utilized amid the campaign included pamphlets and
clinics.
Comparison of the Campaign to other similar campaigns done in the past or
currently
This work compared the ‘Protects against STIs’ campaign and the
‘Change4Life’ campaign about their strategic elements and their effectiveness.
Particularly, the study examined both campaigns choice of media, conceptual
frameworks, and the response of the audience afterward. Change4Life is a UK
government initiative whose aim is to avert the causes of obesity. Started in January
2019, the campaign seeks to assist families in making significant improvements to
their activity levels and diet by adopting healthy behaviors. The findings indicate a
striking resemblance in terms of their marketing approach particularly their choice of
media. Both campaigns adopted an amalgamated market approach where each
settled on television and social media as their pillar channels. However, while the
Change4Life campaign included radio, public relations, and direct marketing in its list
of media, ‘Protects against STIs’ picked on, posters and health clinics as additional
communication channels. The two campaigns, however, differ greatly in their
theoretical frameworks. While the ‘Protects against STIs’ based on the health belief
model, the change4life heavily relies on the theory for reasoned action as its driving
concept. The paper examined the effects of the two worksite health-promotion

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interventions. At zero and four months, change4life participants showed significant
improvement in vegetable consumption and participants in the ‘Protects against
STIs’ showed a decreased percentage of new STI infections. On the overall, the
changes4life is deemed more effective, and this is attributed to their choice of media
and the cooperation of the target given that its audience comprised mostly elders
who are more mindful of their health as compared to the youth (Anker et al. 2016).
The overall strengths and weaknesses of the campaign
The campaign just like any other imitative had its strengths and
weaknesses. The campaign’s financial muscle was its major score. A gigantic
budget of £374 million sufficiently facilitated all the financial requirements involved in
the undertaking. The choice of TV and social media where most target age group are
reachable was also a major plus to the campaign. Lastly, the two-year time frame
for the campaign was flexible enough to run the campaign and take care of any other
unexpected eventualities such as emergencies. Research shows that 30 percent of
the teenage population in the UK prefer listening to music over watching Television
(Hansson, Stjernswärd, and Svensson 2016). Although the choice of media for the
campaign seems perfect, the omission of radio commercials in the list of
communication channels is perhaps its major undoing. By forgetting to include radio
advertisements, there is no doubt that the campaign missed quite a substantial
proportion of its target audience. Also, during the campaign, a lot of emphases was
laid to male condoms at the expense of female condoms which have a similar impact
in the fight against STIs. Laying little or no emphasis on the significance of female
condoms during sexual health promotions is such a glaring error in the war against
STIs (Glanz, Rimer, and Viswanath 2015).
Effectiveness of the campaign.
Based on the overall planning, execution and the outcomes of the
campaign, the ‘Protects against STIs’ campaign can be termed as a success and
was indeed effective. Freeman et al. (2015) assert that the incorporation of
theoretical models in coming up with intervention strategies is one of the key
characteristics of an effective campaign. The health campaign assimilated three
thematic models namely the transtheoretical model, the theory of reason action and
the health belief model. Additionally, the media played a huge part in the
effectiveness of the campaign. Evidence shows that mass media plays a significant
role in making campaigns more effective (Friedman et al. 2016). The campaign

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harnessed this support through mass media and thus secured partnerships from the
British Association for Sexual Health and HIV (BASHH), Durex, and the Family
Planning Association. Lastly, rather than simply telling the audience not to engage in
unprotected sex, the campaign provided a choice which was a condom in this case.
Davis and Duke (2018) note that providing alternative choices is one of the
fundamental indicators of an effective health promotion campaign.
How the campaign would have been made more effective.
Since mass media has over time proven itself a powerful tool in health
promotion and awareness campaigns, then the inclusion of multiple mass media
channels such as the use of radio would make future campaigns much more
effective. Moreover, there is a need for formative research or prior needs
assessment before setting out on a health promotion campaign. The research will
make the organizers come up with informed decisions and strategies necessary for
effective execution of a campaign.
C) Conclusion and Recommendations
Recommendations
There is no doubt the campaign was one of the most successful despite
there being a few hitches. This paper suggests a strategic choice of communication
media during such campaigns in future. Although the choice of television, posters
and social media were perfect set, there ought to have been radio commercials on
the list. Adverts placed in between popular music programmes in radio stations are
likely to reach out to 65% of the millennial generation that prefers audio
entertainment over audio-visual entertainment (Chaintarli et al. 2016). The
significance of the use of female condoms cannot be underscored in the war against
STIs. Although the campaign greatly missed out on this, the future campaigns can
be made more effective by emphasizing the pertinence of both male and female
condoms in equal measures. Lastly, this document recommends extensive research
to be conducted on a given campaign to establish the needs of the consumer
audience and the type of media to be used. The intelligence gathered will act as a
yardstick in formulation and execution of campaign strategies thus avoid costly
errors and or omissions during the course.
Conclusion
Public health campaigns encompass the provision of activities that enhance
population health. These activities guide the target audience in making plausible

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decisions about their health, refrain from health-risky practices and enhance or
maintain their current levels of healthy practices. Like any other health awareness
campaign, the ‘Protects against STIs’ awareness campaign sought to inspire healthy
practices by encouraging the sexually active young populace to use condoms. To
achieve this ambitious goal the campaign based its approach on three theoretical
frameworks namely the transtheoretical model, the theory of reason action and the
health belief model. The campaign relied on television, social media, posters, leaflets
and clinics to reach the target audience. Although the omission of radio as part of the
mass media channels bore significant negative consequences towards the overall
effectiveness of the campaign, the selected media nonetheless, had a huge impact
on the overall success of the campaign. It is clear from the evidence that the media
can be a compelling instrument in wellbeing promotions, given the suitable
circumstances and conditions (Ahlbom 2017). Similar campaighns can be made
more effective in future through reconnaissance studies to establish the baseline
parameters and formulate all-inclusive strategies. This paper acknowledges that the
impact of the campaign is still significant and with further improvements in future
similar campaigns, the effect could be much greater.

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