Please login to the form below

Not currently logged in
Email:
Password:

Excellence in Patient/Consumer Health Programmes

Sponsored by

Back to results


Highly Commended

PRIME – Making HIV History

by 90TEN for 56 Dean Street


Summary of work

It is estimated that half of HIV cases in the UK are caught from people who have recently become HIV+, with men who have sex with men (MSM) most affected. The agency took a targeted approach aiming to reduce the spread of HIV by focusing on those with a >10% risk of becoming HIV+ in a year.

Following focus groups with MSM who were engaged in risky sexual practices, it was identified that this population were looking for emotional and educational support that was tailored to different lifestyles and that spoke to them in a non-judgmental way.

Accessing them through their mobiles was a key strategy as this group showed high levels of engagement with online mobile media for sexual purposes.

The solution was an intervention called PRIME that provided support to help users make better choices, delivered through mobile. It included five digital programmes based around different sexual behaviours so members could switch intervention as their lifestyle changed.

89% of users said that PRIME has helped them to stay HIV negative. In terms of outcomes, PRIME users saw a 94% fall in HIV infection risk, along with a >50% reduction in other sexually transmitted diseases.

Judges' comments

PRIME was an effective multichannel campaign that was really well thought through. It made great use of communications techniques and clearly had a very strong understanding of the audience it was targeting, which all led to an impressive number of people who were saved by the work.


Winner

Zookeeper Zoe Eye Check Storybook - by Red Consultancy for Boots Opticians


Highly commended

PRIME – Making HIV History - by 90TEN for 56 Dean Street



Sponsors

Behind the Judging: Communiqué Awards

Behind the Judging: Communiqué Awards
Find out what the chair of judges Anna Korving, senior judges Sarah Matthew and Annabelle Sandeman and previous award winners Paul Tanner, 90TEN and Emma Reynolds, Cohn & Wolfe; have to say on how the judging process works, what the judges focus on, tips on what helps and what distracts within an entry and get insights into how previous winners have created that stand out submission.