HIV testing campaigns often rely on a particularly strong emotion to motivate testing -- fear. The new PSI/Swaziland campaign also uses emotion to urge HIV testing. But the campaign bucks traditional fear appeals and instead employs a contrasting sentiment -- love.
The “Love Test” campaign targets couples, urging them to show their love for each other and test together. The initiative has been widely covered (click here to check out coverage on CNN ) and is making an impact in Swaziland. Since the “Love Test” campaign was introduced in April 2009, the number of couples testing has more than tripled, and overall testing has increased by 400% over the previous year.
The campaign also targets men specifically, reaching out to them in places where they congregate. The “Love Test” is even present at the ‘dipping tanks’ where men gather to disinfect their livestock. For more information on Swaziland’s “Love Test,” check out this video on youtube .
Guest blogger Beth Skorochod is a consultant in the HIV Department.