Increasing Condom Use and STI Testing: Creating a Behaviourally Informed Sexual Healthcare Campaign Using the COM-B Model of Behaviour Change

Abstract

Sexually transmitted infections (STIs) are a major public health challenge. Although theoretically informed public health campaigns are more effective for changing behaviour, there is little evidence of their use when campaigns are commissioned to the commercial sector. This study describes the implementation of the COM-B model to a sexual health campaign that brought together expertise from academics, sexual healthcare, and marketing and creative professionals. Insights were gathered following a review of the relevant academic literature. Barriers and facilitators to condom use and STI testing were explored with the use of the COM-B model and the Behaviour Change Wheel in a workshop attended by academics, behavioural scientists, healthcare experts and creative designers. Feedback on the creative execution of the campaign was obtained from healthcare experts and via surveys. Barriers to psychological capability, automatic and reflective motivation, and social opportunity were identified as targets for the campaign, and creative solutions to these barriers were collaboratively devised. The final sexual health campaign was rated positively in its ability to change attitudes and intentions regarding the use of condoms and STI testing. This study describes the implementation of the COM-B model of behaviour change to a public sexual health campaign that brought together academics, public and commercial sector expertise. The barriers and facilitators identified in this collaborative process represent potential targets for future public health communication campaigns.

Barriers and facilitators to viral hepatitis testing in Uzbekistan: scoping qualitative study among key stakeholders, healthcare workers, and the general population

“…Its relative simplicity makes it particularly useful for creating actionable strategies in public health settings. The COM-B model draws on multiple different frameworks of behaviour change and has proven utility across various health topics such as vaccination [ 16 – 18 ], testing and screening [ 19 , 20 ], including HCV testing [ 21 ], and adherence to treatment [ 22 , 23 ].…”

Design of a New Coating Agent Based on Graphene Oxide and Antimicrobial/Spermicidal Peptide (Sarcotoxin Pd) for Condom Coating: New Strategy for Prevention of Unplanned Pregnancy and Sexually Transmitted Infections

“…On the other hand, spermicide-coating condoms are used for effective pregnancy and STIs prevention [20]. Studies showed that spermicide condoms are ~99% effective in preventing pregnancy [21,22]. Nonoxynol-9 (N-9) is known as the main spermicide.…”

Evaluating the Home-based Intervention Strategy (HIS-UK) to reduce new chlamydia infection among young men aged 16-25 years by promoting correct and consistent condom use: Findings from a randomised controlled trial

“…Challenges include poor-quality trials and a failure to accurately identify or describe the active components or behaviour change techniques, thus limiting the ability of studies to guide future intervention development. However, emerging evidence suggests that brief behavioural interventions incorporating identi able and evidence-based components can be used to effectively reduce STI acquisition [3,[15][16][17][18][19][20].…”