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.

1. HOW TO HAVE ANAL SEX:
A REAL VIDEO INTERVENTION WITH REAL RESULTS
Joe 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 2005
Data provided by AIDS Epidemiology Group, Department of Preventative and Social Medicine, University of Otago, 2011

3. 1 IN 15 GAY & BI MEN Hiv
POSITIVE
Saxton et al 2012

4. 1 IN 5 hiv positive Don’t
know
Saxton 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

10. Let’s make a
“how to have anal sex” video
that celebrates the joy of sex
and normalises condom use!

11. Barriers & RISKS
Ministry of health (FUNDING SOURCE)
Censorship (restricted audience)
Video hosting (explicit content)
ONLINE PROMOTION (explicit content)

16. HOW TO HAVE ANAL SEX VIDEO - weekly PAGEVIEWS
30000
POSTED ON
REDDIT.COM
25000
20000
WEEKLY PAGEVIEWS
15000
POSTED ON
TWITTER
10000
5000
0
1
OCT NOV DEC JAN FEB MAR APR MAY
2011 2011 2011 2012 2012 2012 2012 2012

17. PAGEVIEWS BY LOCATION
26% NEW ZEALAND
USA
40%
UK
3% AUSTRALIA
5% OTHER
26%

18. “A great, very NSFW, R18 gay safe sex video courtesy of the New Zealand
government.”
“This is awesome... straight to the point advice to make sex something that is a
pleasure for both men involved… I wish there was something like this when I was
younger. Would've taken away a lot of anxiety!”
“This is wonderful. And I'm somewhat ashamed-yet-relieved to say that I learned
two things from this.”
“I couldn't 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 my
life.”
“I urge you to check out the fantastic website for Get It On! In particular their video
on how to have anal sex. [note videos are NSFW!] Be sure to check out the whole
site!”

19. 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