Evaluation of a social marketing campaign for gay men in serodiscordant relationships
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Presentation by Kathy Triffit, Positive Life NSW, at the 2010 AFAO HIV Educators Conference.
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Evaluation of a social marketing campaign for gay men in serodiscordant relationships
- 1. Evaluation
- 7. Feb 2009 April 2009 Feb 2010 Three community forums hosted by Vanessa Wagner (format changed each time) Dinner Forum 2,500 Campaign t-shirts Distributed at first dinner forum and Mardi Gras Fair Day 2009 T shirts 15/12/08 - 15/02/09 Gaydar (Sydney and NSW only) Banner ads Full page ads were produced as quarter page ads Three strip ads each with a different cartoon strip Quarter page ads, half page ads, strip ads 2,500 Each with a different cartoon strip Four postcards Ad 1: Why let HIV get in the way of good relationship Ad 2: Disclosure Ad 3: Undetectable viral load Ad 4: HIV and STI Testing Full pages ads 6,000 NSW 3,000 Vic 48 glossy colour magazine features range of couples reflecting on their experiences. Articles on a broad range of relationship and HIV issues. Sero Disco Magazine Campaign components
- 8. Campaign materials for testing
- 11. Evaluation Components: 1. Online survey (GAYDAR) which aimed to understand who the campaign reached and how well it communicated its key messages. 2. Focus groups (x 2) which aimed to assess: - campaign satisfaction, including whether the messages were understood and accepted [and] - the immediate impact the messages had on awareness and knowledge.
- 12. Campaign Design
- 13. The campaign was designed to use the imagery and language of the target audience. Images and language that men in or thinking about a serodiscordant relationship identify with ?
- 21. Evaluation Outcomes Only 160 respondents from NSW are included in the analysis of image recall (no messages or logos were shown). 29 % (46 respondents) recall is influenced by the time lag (approx 10 months) between ads finishing and the survey commencing. 9.5% 8.8% Unsure 61.4% 43.9% No 29.1% 47.4% (46) Yes NSW responses People with HIV in NSW Answer options Have you seen the above images used in an advertisement?
- 22. Evaluation Outcomes 132 51 NSW respondents who answered question This result is not surprising given we only placed this ad once in SSO and Talkabout 14.4% 11.8% Unsure 66.7% 60.8% No 18.9% 27.5% Yes NSW responses People with HIV in NSW Answer options Do you recall having seen this advertisement before?
- 23. Evaluation Outcomes 174 answered question 6% Irrelevant or general comments 2% Supporting serodiscordant relationships 2% Communicate with one another 7% Other message 21% Undetectable viral load does not mean no risk, still use condoms 9% Undetectable viral load reduces risk, ok not to use condoms 9% Unsure or confused 14% Practice safe sex 30% Use condoms and lube Response Answers What would you say is its key message?
- 24. Evaluation Outcomes As this advertisement contains specific and potentially new information to the audience, respondents were asked if the advertisement had increased their understanding of the risk of using undetectable viral load to negotiate sex.
- 26. 194 answered question 27.8% Boring 27.8% Good way to make a point 5.7% Seen it all before 21.6% Gets your attention 17.0% I like cartoons 27.3% Cute 17.5% I don’t like cartoons 37.1% Nothing special 32.5% Ok 26.3% Made me laugh Response Answer options (multiple answers permitted) What do you think of the cartoons used in the advertisements above?
- 29. Impact
- 31. SERO DISCO Magazine - Survey Responses 143 72 NSW and Victoria respondents who answered question 6.3% 5.6% Unsure 71.3% 63.9% No 22.4% 30.6% Yes Response - All People with HIV Answer options Do you recall seeing this magazine?
- 32. SERO DISCO Magazine - Survey Responses 37 27 answered question 18.9% 25.9 Did not really look at it 5.4% 7.4 Look up specific information 21.6% 14.8 Read most of it 21.6% 18.5 Read a fair bit of it 32.4% 33.3 Peruse the magazine Response - All Response Answer options You indicated that you recall seeing the "Sero Disco" magazine. Did you:
- 33. SERO DISCO Magazine - Survey Responses 37 answered question 2.7% Information stall 5.4% Community event 10.8% Gay venue 13.5% Other health services and/or community organisations 29.7% AIDS Council, GLBT organisation, HIV organisation 10.8% Sexual health clinic 18.9% Doctors 8.1% Don’t remember Response Answer options Do you recall where you first saw the magazine?
Notas del editor
- Forum aims: Act as a catalyst to network gay men in serodiscordant relationships. Feed into existing social networks and ongoing support mechanisms. Provide an opportunity for men in or thinking about a serodiscordant relationship to explore issues like managing risk and communication, starting and maintaining a relationship, disclosure, condoms, relationship agreements, testing for HIV, PEP, STI awareness and more. Share their experiences so participants can learn skills to manage the challenges and issues they encounter in their relationships.
- Of the forty-six NSW respondents who stated that they recalled the images, ten respondents were able to recall (unprompted) messages that accompanied the images. Of these, nine successfully identified that it related to serodiscordant relationships. Two of these respondents closely recalled the campaign slogan. Another more generally (and not incorrectly) recalled that they thought the campaign was regarding safe sex. Respondents who recalled the images were asked if they could recall the organisation associated with the advertisements. Thirteen respondents recall ACON, eight others correctly recalled Positive Life NSW. If you exclude staff/volunteers, twelve respondents recalled ACON and four Positive Life. Respondents were asked where they had seen the images. Most frequently they reported they had seen it in the gay media. Other places where they recalled seeing the images were at their doctors or sexual health clinics, Talkabout, or gay venues. One-fifth of respondents indicated that they had seen it on the Positive Life website or at a community organisation.
- Second advertisement
- Sixty-five per cent of respondents identify that the key message of the advertisement is to use condoms. However, another third of the sample had different interpretations. Nine per cent of respondents interpret the key message as saying that if you have undetectable viral load it reduces the risk of HIV transmission and therefore, they concluded, its ok not to use condoms. Another nine per cent of respondents were unsure or confused about what the key message was. Respondents said it is “confusing” and “gives mixed messages”. Others simply said they “had no idea”, “not sure” or “dunno”. Three respondents indicated that they thought one of the key messages of the advertisement was to support HIV serodiscordant couples.
- The most common word chosen was that there was nothing special about the cartoons. Thirty-seven per cent of respondents chose this word. Slightly less, 33 per cent, said they were ok. Twenty-eight per cent thought they were boring. Other participants had a positive response. Twenty-eight per cent thought they were a good way to make a point, 26 per cent of respondents indicated that they made them laugh and 27 per cent also thought they were cute. Twenty-one per cent of respondents thought they get your attention. An equal number of respondents, 17 per cent each, like and dislike cartoons.
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