This document summarizes the results of a social advertising campaign in St. Petersburg, Russia aimed at raising awareness of HIV prevention among young people. Some key results were: - After 9 months, calls to NGO hotlines and anonymous HIV testing visits increased by 25% and 30% respectively. Visits to the AIDS Centre website grew by 44.7%. - A 2017 survey of students found 63% thought ads could impact behavior and 48% said ads made them reconsider their actions. It also showed a need for more credible, emotive ads about HIV testing options. - Following new ads in 2017, the AIDS Centre website visits increased by 221.9% in the first 4 months among 18-35 year olds

1. Impact of social advertising on building
responsible behaviors among young
people
Ekaterina Poilova
St. Petersburg City AIDS Centre

2. Social advertising on HIV prevention
«Protect your loved ones»
Start: April 2016
• SPb AIDS Centre
• Charity Fund “Humanitarian
Action”
• E.V.A. NGO
• Charity Fund ”Diaconia»
• Advertising agency ICU
With support from SPb State
Committee on Public Relations
and Mass Media

3. Social advertising as a tool to attract youth’s attention to HIV-
related problems and solutions
Key directions of the
messages have been
defined:
• 1. Call to undergo HIV
testing
• 2. Reduction of
discriminatory attitude to
PLWHs
• 3. Busting myths
connected to HIV
Slogans have been developed:
• Don’t guess but take a test
• Protect your loved ones and take a test
• Reduce the risk to zero and learn your
HIV status
• For this test you don’t need a high IQ
but just a head
• Group of risk for HIV is the topic for
everyone
• I know that HIV ≠ solitude
• I know that children living with HIV are
not dangerous for my children

4. Results of the campaign’s effectiveness after 9 months:
 Telephone calls to the hotlines of NGOs posted on materials grew
by 25% as compared to previous year
 Visits to the anonymous HIV testing at SPb AIDS Centre grew by
30%
 Visits to the website of the AIDS Centre grew by 44,7%, mean
annual proportion of new visitors made up 86,1%

5. Social advertising campaign in 2017
Sociological survey from 25.01.2017 to 01.02.2017 at students groups in social
networks

6. Results of the sociological survey. Social profile of the
respondents
According to the 5-point scoring scale a rating
of life priorities has been made:
family - 78%, health - 72%, love - 57%,
friendship - 48%, work - 31%,
entertainment - 13%.

7. Results of the sociological survey. Public opinions
Probability of advertisement’s impact on people’s
behavior:
63% find it probable
20% absolutely sure in it
48% thought about changing their behaviors after
watching an ad
32% are sure that social advertising cannot impact their
behavior
Qualities which social advertisement should
possess to be able to produce impact on the
audience:
• imagery and targeting effect
• credibility and realism
• comprehensiveness, preciseness, brevity
• emotions (positive moments, humour, kindness)

8. Results of the sociological survey.
Necessity to continue the social campaign
Where is it possible to have HIV test
taken anonymously and free of
charge?
70% don’t know or find it hard to reply
Is it necessary to undergo HIV testing?
31% think it is not necessary
28% think about taking a test in the
future
16% take test regularly
2,5% find the outdoor social
advertising not effective

9. Social advertising on HIV prevention “Plans for the day –
plans for the future”
In April 2017, based on outcomes of the
survey, new models for outdoor social
advertising were prepared. New
slogans were created.
After the first 4 months of the
campaign, the number of visits to the
website grew by 221,9% as compared
to the same period in 2016.
The share of young people aged 18 to
35 years old was 66,1%
According to the NGO, the number of
volunteers among young people who
are ready to participate at preventive
actions and rapid HIV testing campaigns
increased by 30%.

10. Use of the results of the sociological survey in making
social videos

11. Thank you for attention!