HIV/STI Prevention Campaign for MSM

HIV/STI Prevention Campaign for MSM

Communication Brief

April 2004

Bucharest, ROMANIA

I. SUMMARY

In second quarter 2004, PSI Romania will launch an HIV/STI prevention campaign targeted to men who have sex with men (MSM). To this end, PSI Romania is requesting proposals to identify an agency who can create the following:

1.  A brand to unite all the elements of the campaign in an easily recognizable and appealing manner,

2.  Internet advertising that will run on popular gay-oriented websites that link to a…

3.  Micro-website which will provide in-depth information and interactive games and quizzes, and

4.  The layout and design of a brochure that will be distributed during outreach with the target.

The brand will utilize a distinctive font and color scheme that will be repeated throughout all elements of the campaign. It will consist of a brand name, logo and slogan that capture the brand character as defined below:

(Insert Project Brand name) gives MSM practical
advice to make their sex lives fun and safe.

The brand character will be realized through the provision of “sex tips” from other MSM that make their sex lives fun and “safe sex tips” that keep MSM healthy so that they can enjoy their sex lives. The sex tips are the hooks that will engage the target with the campaign in order to provide the safer sex tips.

II. BACKGROUND

POPULATION SERVICES INTERNATIONAL

PSI was incorporated in 1970 and is among the largest nonprofit distributors of health products, services and information in more than 68 countries. PSI programs employ nearly 4,000 developing-country nationals in a variety of public health, reproductive health, maternal/child health and HIV/AIDS prevention efforts. PSI distributes approximately 20 percent of all condoms sold worldwide, and in 2002 prevented more than half a million HIV infections.

PSI operates more like a business than a charity. It harnesses the size and strength of existing retail distribution networks, engaging thousands of wholesalers and retailers as enthusiastic sales agents for health and family planning products. PSI’s operating model can be scaled up quickly, with just a handful of trained staff, to reach and serve customers nationwide in a relatively short timeframe.

Since 1998, PSI/Romania has been dedicated to improving the health of low-income and under-served people. The organization has developed working relationships with numerous local, national and international entities. PSI/Romania has focused on reproductive health and STI/HIV/AIDS prevention, targeting youth aged 15–25, women of reproductive age and other vulnerable populations. Program activities include popular behavior-change campaigns and the marketing of affordable condoms and lubricants branded Love Plus; and coral contraceptives.

MEN WHO HAVE SEX WITH MEN (MSM)

Because of human biology and societal discrimination MSM are one of the populations most vulnerable to HIV/STI infection. Unprotected anal sex is the riskiest sex act for HIV transmission and the stigmatization of male to male sex often deters regular STI/HIV testing/treatment and makes information difficult to access. Furthermore, untreated STIs make a person many more times more vulnerable to HIV infection.

In a low HIV prevalence country such as Romania, it is a public health priority to focus on those populations most at risk for the virus. It is within these populations where the virus will most likely first spread. Prevention efforts here are usually more effective at preventing a general epidemic because such populations are smaller and more homogenous than the general population.

For more information, refer to the UNAIDS technical paper on MSM provided in Appendix A.

PROJECT GOALS & OBJECTIVES

The goal of the project is to increase sexual risk-reducing behavior among MSM in order to prevent the spread of STIs and HIV.

The objective of the campaign is:

·  To increase the percentage of MSM who correctly and consistently use condoms for anal sex.

·  To increase the percentage of MSM who seek STI/HIV testing

o  after having engaged in unprotected sex and/or

o  twice a year on a regular basis as part of general medical check ups.

PROJECT ACTIVITIES

In four target cities, (Bucharest, Brasov, Cluj and Timisoara) the following programming will be implemented:

1.  Outreach

In commercial establishments and public spaces where the target gathers (e.g., gay and gay-friendly bars, parks, etc.) printed materials, condoms, and lubricants will be distributed. Brief, verbal messages regarding safer sexual behavior will also be delivered, as well as invitations for the target to attend the second component of the campaign.

2.  Interpersonal communication (IPC) models

These events are a cross between a small-group party and a workshop. Safer sex information will be delivered in an interactive ”edutainment” manner involving games and contests with six to ten men at a time.

Because these events are longer format, (a series of three parties, each lasting two to three hours), the majority of the behavior change communications (BCC) work will be conducted here. PSI experience shows that significant periods of time are required with a subject in order to address specific attitude, information and skills-based barriers to healthy sexual behavior. All elements of this campaign will direct people to these models and encourage their participation in them.

3.  Regular special events

These large parties will be held in gay or gay-friendly bars in each target city every quarter. They will serve as a mechanism to deliver outreach materials and commodities, recruit participants for the IPC models and to reinforce the messages delivered throughout the rest of the campaign. Furthermore, interactive “edutainment” type activities will occur as another means to engage the target in BCC programming.

PROJECT MEDIA

The following printed media will be distributed during outreach, at the IPC models and special events.

·  A multi-page booklet explaining the consequences of STIs/HIV as well as their means of transmission and prevention,

·  A series of small brochures addressing key barriers to safer sex, and

·  A single-condom brochure that contains a sample condom and instructions about proper condom usage.

The internet media listed below will help to reach MSM who are isolated or do not live in one of the four target cities. It will also reinforce messages delivered through the printed media, outreach and IPC models.

·  Internet advertising will be placed on popular web sites that, with a click, lead the target to…

·  A micro-website which provides an electronic version of the same information and games that will be provided in the printed media, outreach and IPC models. Additional features may be included to attract the target and encourage repeated visits.

BRANDING THE CAMPAIGN

The campaign is designed to address specific knowledge, attitude and skill-based barriers to healthy sexual behavior as identified in a recent PSI Romania research study. From this research, it is clear that the majority of the target is in the Pre-contemplation Phase of the behavior change spectrum, meaning there is almost no intention to use condoms or get tested. The target perceives that the consequences of not doing so are not serious or easily controlled.

Because interest in condoms and STI/HIV testing is generally so minimal and because this will make it much more difficult to engage the target and recruit for the IPC models, an appealing brand for the campaign must be developed. This brand must offer other benefits to the target that are relevant to their situation and of interest -- thus, the idea of also providing sex tips that make their sex lives fun.

III. THE BRAND

TARGET AUDIENCE

Men who have sex with men aged 15 to 35. It is important the campaign appeal to each of the following three sub-groups:

·  Self-identified gay men,

·  Non-self identified gay men, and

·  Male sex workers who may or may not identify as gay.

OBJECTIVE

To create a Brand name, logo and slogan that:

·  Is recognizable by the target in different mediums, and

·  Captures the brand character as stated below.

(Insert Project Brand name) gives MSM practical
advice to make their sex lives fun and safe.

TONE

The tone should be young, urban and hip with a fun sense of humor.

It can be sexual, but in a light-hearted, fun way. However, the brand should not utilize the word “gay” or any other monikers or symbols that imply such a self-identification on the part of the subject (e.g., rainbow flags, pink triangles, etc.).

Likewise, overt references to the safer-sex theme should be avoided. As explained above, the hook for the campaign is the provision of “sex tips” to make the target’s sex life fun, not the “safer sex tips”.

DELIVERABLE

Please present at least five options of a Brand name, logo and slogan.

III. INTERNET ADS

COMMUNICATION OBJECTIVE

At this point we foresee two types of ads, though there could be more later:

·  Those that drive traffic to the micro-website, and

·  Those that publicize up-coming special events.

Simultaneously, both of these types of ads will also raise awareness of the Project Brand.

COMMUNICATION STRATEGIES

In keeping with the Brand Character of providing practical information that makes the target’s sex life fun, all ads, at least in the beginning, should tease the target with:

·  Sex tips,

·  Offers of sex tips, or

·  The opportunity for the viewer to share their own sex tips (on the micro-site).

(Note that PSI Romania will provide the text for the sex tips.)

Furthermore, each ad should interact with the target rather than just statically providing information. This can be done via:

·  Interactive games,

·  Mini-quizzes,

·  Trivia questions, or

·  Offers to win free prizes.

TONE

As with the brand, the tone should be young, urban and hip with a fun sense of humor.

Again, it can be sexual, but in a light-hearted, fun way. While the ads can use the word “gay” or similar monikers and symbols they should not overtly reference the safer-sex theme. The safer sex information will be provided on the micro-site to which the ad will lead the viewer.

DELIVERABLE

As many male internet users are heavy users, the campaign will utilize several different ads in rotation in order to avoid copy wear out. However, for this pitch please present only two sets of options. One set should include an ad that drives traffic to the micro-site and an ad that publicizes an upcoming special event.

EVALUATION CRITERIA

·  Do the ads meet the objectives?

·  Is the tone appropriate?

·  Is the Brand visible?

·  Is it a truly original, creative idea?

·  Is it memorable? Provocation is not always a bad thing. It makes people remember the campaign.

·  Is it persuasive? Will it convince the target to act (i.e., to click on it and travel to the micro-site or to attend a special event)?

·  Is it campaign-able, that is, does it have “legs” and can be extended to another set of ads?

IV. MICRO-SITE

SITE OBJECTIVE

The primary objective is to provide in-depth information that makes the target’s sex life:

·  Safer, and

·  More fun.

The secondary objectives are to:

·  Build community, and

·  Publicize the Project’s special events.

TONE

As with the brand, the tone should be young, urban and hip with a fun sense of humor. Again, it can be sexual, but in a light-hearted, fun way.

As one of the objectives of the site is to build community, it can and should utilize the word “gay” or similar monikers and symbols. Furthermore, part of the content will explicitly talk about the safer-sex theme.

REQUIREMENTS

1.  The site should have areas that provide:

a.  All the information provided during outreach, the IPC models and in the printed materials,

b.  Electronic versions of the games and contests played during the IPC models,

c.  Links to other gay/lesbian/bisexual/transgender websites

d.  Links to other sexual health websites (both English and Romanian)

e.  Detailed information about condoms and lubrication

f.  STI/HIV information

2.  It should also include functions that foster community such as:

a.  Message boards where the target can share their own sex tips, and

b.  Chat rooms where the target can meet.

DELIVERABLE

Please present the following:

·  One example of how you would present the sexual health information found in Appendix B in an easy to read and understand, target-oriented way. (Note: if you consider the amount of information provided in Appendix C to be too much, you can just present part of it.)

·  One example of the homepage layout.

EVALUATION CRITERIA

·  Does the site draw the target to the areas where the safer sex information is presented?

·  Does the brand character permeate the site?

·  Is the tone of the site correct?

·  Does the site provide a reason for the target to return to the site often?

·  Is the site appealing to the target?

·  Is the site easy to navigate and find information?

IV. BROCHURE DESIGN

While there will be three types of printed media, this request only asks for proposals for one type – the series of small brochures. In all, there will be five such brochures that each address different barriers to safer sexual behavior among the target. For this pitch, we are asking for the design of two of these brochures, the text of which is provided in Appendices C and D.

The lead-in to each brochure will be a sex tip that is related to improving the quality of the target’s sex life. Further into the brochures, the safer sex information will be presented. The content of each brochure is largely the same except for the sex tip(s) and the specific barrier that is being addressed.

TONE

The word “gay” and other related symbols/monikers will not be used. However, the text will specifically include safer sex information.

REQUIREMENTS

It is important that each brochure:

1.  Be similar enough that they are easily recognized as belonging to the same campaign,

2.  Be different enough that the target will quickly recognize each brochure is unique, and

3.  Be small enough that it fits into a back pocket without folding.

DELIVERABLE

Choose at least one of your options for the Project Brand. For each option you choose, present the layouts for the two flyers provided in Appendices C and D.