Influencing Condom Use by Gay and Bisexual Men for Anal Sex Through Social Marketing

Abstract

Encouraging gay, bisexual, and other men who have sex with men (MSM) to use condoms for anal sex has been a cornerstone of HIV prevention initiatives globally for several decades. In New Zealand, Get it On!!, a social marketing program, sought to influence gay and bisexual men to use a condom “every time” for anal sex. To assess the effectiveness of Get it On!, an integrated program evaluation approach including evaluation rubrics was utilized. Self-report data were collected from 960 men using an online survey and a paper-based survey administered at a large, gay community event. The men reported they were exposed to the campaign messages, understood them well, and engaged with the program. Importantly, the men reported Get it On! encouraged them to take action, including being more conscious about using a condom for sex. Get it On! performed well in regard to encouraging a culture accepting of condom use. Significantly, the evaluation found the greater the exposure to Get it On!, the more likely a man was to report using a condom for anal sex. Overall, the campaign is likely contributing to New Zealand’s relatively high rates of condom use and the low incidence of HIV infection among MSM. This strongly suggests the campaign should be continued and enhanced as a key HIV prevention strategy.