The last major Aids campaign was in the 1980s

It follows a continued rise in HIV infections across the UK over the past year.

Figures from the Health Protection Agency show 5,338 people were told they had the disease last year compared to 4,965 in 2001.

The last HIV public awareness campaign was in the late 1980s after the disease first emerged.

Fresh campaign

But a survey by ISIS Research suggests most specialists want a new campaign similar to that used 20 years ago.

A total of 57% of the 30 doctors questioned said the time had come for a fresh drive to increase awareness of HIV.

Any campaign that could potentially raise awareness would have a positive influence in helping to curtail any further progression in the number of HIV sufferers Rebecca Griffiths, ISIS Research

Just 7% said there was no need for a new campaign, while the reminder were undecided.

Many of these suggested a campaign may have little impact since many people being diagnosed with HIV are from abroad and have contracted the disease before arriving in the UK.

There has been a significant increase in the number of heterosexuals being infected abroad - especially in Africa.

Almost all of the specialists said they believed HIV is on the increase across the UK.

Rebecca Griffiths, a researcher at ISIS, said the findings made a strong case for a new campaign.

"With nearly all the doctors we interviewed citing an increase in cases of HIV in the past three years, any campaign that could potentially raise awareness would have a positive influence in helping to curtail any further progression in the number of HIV sufferers."

However, officials at Terrence Higgins said a 1980s style campaign would not be suitable now.

Colin Dixon, its director of national services, said: "The most important thing about the 'tombstone and iceberg' mass media campaign of the early 80s is that it happened when it did.

"The UK was ahead of the game and this contributed to the relatively small number of HIV infections in this country compared to the rest of Europe.

"The campaign did, however, use shock tactics which in our experience are not generally the most effective way to get appropriate messages across."

Over 41,000 people living in the UK are now believed to be HIV positive. One in three of these do not know they have the disease.

The Department of Health launched a campaign last year, which aimed to encourage more young people to wear condoms to protect themselves against HIV and other sexually transmitted infections.

Posters were displayed in bars and nightclubs and advertisements were placed in magazines, catering for 18 to 30 year olds backed up a website at playingsafely.co.uk.

A spokesman added: "The campaign is running in tandem with the department's ongoing sexual health and HIV promotion work.