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Is Keir Starmer the new Elvis? How celebrity endorsements can shape public health

By Ivo Vlaev, Professor of Behavioural Science, Warwick Business School, University of Warwick

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 filmed receiving his polio vaccine on US television.

Do these high-profile gestures really change attitudes…

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