[INSERT ORGANISATION NAME] Media Evaluation Report European HIV Testing Week 2014 [INSERT COUNTRY]

Contents SectionSlide number Introduction and report aim3 Coverage overview4 Key headlines5 Key Tweets6 Detailed media coverage overview Media type Target audience Key media messages Tone of coverage Spokesperson use 7 Conclusion and recommendations14

Introduction and report aim INTRODUCTION On [INSERT DATE], [INSERT ORGANISATION NAME] announced its participation in European HIV Testing Week 2014 to raise awareness of the importance of HIV testing in [INSERT COUNTRY] REPORT AIM This report provides an in-depth analysis of the coverage, which emerged as a result of targeted outreach to [INSERT MEDIA TYPE e.g. NATIONAL MEDIA/ GAY MEDIA] INSERT ADDITIONAL INFORMATION ABOUT TESTING WEEK ACTIVITIES CARRIED OUT BY YOUR ORGANISATION

Coverage overview x[INSERT NUMBER] Audience reach generated from media coverage [INSERT PERCENTAGE] Articles included at least one spokesperson quote [INSERT NUMBER] Audience reach generated from Twitter INSERT FIGURES ABOVE WHERE ABLE AND DELETE ANY ITEM THAT IS NOT RELEVANT TO YOUR CAMPAIGN Articles in print x[INSERT NUMBER] Radio broadcasts x[INSERT NUMBER] Online articles x[INSERT NUMBER] Television broadcasts Total pieces of coverage including… x[INSERT NUMBER]

INSERT PUBLICATION LOGO/TITLE FOLLOWED BY HEADLINE – EXAMPLE BELOW Key headlines

INSERT IMAGE OF KEY TWEETS REPORTING YOUR ACTIVITIES – EXAMPLE BELOW Key Tweets

Detailed media coverage overview PLEASE NOTE ALL GRAPHS HAVE BEEN DEVELOPED FOR ILLUSTRATIVE PURPOSES ONLY. PLEASE INSERT DATA FROM YOUR ORGANISATION’S MEDIA MONITORING SPREADSHEET

Media outreach was conducted to [INSERT MEDIA TYPE], resulting in a total of [INSERT TOTAL] articles The majority of articles were published in [INSERT MEDIA TYPE] publications Media type

The majority of coverage reached [INSERT AUDIENCE] [INSERT PERCENTAGE] of coverage also reached [INSERT AUDIENCE] Target audience Number of articles

[INSERT NUMBER] key messages were communicated through [INSERT ORGANISATION]’s campaign KM % of the 2.3 million people living with HIV in Europe are unaware that they are HIV positive KM2. 50% of those who are tested positive are diagnosed late, delaying access to treatment KM3. When people are diagnosed with HIV late they are less likely to respond well to treatment and more likely to suffer with health complications KM4. Self-stigma associated with HIV, reinforced by societal stigma, can prevent people from getting tested CHOOSE FOUR OR MORE KEY MESSAGES THAT YOU WOULD WANT INCLUDED IN ANY COVERAGE AHEAD OF YOUR CAMPAIGN Key media messages FOUR EXAMPLES GIVEN BELOW

[INSERT PERCENTAGE] of the coverage included two or more key messages INSERT CHART TO SHOW HOW OFTEN THE KEY MESSAGES WERE INCLUDED IN ANY COVERAGE – EXAMPLE BELOW Key media penetration

[INSERT PERCENTAGE] of coverage was either positive or neutral in tone Notably, [INSERT PERCENTAGE] of coverage was negative in tone [INSERT ANY ADDITIONAL COMMENTS ON TONE AND ANALYSIS] Tone of Coverage

[INSERT PERCENTAGE] of coverage included a spokesperson quote Spokesperson use

Conclusion and recommendations

[INSERT NUMBER] articles discussed [INSERT ORGANISATON NAME] campaign for HIV Testing Week in [COUNTRY] [COMMENT ON WHAT WORKED WELL IN YOUR CAMPAIGN] [COMMENT ON WHAT YOU WOULD DO DIFFERENTLY IN THE FUTURE/ WHAT WOULD HAVE BEEN HELPFUL] Conclusion and recommendations