Adam's Love at "Technical Consultation on Innovative Uses of Communication Technology for HIV Programming for Men Who Have Sex with Men (MSM) and Transgender (TG) Populations” at the Global Health Fellows Program Offices (The Annex) in Washington, D.C. from May 2-3, 2013. www.adamslove.org - Programmatic Examples of using Communication Technology to reduce the spread and impact of HIV among GMT individuals

1. Presented By
TARANDEEP ANAND
Creative Director
Adam‟s Love & TemanTeman.org
Online Communication Strategies for
Clinical Services Uptake among GMT
Technical Consultation on Innovative Uses of Communication Technology for HIV Programming
for Men Who Have Sex with Men (MSM) and Transgender (TG) Populations
Washington D.C., USA, May 1-3, 2013

2. 1 in 3 MSM in Bangkok are infected with HIV
41% of new infections during 2012 – 2016
will be among MSM and 27% of all new HIV
cases will occur in Bangkok
Only 16-19% of MSM in Thailand, Indonesia
and Vietnam had an HIV test in the previous
12 months and know their results.
1van Griensven, JAIDS 2009 One in Three MSM in Bangkok has HIV Infection
2WHO, UNAIDS, UNICEF. Global HIV/AIDS Response: Epidemic update and health sector progress towards Universal Access,
2011 Progress Report. Geneva: World Health Organization;2011.
3Asian Epidemic Model (AEM)

3. Estimates of New HIV Infections in Thailand, 2012 - 2016
Source: Asian Epidemic Model (AEM)
Men who have
sex with men
41%
Sex Workers
and Clients
11%
Injecting Drug
Users
10%
Spousal
Transmission
32%
Casual and
extramarital
sex
6%
Estimated New HIV Infections by Province
- 27% of all new HIV cases will occur in Bangkok
- 65% Infections will happen in 31 cities
Estimated New HIV Infections 2012 -2016
by Transmission Category

5. Lack of an Integrated Communication Strategy
Healthcare Providers /
GMT Clinical Services
Website
Online Support
to offer
advise, encour
age HIV testing
and safe sex.
Compelling
Social Media
Content
Offline
Activities
PR &
Marketing
YouTube
Videos

6. Organized by The Thai Red Cross AIDS Research Centre
www.adamslove.org
Thailand’s Official GMT Health Project

7. The Thai Red Cross AIDS Research Centre

8. WHO IS ADAM’S LOVE?

13. Adam’s Love Communication Strategy
Bridging the Gap between GMT Community and Clinical Side
Brand Identity
Prevention, Treatment & Care
GMT Advising
Scale Up HIV/STI Testing

14. BRAND IDENTITY
Thailand’s Official GMT Health Project

18. What is Enjoyable for the Users?
• Adam‟s Love – For Men
who Love Men
• “You matter, you are
important, this is for you”
• STRAIGHT Male
celebrities, actors and role
models standing up for
GMT
• Sexual diversity messages
at national level

21. Media Coverage
ASEAN‟s First Online “Edutainment” Health Campaign for GMT

22. GMT Social Networks

23. Adam’s Love Billboards in Bangkok

24. PREVENTION,
TREATMENT & CARE

25. www.adamslove.org
One Stop Source of HIV/AIDS and STI Awareness

26. Comprehensive HIV/AIDS & STI Awareness
180 HIV/STI transmission, prevention, treatment, and GMT sexual health advise videos

27. 50 Edutainment videos engaging GMT,
Internet celebrities and role models

28. What’s New in HIV/AIDS?
Educate GMT on early HIV testing, scientific breakthroughs and emergency options
available for them to access
• PrEP efficacy, criteria and eligibility, course of medication
and side effects
• PEP – Emergency Anti-retroviral medication
• CROI 2013: Early Antiretroviral Therapy May Reduce
HIV Reservoir Size
• NAT – Nucleic Acid Testing for detection of Acute
Infection
• Test & Treat – New HIV Prevention Strategy
• GMT need regular „Pap Smear’

29. Safe Sex
“What‟s Your SIZE”

30. Adam’s Love Calendars
Mark your special moments of love, dating, safe sex and HIV/STI Testing

31. GMT Living with HIV
Promote Healthy Living & Positive Attitude “You are Worthy, You Deserve to Have a Partner”
Reduce Stigma associated with HIV in Thai society

32. • Medical advise videos for GMT -
combination therapy, how to
improve your CD4 level, how to
reduce viral load, first & second line
ARV regimen, treatment
adherence, how to manage ARV
side effects, HPV risks and anal
pap smear screening
• Psychological support and
disclosure advise from counselors
• Sex advise for sero-discordant
couples and positive prevention
• Access to ARV medication –
30 Baht scheme

33. What is Enjoyable for Users?
• Knowing that someone cares
“It‟s something for us”
• Offers „Virtual Clinic Experience‟
to GMT
Stigma is a barrier to access
healthcare services – Most
GMT want to see who they will
meet before they access a
service
3 Simple Steps of FREE HIV Testing

34. GMT Advising

35. GMT Advising on E-mail,
Facebook, LINE and Webboard
Average Monthly Advising: 87
21%
49%
30%
Webboard
E-mail
Facebook / LINE

36. Adam’s Love Webboard
Average Views / Topic > 250 Protected but condom broke

37. Common Questions
Basic HIV
Knowledge
6%
HIV/STI Testing
16%
HIV Transmission
Risks & ESSE
24%
PEP
3%
STD Symptoms
11%
PLWHA
6%
Serodiscordant
1%
Penis Related
6%
Sex &
Relationship
8%
Adam's Love Testing
Program
19%
• HIV Risk Assessment
- Am I at risk of contracting of HIV if - I had unprotected oral
sex, condom slipped, assisted
masturbation, rimming/frotting, deep kissing…?
- I had receptive (threesome) anal sex last night, I‟m not sure if
the other 2 guys changed their condom before they
inserted, am I at risk?
• HIV/STI Testing
- Where to get HIV tested, cost & procedure?
- I have had 2 HIV tests in 2 months with negative results,
does that mean I am 100% clear and free of HIV?
- How many days do I have to wait to get tested for NAT? My
NAT results are negative but do I have to recheck?
• HIV/STI Symptoms.
- I have dots on in my genital area, I have anal discharge. Are
these HIV symptoms or are these warts?
- I have swollen lymph nodes, does this mean I HIV?
• PEP - Emergency Antiretroviral medication
- I had unprotected sex last night, what are my options? I am
worried, where & how can I get PEP?
• PLWHA
- Where to buy ARV medication? How to manage side effects?
- How should I take care of health? How to disclose my status
to my partner?

38. SCALE UP
HIV/STI TESTING

39. Adam’s Love Membership Club Program
Adam’s Love is linked with Men’s Health Clinic, The Thai Red Cross AIDS Research Centre to make
HIV/STI testing accessible
• For Men who Love Men T-shirts
• Club Cards to avail 20% discount on healthcare services
• STUD – Wear It Proud Underwear

40. Celebrities Get Tested

41. Go Viral Against HIV/AIDS
Go Viral!

43. - Engage GMT and encourage
participation in Adam‟s Love
media/contribute to community
- Seek creative input and feedback
Get Tested … JUST LIKE ME

45. ANALYTICS

46. ADAM’S LOVE
REACHING GMT GLOBALLY
Adam’s Love Global Audience Mapping

47. www.adamslove.org
TOP 10 VIEWING NATIONS
1. Thailand
2. USA
3. Indonesia
4. Singapore
5. Malaysia
6. Australia
7. South Korea
8. Laos
9. Japan
10. Philippines
ADAM’S LOVE USERS
East & Southeast Asia
Number of Visits 447,281
Pages Viewed 4,742,082
Avarage Time Spent 4.9 mins
Website Hits - 67 Million Hits

48. Online Surveys
• Website Registration: 5,400 Members
with Tracking System to learn each member‟s surfing behavior
• Website Survey “When do you plan to get tested?”
41.6% of Thai MSM
willing to get Tested
with 3-6 months

50. Leading Online
Platform
Overall Potential Reach
Globally > 4 Million

51. Results
• 25% accessed HIV/STI testing at
Men‟s Health Clinic, The Thai Red
Cross AIDS Research Centre
because of Adam‟s Love
• 320 GMT enrolled in a quarterly
HIV testing program in 9 months
– 41% belong to the age group
18 – 26 years
– 75% came from Facebook

52. www.TemanTeman.org
A culturally sensitive online communication strategy to reach hidden GMT for
HIV/STI prevention and testing in Indonesia

53. Qualitative Research in 5 Indonesian Cities
Bali – Bandung – Jakarta – Surabaya - Yogyakarta

54. 177 GMT Randomly Selected at Public Places

55. 60 HIV/AIDS & GMT Organizations

57. www.TemanTeman.org
Indonesia‟s One Stop Source of HIV/AIDS and STI information

58. 42 HIV/STI and GMT Sexual Health Advise Videos
What is HIV/AIDS?
Indonesia is Facebook Nation No. 4 with 22.1% Internet Penetration
Basic YouTube Search - What is HIV/AIDS? What is Human Papillomavirus?
TemanTeman.org videos appear as top YouTube results in Bahasa Indonesia
Source: www.internetworldstats.com/asia.htm, http://www.socialbakers.com/facebook-statistics/
VCT Procedure at Klinik Nusa Indah, Sanglah Hospital, Bali

59. The Way Forward
Enhancing Adam‟s Love as a vehicle to promote positive self image among GMT
• Expand Adam‟s Love HIV testing program nationally
• Utilize Adam‟s Love platform to scale up
clinical services uptake among GMT in Southeast
Asia
• Create online HIV/STI booking system

60. Challenges?
• Direct costs to generate content and offer new incentives on a regular basis
to attract new and engage exiting online audience
• Resources necessary to support networking opportunities and engage in
dialogue with HCP and community at national and regional level
• Evaluation on GMT getting HIV/STI tested because of Adam‟s Love at sites
not yet partnered
• GMT friendly and open minded healthcare providers

61. Acknowledgements
OFFICIAL SPONSORS
CREATED BY
CAUSE-RELATED COMMUNICATION

62. Thank you very much
tarandeepsinghanand@gmail.com