The campaign was developed around a concept brief to engage people living with HIV to talk with their doctor about the latest information about HIV treatment.
NAPWHA believes that new scientific understandings regarding the benefits of HIV treatments for people living with HIV and their partners is compelling information for our constituents.
The campaign encompassed general print media, outdoor billboards, and public transport placements across three major states of NSW, Queensland, and Victoria.
The release of the campaign was linked to NAPWHA’s recent work advocating for the adoption of national HIV treatment and prevention targets and our goal to mobilise the community to reach higher treatment maintenance targets to achieve better health outcomes across the PLHIV population.
The campaign aimed to mobilise people living with HIV to achieve better health outcomes through increased access to appropriate HIV treatments.
The campaign brief was informed by:
- ARCSHS HIV Futures Six survey
- 2011 ARCSHS Tracking Changes report
- Australian HIV Observational Database reports
- NAPWHA’s consultations with member representatives showing that:
There are indications that an individual’s knowledge about current HIV treatment advances is not consistently reviewed or renewed,
Past negative experiences or observations in terms of pill burden, or side effects and toxicities are still influencing many personal attitudes and beliefs behind a decision not to be currently treating,
S100 prescribers play a very important role in the lives of PLHIV , and especially about guiding a person’s decision making about initiating treatment
Assumptions are being made by S100 doctors about a patient’s perceived readiness to commence HIV treatment, and this especially relates to how clinicians assess risk factors for non-adherence
Optimal health outcomes for PLHIV will be supported by a detection of psychosocial and structural barriers facilitated in discussions between a doctor and their patient
The campaign objectives were:
- To encourage people living with HIV to become better informed about the benefits of HIV treatments for themselves and their partners
- To encourage people living with HIV to talk to their doctor about the latest information about HIV treatments and whether initiating HIV treatments would benefit them