There are six constructs in the Health Belief Model. Each construct can be applied to the a public health campaign focused on HIV.
The first construct is perceived susceptibility. This may be applied by determining how likely people think they are to contract HIV. In perceived severity, consideration would be given to how severe people think HIV would be if they contracted the disease.
If someone is considering treatment for HIV, one of the things that may come into consideration is their perceived benefits from that treatment, in other words, their perception of how effective the actions or treatments might be in limiting or curing the disease. Some people may view the high cost of HIV medication as a perceived barrier; other barriers might be unpleasantness, danger or time consumed.
When members of the population recognize enough "stimulus needed to trigger the decision-making process" and decide to take part in an HIV treatment program, the various kinds of stimulus are the cue to action. Finally, once a person believes in their confidence and ability to take part in an HIV treatment program successfully, they illustrate self-efficacy.