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Going forward: results, reflections and recommendations from the MSM testing blitz Ken English

Going forward: results, reflections and recommendations from the MSM testing blitz Ken English AIDS Bureau, MOHLTC. What prompted this campaign?. MSM are disproportionately a ffected by HIV. Estimated 20% of MSM have HIV but are u ndiagnosed. Syphilis incidence is on the rise.

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Going forward: results, reflections and recommendations from the MSM testing blitz Ken English

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  1. Going forward: results, reflections and recommendationsfrom the MSM testing blitz • Ken English • AIDS Bureau, MOHLTC

  2. What prompted this campaign? MSM are disproportionately affected by HIV Estimated 20% of MSM have HIV but are undiagnosed Syphilis incidence is on the rise

  3. What was the intent of the campaign? 1 3 2 Heighten Awareness Improve Knowledge

  4. What were the key messages? 1 2 3 4 5 Unprotected anal intercourse with an HIV positive partner or a partner of unknown status is a high risk activity Seroconversion symptoms such as fever, night sweats, or body rash may be a sign of a recent HIV infection An accurate HIV test result may take up to three months, however early testing technologies are available Syphilis infection has been on the rise among MSM so HIV testing should include syphilis testing Having a STI facilitates HIV transmission

  5. What was the campaign strategy? 1 + + 2 + 3 4 +

  6. What about the campaign creative?

  7. Campaign evaluation… WE ASKED Did the campaign attract high-risk MSM to get tested for HIV? Did awareness of HIV and syphilis symptoms, and the advisability of testing, increase among MSM as a result of the campaign? FIVE DATA SOURCES WERE EXAMINED A large-scale online pre- and post-campaign survey A short survey of men who tested Information drawn from clinic charts PHLtesting data Campaign website traffic

  8. Who we engaged… 72% of blitz testers recently engaged in unprotected sex 50% of survey participants who came from squirt.org or manhunt engaged in unprotected sex

  9. Who we engaged… • HIGHER RISK MSM • 20% increase in testing in Toronto • 24% increase in testing in Ottawa • 2% positivity rates overall Higher positivity rate in key groups: First time testers 2.75% 45-54 age group 3.91% Reported inconsistent condom use 2.72%

  10. Campaign findings… RESULTS: The testing blitz campaign improved knowledge about: ✓ seroconversionsymptoms ✓ sexually transmitted inflections ✓ HIV transmission ✓the HIV window period 15,000unique visitors to the campaign site 54% of all web traffic came from Toronto or Ottawa

  11. Who had higher knowledge levels? aware of the campaign had an HIV test within the last year more education ever had a syphilis test younger identified as gay

  12. What else? • Those who attended a clinic were more likely to report that the campaign was attention grabbing than online survey participants • Over 50% living in Toronto or Ottawa thought the campaign would encourage men to test

  13. What is most important to people getting tested? • Immediate Results - rapidity of the point-of-care (POC) test • Availability without an appointment

  14. Lessons learned from the blitz… ACCESS Gay friendly clinics and anonymous testing. ORGANIZATION Project lead in the clinics. COMMUNITY AND PARTNERSHIPS Promotion through a network. CLEAR CREATIVE MESSAGING One clear concise message. PHASED DELIVERY MODEL Adjust things if they are not working.

  15. Next Steps… LET’S GET PEOPLE TESTING! Outreach works. If we reach out to people at risk and make testing more accessible, more will test. Testing helps get people into care.25% of people with HIV are undiagnosed or diagnosed too late. The earlier HIV is diagnosed, the more likely people are to maintain their health. Testing is effective prevention. The counselling people receive can reduce their risks. The status quo is not enough. To prevent new infections and diagnose HIV early, we must actively engage people.

  16. Next Steps… • WE CAN HELP! • TESTING INTERVENTION STRATEGIES • Collaborate with other organizations • Find the appropriate channels • Find the appropriate messenger • Awareness increases testing • Don’t be afraid to fail • Make testing initiatives discretionary and discrete • Every community is different GET RESOURCES AND SHARE YOURKNOWLEDGE The OHTN has created a collaborative web space to provide resources and help youwith your testing campaign. Download terrific, customizable resources: • posters • ads • PSAs• follow-up cards • fact sheets

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