Effect of a clinic-wide social marketing campaign to improve adherence to antiretroviral therapy for HIV infection

AIDS Behav. 2013 Jan;17(1):104-12. doi: 10.1007/s10461-012-0295-x.


This demonstration study tested the impact of a 5-month clinic-wide social marketing campaign at improving adherence to antiretroviral therapy (ART). The intervention included a video, posters, pens, mugs, and lapel buttons with the campaign slogan "Live the Solution: Take Your Pills Every Day." Participants self-reported adherence over a 4-week interval, the primary outcome, with a visual analogue scale. Pre- and post-intervention surveys were completed by 141 participants. Adherence did not change over time (absolute mean change -2.02 %, paired t test P = 0.39). Among the 39.7 % of participants who correctly identified the campaign slogan on the post-intervention survey, adherence increased by 3.3 %, while it decreased in the other participants by 5.5 % (paired t test P = 0.07). The well-received campaign did not increase short-term adherence to ART, but adherence tended to increase in participants who were more engaged with the intervention. Future interventions should engage patients more completely and have a more potent effect on adherence.

Publication types

  • Research Support, N.I.H., Extramural

MeSH terms

  • Adolescent
  • Adult
  • Ambulatory Care Facilities
  • Anti-HIV Agents / therapeutic use*
  • Clinical Trials as Topic
  • Female
  • HIV Infections / drug therapy*
  • Health Promotion / methods*
  • Humans
  • Intention
  • Male
  • Medication Adherence*
  • Middle Aged
  • Multivariate Analysis
  • Self Efficacy
  • Social Marketing*
  • Video Recording
  • Young Adult


  • Anti-HIV Agents