We identified 45 studies that assessed the effectiveness of social marketing on behavioral factors, behavior change, and health outcomes related to HIV.
23 studies found changes in behavioral factors such as increased HIV risk perception; knowledge of HIV transmission and methods of prevention; self-efficacy to negotiate or use condoms, and perceived or actual availability of condoms.
31 studies found changes in behaviors such as increases in condom use, 47-80% reductions in needle sharing among people who inject drugs, and increases in HIV testing and STI consultation and treatment. There were also reductions in number of partners and sex with commercial partners.
13 studies found changes in health outcomes such as reductions of up to 64% in HIV prevalence and reductions in the prevalence and incidence of STIs such as gonorrhea, chlamydia, and syphilis.
Seven HIV studies had Social Marketing Benchmark Criteria scores of 6 or higher.
Click the button to download a PDF with summary results from the HIV studies included in the Social Marketing Evidence Base.
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