Adam's Love at XIX International AIDS Conference (AIDS 2012), Washington D.C.
We are proud to announce that Adam's Love abstract was selected at XIX International AIDS Conference (AIDS 2012), Washington D.C., 22-27 July 2012.
Adam's Love abstract was selected by the Scientific Programme Committee for presentation in the Poster Exhibition at the XIX International AIDS Conference (AIDS 2012) held in Washington, D.C., 22-27 July 2012.
Please view the original version of the abstract selected by AIDS 2012 below or visit http://pag.aids2012.org/abstracts.aspx?aid=4467. For detailed information on the poster and images please scroll further down.
THPE250 - Poster Exhibition
'Adam's Love: for men who love men', an online communication campaign through an edutainment website to promote HIV testing among men who have sex with men (MSM) in Thailand
C. Nitpolprasert1, T. Anand1, J. Ananworanich1,2,3, P. Phanuphak1,2, W. Sathianthammawit4, C. Pakam4, N. Phanuphak1,3
1The Thai Red Cross AIDS Research Centre, Bangkok, Thailand, 2The HIV Netherlands Australia Thailand Research Collaboration, Bangkok, Thailand, 3South East Asia Research Collaboration with Hawaii (SEARCH), Bangkok, Thailand, 4The Thai Red Cross AIDS Research Centre, MSM Sexual Health Clinic, Bangkok, Thailand
Background: Nearly 3 in 10 MSM in Bangkok are HIV-positive. In response, the Thai Red Cross AIDS Research Centre launched “Adam's Love”, an online communication campaign centered around an edutainment website (www.adamslove.org). The website and associated social media aims to encourage MSM in Thailand to adopt safer sexual practices and get HIV tested every three months.
Methods: Launched in September 2011, adamslove.org offers 60% HIV/STI education and 40% entertainment in English and Thai. The campaign features Thai celebrities as role models, fashion photography designed to increase HIV/AIDS awareness and testing, a preventive approach regarding safer sex practices, a membership club program offering incentives for three-monthly HIV testing, over 80 expert advice videos, and integrated social media and web message boards for health advice. The campaign is linked with the Anonymous Clinic at the Thai Red Cross AIDS Research Centre to make HIV testing accessible.
Results: Between September 2011 to January 2012, Adam's Love gained huge media coverage worth 418,900 US Dollars, the website engaged 85,900 visitors worldwide with 378,000 page views measuring with an average visit duration of 4.6 minutes per visitor. YouTube videos gained 68,100 views. The 13-to-24 year age group accounted for 32.5% of the audience of mostly males users (81.1%). The three top-rated videos included oral sex advice, anal sex risks and three simple steps for HIV testing. Online website surveys showed willingness that 43.1% of Thai MSM were willing to get HIV tested within 3 - 6 months. Of approximately 4,800 MSM clients visiting the Anonymous Clinic, 25% accessed HIV/STI testing because of Adam's Love and 162 MSM enrolled in a quarterly testing program.
Conclusions: The Adam's Love online communication campaign has demonstrated its feasibility in engaging MSM in HIV/AIDS education. Online outreach and social media strategies can increase the uptake of HIV/STI testing and awareness among MSM in Bangkok.
The poster was presented on Thursday, 26 July 2012 at The Walter E. Washington Convention Center and gained appreciation among global audiences. We are extremely grateful to The Thai Red Cross AIDS Research Centre and TREAT Asia/amfAR - The Foundation for AIDS Research for funding the project. We thank AIDS, TB and STIs Control Division - Bangkok Metropolitan Administration, Attitude Magazine Thailand, Aziam Burson-Marsteller Co.,Ltd, Bangkok, The Government Pharmaceutical Organization, HIV-NAT, Bangkok, SEARCH, Bangkok and all our wonderful sponsors for their support.
We are thankful to Annette H. Sohn for advice and guidance, and all contributing doctors for their expert advice. We heartily thank Phan Wannamethee, Kiat Ruxrungtham, Gregory Carl, Siriporn Nonenoy, Santi Lawratchwee, Nattapol Rojjanarattanangkool, Tawatchai Deepattana, Haruehun Noppawan, Chaiwat Thongsang, Jiho Lee, Suvimol Decharkom, Adam’s Love participants and contributors, and The Thai Red Cross AIDS Research Centre staff for their valuable contributions to this project.
AIDS 2012 Poster Exhibition Hall at Walter E. Washington Convention Center in Washington DC
Adams Love Poster (THPE 250) presentation at AIDS 2012 Poster Exhibition Hall, Walter E. Washington Convention Center in Washington DC
Adams Love Poster (THPE 250) presentation at AIDS 2012 Poster Exhibition Hall, Walter E. Washington Convention Center in Washington DC
Adams Love Poster Content
Adams Love Poster Content
Adams Love fan audience from North Carolina, USA - Dr. Frederick Cruickshank
Dr. Annette H Sohn, Director of TREAT Asia / amfAR honoured us by visiting Adams Love poster presentation
Dr. Evy Yunihastuti (left) from Cipto Mangunkusumo Hospital, Jakarta, Indonesia with Tarandeep Anand (right), Creative Director of Adams Love
Mr. Jorrit Kabel from AIDS Fond, The Netherlands honoured us by visiting Adams Love poster presentation
Our friends from DC Fuck it!
Our friend from amfAR, D.C. Office, USA
Our audience
Our friend from Singapore, Mr. Phil Loh
The Thai Red Cross AIDS Research Centre Team: Khun Subhaporn, Khun Somsong and Chattiya Nitpolprasert (Right), Project Manager at Adams Love
