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A real video intervention with real results
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A real video intervention with real results

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Joe Rich, (New Zealand AIDS Foundation) argues that novel methods to promote a condom culture among all gay and bisexual men are needed more than ever. As evidence suggests that condom use at forst …

Joe Rich, (New Zealand AIDS Foundation) argues that novel methods to promote a condom culture among all gay and bisexual men are needed more than ever. As evidence suggests that condom use at forst sex increases the likelihood of condom use as the norm, NZAF developed a video resource on anal sex that promotes condom use as normal behaviour. The explict nature of the resource has made marketing the resource more challening. This presentation was given at the AFAO/NAPWA Gay Men's HIV Health Promotion Conference in May 2012.

Published in: Health & Medicine

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  • 1. HOW TO HAVE ANAL SEX:A REAL VIDEO INTERVENTION WITH REAL RESULTSJoe Rich, New Zealand AIDS Foundation
  • 2. Hiv IS ON THE RISE NZ Annual HIV diagnoses in gay and bisexual men by western blot antibody testing 1997-2010 100 90 80 70 60 50 GAY & BISEXUAL 40 30 20 10 0 97 1 98 2 99 3 4 01 5 02 6 03 7 04 8 9 06 10 11 12 09 2010 07 08 13 14 2000 2005Data provided by AIDS Epidemiology Group, Department of Preventative and Social Medicine, University of Otago, 2011
  • 3. 1 IN 15 GAY & BI MEN Hiv POSITIVESaxton et al 2012
  • 4. 1 IN 5 hiv positive Don’t knowSaxton et al 2012
  • 5. Segmenting: first time anal sex Gay and bi men <30 only age cohort with declining rate of condom use * Men who use condoms for first time anal sex are far more likely to continue using condoms over the course of their lives ∆*GAPPS/GOSS 2002-2008 ∆ Shafii et al 2004, Hughes et al 2007
  • 6. Let’s make a “how to have anal sex” videothat celebrates the joy of sex and normalises condom use!
  • 7. Barriers & RISKSMinistry of health (FUNDING SOURCE)Censorship (restricted audience)Video hosting (explicit content)ONLINE PROMOTION (explicit content)
  • 8. HOW TO HAVE ANAL SEX VIDEO - weekly PAGEVIEWS30000 POSTED ON REDDIT.COM2500020000 WEEKLY PAGEVIEWS15000 POSTED ON TWITTER10000 5000 0 1 OCT NOV DEC JAN FEB MAR APR MAY 2011 2011 2011 2012 2012 2012 2012 2012
  • 9. PAGEVIEWS BY LOCATION 26% NEW ZEALAND USA 40% UK3% AUSTRALIA 5% OTHER 26%
  • 10. “A great, very NSFW, R18 gay safe sex video courtesy of the New Zealandgovernment.”“This is awesome... straight to the point advice to make sex something that is apleasure for both men involved… I wish there was something like this when I wasyounger. Wouldve taken away a lot of anxiety!”“This is wonderful. And Im somewhat ashamed-yet-relieved to say that I learnedtwo things from this.”“I couldnt stop giggling like a schoolgirl, but awesome, informative video!”“I learned that Sex Ed failed me despite the three times when it was taught in mylife.”“I urge you to check out the fantastic website for Get It On! In particular their videoon how to have anal sex. [note videos are NSFW!] Be sure to check out the wholesite!”
  • 11. recommendations Involve all stakeholders Reputation & Risk management – immediate and on-going video hosting – use amazon servers Engage community via social media, word-of-mouth, SEO (search engine optimisation) & paid advertising

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