{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,10,22]],"date-time":"2026-10-22T23:51:13Z","timestamp":1792713073479,"version":"4.5.0"},"reference-count":52,"publisher":"SAGE Publications","issue":"3","license":[{"start":{"date-parts":[[2020,9,19]],"date-time":"2020-09-19T00:00:00Z","timestamp":1600473600000},"content-version":"unspecified","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100000265","name":"Medical Research Council","doi-asserted-by":"publisher","award":["MC_UU_12017\/11"],"award-info":[{"award-number":["MC_UU_12017\/11"]}],"id":[{"id":"10.13039\/501100000265","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/501100000265","name":"Medical Research Council","doi-asserted-by":"publisher","award":["MC_UU_12017\/12"],"award-info":[{"award-number":["MC_UU_12017\/12"]}],"id":[{"id":"10.13039\/501100000265","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/100010526","name":"NHS Greater Glasgow and Clyde","doi-asserted-by":"publisher","id":[{"id":"10.13039\/100010526","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/501100000589","name":"Chief Scientist Office","doi-asserted-by":"publisher","award":["SPHSU11"],"award-info":[{"award-number":["SPHSU11"]}],"id":[{"id":"10.13039\/501100000589","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/501100000589","name":"Chief Scientist Office","doi-asserted-by":"publisher","award":["SPHSU12"],"award-info":[{"award-number":["SPHSU12"]}],"id":[{"id":"10.13039\/501100000589","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":["journals.sagepub.com"],"crossmark-restriction":true},"short-container-title":["Health (London)"],"published-print":{"date-parts":[[2022,5]]},"abstract":"<jats:p>Mass media and communication interventions can play a role in increasing HIV testing among gay, bisexual and other men who have sex with men (GBMSM). Despite the key role of social marketing principles and visual design within intervention development of this type, evidence is limited regarding interventions\u2019 social marketing mix or visual design. As part of a systematic review, intervention content was assessed using social marketing theory and social semiotics. Data were extracted on the nature of the intervention, mode of delivery, use of imagery, content and tone and the eight key characteristics of social marketing. Data were synthesised narratively. Across the 19 included studies, reference to social marketing principles was often superficial. Common design features were identified across the interventions, regardless of effectiveness, including: the use of actors inferred to be GBMSM; use of \u2018naked\u2019 and sexually explicit imagery; and the use of text framed as statements or instructions. Our results suggest that effective interventions tended to use multiple modes of delivery, indicating high social marketing complexity. However, this is only part of intervention development, and social marketing principles are key to driving the development process. We identified consistent aspects of intervention design, but were unable to determine whether this is based on evidence of effectiveness or a lack of originality in intervention design. An openness to novel ideas in design and delivery is key to ensuring that evidence-informed interventions are effective for target populations.<\/jats:p>","DOI":"10.1177\/1363459320954237","type":"journal-article","created":{"date-parts":[[2020,9,19]],"date-time":"2020-09-19T06:58:28Z","timestamp":1600498708000},"page":"338-360","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":11,"title":["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"],"prefix":"10.1177","volume":"26","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-8084-4566","authenticated-orcid":false,"given":"Julie","family":"Riddell","sequence":"first","affiliation":[{"name":"University of Glasgow, UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Gemma","family":"Teal","sequence":"additional","affiliation":[{"name":"The Glasgow School of Art, UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Paul","family":"Flowers","sequence":"additional","affiliation":[{"name":"University of Strathclyde, UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Nicola","family":"Boydell","sequence":"additional","affiliation":[{"name":"University of Edinburgh, UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Nicky","family":"Coia","sequence":"additional","affiliation":[{"name":"NHS Greater Glasgow and Clyde, UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Lisa","family":"McDaid","sequence":"additional","affiliation":[{"name":"University of Glasgow, UK"},{"name":"The University of Queensland, Australia"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"179","published-online":{"date-parts":[[2020,9,19]]},"reference":[{"key":"bibr1-1363459320954237","doi-asserted-by":"publisher","DOI":"10.1371\/journal.pone.0010448"},{"key":"bibr2-1363459320954237","doi-asserted-by":"crossref","first-page":"7","DOI":"10.1111\/hiv.12119_2","volume":"15","author":"Brady M","year":"2014","journal-title":"HIV Medicine"},{"key":"bibr3-1363459320954237","unstructured":"Carmona C, O\u2019Rourke D (2015) HIV testing: Increasing uptake among people who may have undiagnosed HIV: Evidence review on: The most effective ways to increase the uptake of HIV testing to reduce undiagnosed HIV among people who may have been exposed to it. In: guidelines N (ed.). London: NICE."},{"key":"bibr4-1363459320954237","doi-asserted-by":"publisher","DOI":"10.1080\/09540120902730013"},{"key":"bibr5-1363459320954237","doi-asserted-by":"publisher","DOI":"10.4135\/9781412985833"},{"key":"bibr6-1363459320954237","first-page":"956462417746897","author":"Clutterbuck D","year":"2018","journal-title":"International journal of STD & AIDS"},{"key":"bibr7-1363459320954237","doi-asserted-by":"publisher","DOI":"10.1177\/1357633X16639186"},{"key":"bibr8-1363459320954237","doi-asserted-by":"publisher","DOI":"10.1093\/eurpub\/ckp231"},{"key":"bibr9-1363459320954237","doi-asserted-by":"publisher","DOI":"10.1007\/s10508-017-0950-4"},{"key":"bibr10-1363459320954237","doi-asserted-by":"publisher","DOI":"10.1353\/hpu.0.0189"},{"key":"bibr11-1363459320954237","doi-asserted-by":"publisher","DOI":"10.1136\/bmj.332.7551.1207-a"},{"key":"bibr12-1363459320954237","doi-asserted-by":"publisher","DOI":"10.1093\/heapol\/czw088"},{"key":"bibr13-1363459320954237","doi-asserted-by":"publisher","DOI":"10.1111\/j.1468-1293.2012.01041.x"},{"key":"bibr14-1363459320954237","unstructured":"Flowers P, Laidlaw R, Riddell J, et al. (Forthcoming) Integrating diverse analyses for intervention development: A mass media intervention to increase appropriate HIV testing amongst gay men and other men who have sex with men."},{"key":"bibr15-1363459320954237","doi-asserted-by":"publisher","DOI":"10.1186\/1471-2458-13-737"},{"key":"bibr16-1363459320954237","doi-asserted-by":"crossref","first-page":"704","DOI":"10.1111\/bjhp.12377","volume":"24","author":"Flowers P","year":"2019","journal-title":"British Journal of Health Psychology"},{"key":"bibr17-1363459320954237","doi-asserted-by":"publisher","DOI":"10.1097\/QAD.0000000000000001"},{"key":"bibr18-1363459320954237","doi-asserted-by":"publisher","DOI":"10.1136\/jech.2008.077099"},{"key":"bibr19-1363459320954237","volume-title":"Social Marketing: Why Should the Devil have all the Best Tunes?","author":"Hastings G","year":"2007"},{"key":"bibr20-1363459320954237","doi-asserted-by":"publisher","DOI":"10.1136\/sextrans-2014-051598"},{"key":"bibr21-1363459320954237","volume-title":"HIV Wake-Up Campaign Evaluation","author":"Hilliam A","year":"2011"},{"key":"bibr22-1363459320954237","doi-asserted-by":"publisher","DOI":"10.1371\/journal.pone.0046252"},{"key":"bibr23-1363459320954237","first-page":"54","volume":"16","author":"James C","year":"2015","journal-title":"HIV Medicine"},{"key":"bibr24-1363459320954237","volume-title":"The Routledge Handbook of Multimodal Analysis","author":"Jewitt C","year":"2009"},{"key":"bibr25-1363459320954237","first-page":"156","volume-title":"Handbook of Visual Analysis","volume":"134","author":"Jewitt C","year":"2001"},{"key":"bibr26-1363459320954237","volume-title":"The Handbook of Visual Analysis","author":"Jewitt C","year":"2004"},{"key":"bibr27-1363459320954237","volume-title":"Reading Images: The Grammar of Visual Design","author":"Kress GR","year":"1996"},{"key":"bibr28-1363459320954237","doi-asserted-by":"publisher","DOI":"10.1111\/bjhp.12461"},{"key":"bibr29-1363459320954237","volume-title":"Social Marketing: Influencing Behaviors for Good","author":"Lee NR","year":"2011"},{"key":"bibr30-1363459320954237","doi-asserted-by":"publisher","DOI":"10.1007\/s10461-017-1752-3"},{"key":"bibr31-1363459320954237","doi-asserted-by":"publisher","DOI":"10.1136\/bmj.d6016"},{"key":"bibr32-1363459320954237","doi-asserted-by":"publisher","DOI":"10.1007\/s10461-019-02507-7"},{"key":"bibr33-1363459320954237","doi-asserted-by":"publisher","DOI":"10.1111\/hiv.12373"},{"key":"bibr34-1363459320954237","doi-asserted-by":"publisher","DOI":"10.1080\/09540120220123766"},{"key":"bibr35-1363459320954237","doi-asserted-by":"publisher","DOI":"10.1097\/QAD.0b013e32834dcec9"},{"key":"bibr36-1363459320954237","volume-title":"Progress Towards Ending the HIV Epidemic in the United Kingdom: 2018 Report","author":"Nash S","year":"2018"},{"key":"bibr37-1363459320954237","doi-asserted-by":"publisher","DOI":"10.1037\/0033-2909.133.4.673"},{"key":"bibr38-1363459320954237","doi-asserted-by":"publisher","DOI":"10.1080\/09540121.2018.1533631"},{"key":"bibr39-1363459320954237","doi-asserted-by":"publisher","DOI":"10.1097\/OLQ.0b013e318255df06"},{"key":"bibr40-1363459320954237","doi-asserted-by":"publisher","DOI":"10.1080\/10410236.2015.1040983"},{"key":"bibr41-1363459320954237","volume-title":"Visual Methodologies: An Introduction to Researching with Visual Materials","author":"Rose G","year":"2016"},{"key":"bibr42-1363459320954237","author":"Ross J","year":"2014","journal-title":"BASHH recommendations for testing for sexually transmitted infections in men who have sex with men"},{"key":"bibr43-1363459320954237","doi-asserted-by":"publisher","DOI":"10.1007\/s10461-015-1277-6"},{"key":"bibr44-1363459320954237","doi-asserted-by":"publisher","DOI":"10.1108\/09654280710731548"},{"key":"bibr45-1363459320954237","doi-asserted-by":"publisher","DOI":"10.1093\/cid\/ciw171"},{"key":"bibr46-1363459320954237","unstructured":"Teal G, Mcara M, Riddell J, et al. 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