Research type 
Year of report 

Summary of findings



  • The response highlights the need for the campaign. The campaign objectives are apposite. The executions are received in a context where there is a clear need for cultural change.
  • However, the way in which the strategy has been executed is problematic: - The campaign can come across as a disparate set of materials and not a coherent campaign - Overall, it lacks a single-minded approach and message and can cause confusion as a result (e.g. in terms of what is trying to achieve).
  • To strengthen the campaign the following suggestions are made: - Finding a ‘consumer insight’ that encourages African people to reappraise their views and behaviour towards sex, safer sex, and HIV / AIDS - Using this insight to develop a clear, simple, single-minded and consistent message - Conveying this message via visuals, headlines, body copy and strapline - Finding a visual / creative device that captures attention and conveys an HIV / AIDS / safer sex message - Being tonally more direct in terms of visuals, headlines, and straplines - Having clearer, bolder headlines to reinforce the visual message - Ensuring that the strapline conveys a clear, compelling and motivating call to action Using the body copy to reinforce the message of the visual, headline and strapline (i.e. the body copy should not serve as the primary way to get the message across)

Research objectives


To test how well a sexual health advertising campaign (including press adverts, posters, and corresponding leaflets) targeting African people living in England, performed against the following strategic objectives:

  • To encourage people to consider safer sex as part of their personal strategy
  • To encourage people to consider it socially desirable to practice safer sex
  • To influence mechanisms that determine community norms and attitudes associated with practising safer sex.

Report Contents The report presents general findings concerning knowledge, attitudes and behaviour of Africans living in UK in relation to sexual behaviour. In particular it:

  • Looks at religious, cultural and political barriers to good sexual health.
  • Looks at ways in which respondents currently receive information on Sexual health and provides information on preferences in relation to information sources
  • Presents a response to stimulus materials used in the campaign together with recommendations for modification and development.



The report presents the findings of a qualitative study to test how well a sexual health advertising campaign (including press adverts, posters, and corresponding leaflets) targeting African people living in England performed against its strategic objectives.

Research participants


The study is based on 13 group discussions with African people.

  • Groups were conducted separately with men and women, and moderators were gender matched
  • The sample was selected by age (16-18, 19-25, 26-40, 40 and over), sexuality, HIV status, and language groups (with groups conducted in English, Amharic, Somali, French and Portuguese)
  • Groups included a mix of first and second generation African people.

5 mini groups were also conducted with religious leaders (Imams, Catholic Priests, Anglican Priests, Pentecostal Preachers, lay preachers).

Audience Summary





African community living in England



The group sample was also segmented by age (16-18, 19-25, 26-40, 40 and over)

Social Class


No segmentation by class


Data collection methodology

Focus groups

Other data collection methodology

  • Focus groups
  • Discussion groups
  • Mini groups

Sample size


13 group discussions and 13 mini-groups

Detailed region


London, Newcastle and Leeds

Fieldwork dates


Fieldwork was conducted in October and November 2005

Agree to publish





Moderate. Sensitivities around the danger of taking sections of research out of context, particularly concerning the behaviour or attitudes of Africans in relation to sexuality. However, methodology generally sound; see comments below.

Research agency

Opinion Leader Research in association with NAHIP (National African HIV Prevention programme), the Black Health Alliance, Agroni (a Black-led agency).

COI Number