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BUILDING A CONDOM CULTURE AMONGST MSM IN NEW ZEALAND: A SOCIAL MARKETING APPROACH

BUILDING A CONDOM CULTURE AMONGST MSM IN NEW ZEALAND: A SOCIAL MARKETING APPROACH. Daemon Coyle, New Zealand AIDS Foundation. Rethinking prevention: 2009. Changing environment More people living with hiv Internet & hooking up Complacency

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BUILDING A CONDOM CULTURE AMONGST MSM IN NEW ZEALAND: A SOCIAL MARKETING APPROACH

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  1. BUILDING A CONDOM CULTURE AMONGST MSM IN NEW ZEALAND: A SOCIAL MARKETING APPROACH Daemon Coyle, New Zealand AIDS Foundation

  2. Rethinking prevention: 2009 • Changing environment • More people living with hiv • Internet & hooking up • Complacency • Information-only approach was having limited impact on behaviour

  3. What changed? 2009 and prior 2010-2013 Social marketing Strategy based on science, evidence & feedback Health promotion Decisions based on anecdote and opinion Long-term program with clear focus Short-term programs and multiple messages Focus on behaviour change Focus on knowledge and risk Targeted all gay & bi men “spray and pray” Targeting priority segments identified by behaviour & risk

  4. WHAT IS SOCIAL MARKETING? DEVELOPED IN 1970’S COMMERCIAL MARKETING PRINCIPLES ADAPTED TO SELL a BEHAVIOUR CHANGE that will benefit the target audience Segmentation based on psychographic profiles

  5. Knowledge & research • GAPSS (gay auckland periodic sex survey) • Goss (gay online sex survey) • Hiv epidemiology (otago) • Assorted local and international hiv prevention literature

  6. Target audiences • gay and bisexual men • Highly sexualised >20 sexual partners in six months • First timers • Regular condom users (around 60%) Saxton et al 2012

  7. Segmenting: first timeRS Gay and bi men <30 only age cohort with declining rate of condom use * Men who use condoms for first time anal sex are twice as likely to continue using condoms over the course of their lives ∆ *GAPPS/GOSS 2002-2008 ∆ Shafii et al 2004, Hughes et al 2007

  8. Segmenting: highly sexualised Highly sexualised men (those reporting 20 or more sexual partners in a 6-month period) were most likely not to use condoms for anal sex and least likely to have had a recent hiv test * *GOSS (GAY ONLINE SEX SURVEY)

  9. Segmenting: regular condom users 60% use condoms always or almost always 20% use condoms most or some of the time 20% use condoms rarely or never* *GAPPS/GOSS 2002-2008

  10. Program Knowledge & research • UMR MARKET RESEARCH & MEDIA USE (2012) • Impact evaluations, e.g.: • Big gay out (2012) • Love life fono (2011) • Pacific voices (2011) • Literature reviews: • Anal sex video (2011) • Creative development Audience testing (2012, 2011, 2010) • Shore get it on! evaluation (2013)

  11. WHAT IS SOCIAL MARKETING? Product Price Place Promotion Policy partnerships

  12. Behaviour change goal: Increase rates of condom use for anal sex between men Product Price Place Promotion Policy partnerships

  13. GET IT ON! Channels

  14. Personality and tone of voice • What do they talk about? • Condoms • Sex • Dating • Love • Fun • Who is get it on!? • male • Gay • Youthful • Unpretentious • Pro-Sex • Fun • Savvy • Urban • Sexy and desirable • Edgy

  15. Program evolution 2009 - 2010: establishing the brand

  16. Engagement strategy Get it On! 2013 Get it On! 2011 Get it On! 2012 Belong (WE) Community (YOU) Play together (US) Re-Engage Deliver Together Enjoy life

  17. Program evolution

  18. 2011: Roll Out

  19. 2012: inspiring a movement

  20. http://www.getiton.co.nz/great-sex-safe-sex/how-to-have-anal-sex/http://www.getiton.co.nz/great-sex-safe-sex/how-to-have-anal-sex/

  21. 2013: playing together

  22. 2013: playing together

  23. Online

  24. Get it On! Big gay out

  25. metrics INITIATED SEO LAUNCHED MOBILE SITE LAUNCHED ‘HOW-TO’ VIDEOS

  26. metrics

  27. metrics Mass media impressions jul - dec 2012 • PRINT MEDIA: 102,780 • ONLINE ads: 2,320,000 • Mobile apps: 7,036,000 • Google ads: 354,000 • Outdoor media: 1,535,000

  28. metrics Events jul - dec 2012 • events targeting gay/bi men: 31 • Reach: 45,000 • Collateral distributed (at events): 7384 • Condoms distributed (at events): 60,000

  29. metrics Events jul - dec 2012 • events targeting gay/bi men: 31 • Reach: 45,000 • Collateral distributed (at events): 7384 • Condoms distributed (at events): 60,000

  30. metrics 06 07 08 09 11 12 2005 2010

  31. Hiv diagnoses in msm 97 98 99 01 02 03 04 06 07 08 09 11 12 2000 2005 2010 Data provided by AIDS Epidemiology Group, Department of Preventative and Social Medicine, University of Otago, 2012

  32. Challenges • Conservative Media gatekeepers • Barebacking trends • Condoms becoming a lower priority in other prevention programmes • funding

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