Projects
The Sexual Health Promotion Service undertakes a range of projects and initiatives to raise awareness of issues such as HIV and other sexually transmitted infections, teenage pregnancy, safer sex, etc.
The Sexual Health Promotion Service undertakes a range of projects and initiatives to raise awareness of issues such as HIV and other sexually transmitted infections, teenage pregnancy, safer sex, etc.
with African Communities
Project Case Study: ‘Steps2Health’
Despite varying interventions, the numbers of people living with HIV in Birmingham continues to grow. The rate of increase in the Black African community is growing at a greater rate than in any other group.
The Heart of Birmingham Teaching NHS Primary Care Trust (HoBtPCT) provides health care services for around 300,000 people, seven out of ten of whom are Black or Asian. An alarming rise in sexually-transmitted infections (STIs) in the region shows that people are prepared to take risks with their sexual health yet many in the Black African community are reluctant to pick up sexual health information leaflets due to the overwhelming number available and the stigma associated with HIV.
In order to help slow this increase in new HIV infections and to help reach the ‘at risk’ Black African communities with sexual health information, a new and innovative campaign and resource was needed.
Objectives
To increase the number of people accessing HIV information in Black African communities in Birmingham.
To raise awareness of the health issues around HIV amongst Black African communities in Birmingham and
secure media coverage.
To provide initiatives that would mobilise Black African communities in Birmingham to actively seek out
information on HIV.
To encourage those ‘at risk’ to test for HIV.
TacticsThe Sexual Health Promotion Service worked with a national media and PR company 90TEN to bring HIV awareness directly to the at risk communities by using materials and events that were designed to appeal to Black African culture. The campaign theme ‘Steps2Health’ provided an inspirational and empowering message and allowed a tie-in with the cultural traditions of dance and music.
90TEN supported us in the design and launch of a new website, www.steps2health.org.uk, to target the city’s Black African population and break many of the taboos surrounding HIV in this community. The website was branded and designed with colours which appealed to the African community and could be used in materials promoting the site. As well as information about HIV, the website was the first of its kind to contain a short online questionnaire which allowed assessment of HIV risk and encouraged those at risk to test.
To mark the launch of the site, World AIDS Day was used as a news hook and a massive balloon launch (using balloons printed with the website URL) took place outside Birmingham Cathedral. A candlelight vigil was taking place in the cathedral to mark World AIDS Day and the press attention for these events ensured coverage promoting the new site. Dr John Sentamu, previously Bishop of Birmingham, now Archbishop of York, also provided a supporting statement in a press release to add further weight to the campaign.
To promote this service, innovative ways of distributing materials within the community were used. In place of information leaflets, promotional materials were distributed using CDs. The CD contained music from Gfmradio.com, an internet radio station providing African and Caribbean music. This added incentive helped to further circulate the HIV awareness message.
To ensure wide spread distribution of the campaign messages, the launch was followed up with a community event, featuring African fashion, music and dance from African community groups in and around the Birmingham area.
The event celebrated African culture and gave an important health message aiming to reducing the stigma associated with HIV. The Sexual Health Promotion Service worked in conjunction with Terrence Higgins Trust and African Community Council for the Regions to plan and facilitate this event.
Results and Evaluation
Just one month after launch, steps2health.org.uk had received 7581 hits. Over 21% of those hits remained on the site for 5 minutes or more providing ample time to take the questionnaire and access HIV information. The balloon launch provided coverage in print and online (from local press to BBC) and radio interviews provide more information on HIV and sexual health. Further coverage of the community event promoted the site while attracting a huge audience for the dissemination of HIV information.
14+ items of coverage including print, online and radio
Over 200 attending the community event
5000 CDs distributed containing information on HIV
7581 hits on steps2health in the first month alone
To have a look at the website for yourself please log on to www.steps2health.org.uk