Global Village report by Nic Dorward
MOGS03 Like Me, Tweet Me, Post Me: Community
Innovations Using Mobile and Online Technology for Youth HIV Programming
Session summary: A series of case studies and advice on
effective social media campaigns targeting young MSM from across Asia-Pacific
and Sub-Saharan Africa.
Key ideas/recommendations are bolded throughout.
Laurindo Garcia – Moderator
“We call it social media not bio-medical
Darrin Andrews (MC)
Jong from Cameroon who was denied a visa by Aus Dept of Immigration. Suggests
that those interested continue conversation via #msmtranstech hashtag.
to the “Suck. Fuck. Test. Repeat” campaing run by TestBBK.org/APCOM based out
of Bangkok – (where 1:3 MSM are HIV+ with 41% of new infections being MSM).
target audience traditionally not serviced by Thai health organisations.
“We didn’t want key populations to run
away from a boring campaign so made it bold”
present, but is CEO of MISTER, app that encourages men to date stigma free
instead of disclose status in profiles.
Yves Calmette (ACON)
NSW, Australia, 85% of cases of HIV are
MSM and 30% young (-29 y/o). ACON created the ENDING HIV campaign that now
enjoys an 85% recall rate for young gay men post-campaign launch with 50% of
social media followers <30yo
had to rethink how they engage with MSM – the maintain effective health
promotion we need to talk EVERYDAY with young gay men (social media is
Understand MSM and why/how they use SM. It’s all about content. Your fans own
the relationship. Don’t spam. Be
responsive to trends on social media. Mix of promo and edu content.
an online program for Thai trans*.
4K members and 100% trans community lead, and over 1K members under age of 13.
an audience centred approach is needed.
note: capacity building must include
trans so no-one is left behind.
noticing real interaction amongst MSM on health promotion was on Facebook. In
Ghana they realised we were only reaching <50% of MSM through traditional
provides space for safe interaction. 15K
individuals reached through FB now, more than possible through peer education.
increasing uptake of treatment, testing, and beyond. How does it fit in the
Need to be thinking across the cascade –
beyond prevention to retaining in care.
much does it cost to do social media? – it’s cheap but this is about
combination outreach. No one way is going to translate into desired outcome. SM
is less expensive (but it requires
used to tell gay men by hankies etc to find community. You have to get over the
isolation and today we have more supportive ways of getting there (i.e. Social Media).
are emerging while the bars etc are disappearing, but we still long for a
– turning the technology into something we can use. How does UNAIDS have impact
in this field? We’re struggling.
On the floor questions:
Moderation – how to do it effectively? Recommendation
to look to how media orgs do it already, it’s been going on for a while.
Creative teams: ACON has a young gun team of social
media who work non-trad hours to moderate. “Youth” here is vital part of
equation. Recognise that the best team
to tackle social media are native users, not entrenched staff.
Track C report by Kanna Hayashi
This session highlighted recent examples of
community-based HIV education campaigns using social media for young MSM and
transgendered persons. While the potential role of social media in leading HIV
prevention efforts among these populations was acknowledged, several important
challenges were also noted.
Apiwit Tibamrung presented the “Suck.
F*#k. Test. Repeat. TestBKK.org” campaign, which aimed to increase HIV
testing rates among young MSM in Bangkok. He reported that a controversial
but catchy slogan and content, as well as the use of various media channels
(i.e., the static website, Facebook and YouTube) have made their campaign successful.
Yves Calmette presented the “Test
More + Treat Early + Stay Safe = Ending HIV” campaign targeting young MSM in
New South Wales, Australia. Within18 months, they received 12,000
Facebook fans, suggesting high MSM engagement. Social media was perceived to be better than traditional gay media with high quality content being the key to success.
Nada Chaiyajit presented peer-led
“TLBZ Sexperts” from Bangkok, which provided health and
social support for TGW via Facebook. While they have
successfully reached many young TGW, challenges with delivering services included a lack
of human resources and staff capacity, and difficulty building partnerships
with local clinics and other services.
Two discussants, Kimberly Green,
FHI 360, and Richard Burzynski, UNAIDS, commented that HIV education campaigns
via social media have the great potential of reaching young people. Leadership from LGBT communities to bring social media into
national-level HIV prevention strategies are crucial due to content expertise . Further, both the discussants and the audience pointed out some challenges
with using social media, including building linkages between virtual and
physical services, protecting privacy, and monitoring and moderating the
conversations held on the media. That said, there is considerable excitement
about the strengths of social media, including the
ability to engage the target population in a dialogue.