In a recent study conducted by Terrence Higgins Trust, the prominent sexual health charity in the UK, in collaboration with YouGov, it has come to light that only a third of the British population possesses accurate knowledge about the transmission of HIV. This revelation comes at a significant juncture, coinciding with a pivotal plot point in the popular TV series EastEnders. The ongoing narrative involves Zack Hudson, portrayed by James Farrar, who learns from medical professionals that his effective HIV medication renders him non-contagious. Astonishingly, merely 36% of the respondents in the research were aware that individuals undergoing successful HIV treatment cannot transmit the virus.
This storyline in EastEnders, besides dispelling misconceptions, also addresses the possibility of having children while living with HIV. Zack and his partner Whitney Dean, played by Shona McGarty, are portrayed as embarking on this journey thanks to Zack’s undetectable viral load. It is noteworthy that less than half, only 47%, of the surveyed individuals accurately comprehended that someone living with HIV can have children who are HIV-negative.
The study further uncovers unsettling levels of HIV-related stigma, reflecting a mindset that seems to be entrenched in the 1980s when understanding of the virus was limited. Surprisingly, 42% of the participants expressed comfort with the idea of dating an individual with HIV, while 35% indicated being at ease with the notion of kissing someone who is HIV-positive.
Collaborating closely with EastEnders, the Terrence Higgins Trust team meticulously ensured the accuracy of the portrayal of living with HIV in the present day. The impact of this portrayal has been substantial, as the organization witnessed a 75% surge in website visitors following Zack’s on-screen HIV diagnosis. The most sought-after information pertained to HIV transmission, stages of infection, symptoms, and post-exposure prophylaxis.
Moreover, the research underscores that 21% of respondents learned about HIV through television and film, underscoring the significance of accurate representation in media. Dr. Kate Nambiar, Medical Director at Terrence Higgins Trust, emphasized the pivotal nature of Zack’s moment of understanding his undetectable status. This moment stands as a testament to the immense evolution in HIV understanding since the days of Mark Fowler’s diagnosis in the 1980s.
Dr. Nambiar noted, “Our new research shows just why this storyline is so important with low levels of knowledge resulting in high levels of stigma and discrimination. We hope that EastEnders’ millions of viewers watch the storyline, learn the facts and see that there is absolutely no reason not to kiss, date or have sex with people living with HIV.”
Terrence Higgins Trust’s ‘Can’t Pass It On’ campaign, designed to promote awareness about the progress in preventing HIV transmission, gains even more significance in light of these research findings. The study was conducted online by YouGov, surveying approximately 2,088 adults during August 1 and 2, with the data being representative of the entire UK adult population above the age of 18. This research sheds light on the urgent need for widespread HIV education to dispel misinformation and reduce stigma in society.