Yay! Some fantastic exposure for AT1's HIV test in UK&I (sold as...

Yay! Some fantastic exposure for AT1's HIV test in UK&I (sold as Owen Mumford's brand 'Simplitude ByMe').

ITV is a British free-to-air television network (in competition with BBC Television). They have a 10am morning show - which ran a 15min chat with Dr Ranj Singh about HIV tests + treatments - in which he demo'd live the Simplitude ByMe self-test.

TV segment video (9m35sec): bit.ly/36ZR3QC

Dr Ranj is a NHS doctor + popular UK TV presenter, BAFTA winner etc. He has been an active participant in the HIV Prevention England (HPE) program - which is a nationally co-ordinated programme across NHS clinics, medical professionals, ad campaigns, online services, local work and policy work. Several UK celebrities, TV presenters etc have also been involved in the recent HIV Testing Week campaign (UK), which was by managed by this national org.

HIV Testing Week ads with his face have popped up on UK buses, social media channels + at the UK HIV Testing Week sites.




The ITV morning show had 15min segment, as this year's UK HIV testing week being v v successful - due to to a very popular UK TV mini-series (Its A Sin) which premiered last month on UK TV Channel 4 (and then streamed online) - the viewership for this show have been the highest in Channel 4's history (6.5m+ viewers across all its TV + online streams)

Result has been a huge uptick of HIV tests being ordered (via UK HIV programme, test providers, GPs, clinics etc)

The HIV charity Terrence Higgins Trust, (which oversees the HIV Prevention England programme), had to ask for 10,000 extra tests to keep up with demand (its unclear which brand this qty refers to but according to online info, the UK HIV prevention programme links to various test providers like Simplitude ByMe, BioSure, bioLytical etc (to supply variety of purchases via postal, OTCs and free kits)

A record number of people ordered HIV tests after watching It’s A Sin
_{https://www.dazeddigital.com/film-tv/article/51871/1/record-number-people-ordered-hiv-tests-after-watching-its-a-sin-olly-alexander}

People are ordering four times as many HIV tests thanks to the ‘It’s A Sin effect’
_{https://thetab.com/uk/2021/02/05/people-are-ordering-four-times-as-many-hiv-tests-thanks-to-the-its-a-sin-effect-194057?cmpredirect}

Its A Sin on Channel 4 inspires people to get tested for HIV
_{https://metro.co.uk/2021/02/05/its-a-sin-on-channel-4-inspires-people-to-get-tested-for-hiv-14028737/}

Olly Alexander says he’s “moved” to see record HIV tests following ‘It’s A Sin
<sub>https://www.nme.com/news/tv/olly-alexander-says-hes-moved-to-see-record-hiv-tests-following-its-a-sin-2873968

https://bestlifestylebuzz.com/celebrities/dr-ranj-takes-hiv-test-live-on-this-morning-after-its-a-sin-success/</sub>


It's A Sin - UK drama mini-series

The series is about a group of gay men who move to London in 1981. They form a friendship group but the fast developing HIV/AIDS crisis in the United Kingdom impacts their lives. Over five episodes the group are shown living through an entire decade until 1991, as they become determined to live fiercely despite the threat HIV poses to them

_{https://en.wikipedia.org/wiki/It%27s_a_Sin_(TV_series)
https://www.channel4.com/programmes/its-a-sin}

This CNN article is quite informative about how the TV show depicts the 1980 HIV/AIDS crisis and drawing some parallels to Covid19 virus) _{https://edition.cnn.com/2021/02/10/europe/hiv-aids-coronavirus-parallels-its-a-sin-intl/index.html}

The hit TV series is being syndicated across multiple countries now - which will help increase awareness around HIV tests + treatments (+ potentially beneficial in any geos where AT1's HIV test is sold, in my view)
Australia - Stan
USA - HBO Max
New Zealand - TVNZ
Canada - Amazon Prime Video
France - Canal+
South Korea - Watcha Play
Netherlands - Nederlandse Publieke Omroep
French-speaking Belgium - RTBF
Russia - Amediat