Mass media and communication interventions to increase HIV testing among gay and other men who have sex with men: Social marketing and visual design component analysis
- Submitting institution
-
Glasgow School of Art
- Unit of assessment
- 32 - Art and Design: History, Practice and Theory
- Output identifier
- 7456
- Type
- D - Journal article
- DOI
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10.1177/1363459320954237
- Title of journal
- Health: An Interdisciplinary Journal for the Social Study of Health, Illness and Medicine
- Article number
- -
- First page
- 0
- Volume
- 0
- Issue
- -
- ISSN
- 1363-4593
- Open access status
- Out of scope for open access requirements
- Month of publication
- September
- Year of publication
- 2020
- URL
-
-
- Supplementary information
-
-
- Request cross-referral to
- -
- Output has been delayed by COVID-19
- No
- COVID-19 affected output statement
- -
- Forensic science
- No
- Criminology
- No
- Interdisciplinary
- Yes
- Number of additional authors
-
5
- Research group(s)
-
-
- Proposed double-weighted
- No
- Reserve for an output with double weighting
- No
- Additional information
- Teal’s role was to devise a consistent, systematic and multimodal approach to deconstructing social marketing campaign visuals using descriptive dimensions. This aimed to enable the identification of patterns within the visual design and, in doing so, assess the effectiveness of encouraging men who have sex with men (MSM) to undertake regular HIV testing.
Teal conducted a comprehensive review of relevant art and design theory relating to social semiotics. A key reference (Kress and Van Leeuwen, 1996) provided a systematic approach to deconstructing imagery and specifically sexual health campaign visuals (Jewitt and Oyama, 2001). The approach was adapted by Teal to consider the social context of viewing (Clarke 2005; Rose, 2016) - technical descriptions (e.g. chosen medium, style) and video materials - translated into a novel data extraction tool to enable systematic comparison. In addition, the campaigns were analysed using social marketing and behaviour change theories to understand any further relevant patterns. The review found that most studies reporting results indicative of behaviour change used visuals with actors that were suggested to represent the target audience explicitly or inferred to be MSM. All but one effective intervention used naked or sexually explicit imagery, implying homogeneity within the target population and supporting significant stereotyping of MSM, which would be unlikely to be acceptable if employed with other populations.
A subsequent Chief Scientist Office funded project used the systematic review evidence to develop a brief for a social marketing campaign to encourage MSM to undertake regular HIV testing. Co- Design approaches (led by Co-I Teal) involved MSM in the design process and validated the evidence to determine both the relevance to the intended audience and local context, addressing an identified limitation of the preceding project. The campaign brief was subsequently used to inform the commissioning of a social marketing campaign.
- Author contribution statement
- -
- Non-English
- No
- English abstract
- -
