Sir Keir Starmer has become the first sitting UK prime minister to publicly take an HIV test to reduce stigma around Aids and encourage more people to get tested.
There are historical parallels. In 1956, when Elvis Presley, at the height of his fame, was photographed receiving the polio vaccine at CBS Studio 50.
Do these high-profile gestures really change attitudes and behaviour, or are they just headline-grabbing stunts?
A closer look at the behavioural science behind celebrity endorsements suggests that, under the right conditions, public demonstrations by famous figures can indeed shift social norms, reduce stigma and influence health outcomes. However, the effects depend a lot on the credibility of the endorser, the authenticity of the act and the presence of sustained, follow-up campaigns.
Elvis Presley’s polio jab is one of the most iconic examples of celebrity-led health campaigns. But many other well-known figures have encouraged the public to adopt protective health measures, from actors promoting annual flu jabs to footballers advocating organ donation drives.
The premise is that a celebrity’s endorsement can normalise certain behaviour by tapping into the principles of “social learning theory”, particularly observational learning. That is, when we see someone we admire or trust do something, we are more likely to follow suit.
In the 1950s, polio was a serious threat, capable of causing paralysis or death. After seeing images of Elvis rolling up his sleeve to receive the jab, many teenagers – previously sceptical or apathetic – became far more willing to accept the polio vaccine. That event is now hailed as a masterclass in leveraging popular culture to address a public health crisis.
A cornerstone of behavioural science is the recognition that who delivers a message can be as important as – or sometimes more important than – what the message contains. The so-called “messenger effect” highlights how we are often more persuaded by people we perceive to be credible, relatable or high status.
In the case of Elvis, he was already idolised by millions. He was the perfect conduit to promote vaccination among teenagers who might otherwise dismiss appeals from older authority figures.
Starmer occupies a different kind of influence. Supporters of the Labour party may see him as a trustworthy figure, while others could be sceptical of a politician’s motives. This underscores a key aspect of the messenger effect: if a large segment of the target audience views the figure as partisan or self-serving, the endorsement can backfire or simply fail to register.
Another powerful effect identified in behavioural science is social norms – our shared understandings of what is typical or appropriate – which strongly influence whether we take certain actions.
Stigma around HIV remains a major barrier to testing and treatment. Even though medical advances have changed the landscape of HIV/Aids care, many people still fear the societal consequences of a positive diagnosis. According to the UK Health Security Agency, around 5,000 people in the UK are unaware they are living with HIV, partly because they hesitate to test in the first place.
By publicly taking an HIV test, Starmer aimed to shift perceptions and normalise testing. In terms of social identity theory, seeing a prominent figure within the national community – especially one involved in shaping policies – undergo testing can communicate that “people like us” view HIV testing as a routine, responsible health measure. This may be particularly powerful for people who identify politically with Starmer or who respect his leadership position.
Despite the potential of celebrity or high-profile endorsements, behavioural science also points to authenticity as a vital ingredient. Audiences are more likely to change their behaviour if they believe the celebrity genuinely cares about the issue rather than simply seeking publicity. If endorsements are perceived as insincere or politically opportunistic, their effect can be muted or even counterproductive.
In Elvis’s case, he was known for engaging with young fans and had a track record of public good works, which helped bolster the sense that his polio vaccination was done for more than just a publicity boost.
For Starmer, sustaining the momentum beyond a single test – through continued advocacy, support of free testing programmes, and visibility in HIV-awareness campaigns – could reinforce the perception of a real commitment rather than a fleeting photo opportunity.
Website: International Conference on Infectious Diseases
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