Adam's love Presentation at Technical Consultation on Innovative Uses of Communication Technology for HIV Programming for Men Who Have Sex with Men (MSM) and Transgender (TG) Populations.

1. Presented By!
TARANDEEP ANAND!
Creative Director!
Adam’s Love & TemanTeman.org!
The Thai Red Cross AIDS Research Centre !
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,
encourage
HIV
tes:ng
and
safe
sex.
Compelling
Social
Media
Content
Offline
Ac:vi:es
PR
&
Marke:ng
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
Tes:ng
16%
HIV
Transmission
Risks
&
ESSE
24%
PEP
3%
STD
Symptoms
11%
PLWHA
6%
Serodiscordant
1%
Penis
Related
6%
Sex
&
Rela:onship
8%
Adam's
Love
Tes:ng
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,
h4p://www.socialbakers.com/facebook-­‐sta:s:cs/
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
!