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A culturally sensitive online communication strategy to reach men who have sex with men (MSM) for HIV/STI prevention and testing in South Korea A culturally sensitive online communication strategy to reach men who have sex with men (MSM) for HIV/STI prevention and testing in South Korea - www.adamslove.org/korea http://programme.ias2019.org/Abstract/Abstract/511 Download the e-Poster https://programme.ias2019.org//PAGMaterial/eposters/511.pdf Conference 10th IAS Conference on HIV Science | 21-24 July 2019 | Mexico City, Mexico Presenter Tarandeep Anand Background: Given the intense geopolitical backdrop, confucianism and homosexuality stigma, little is known about men who have sex with men (MSM) in South Korea. Adam''s Love (www.adamslove.org), sought to assess Korean MSM community concerns, information needs and sensitivities surrounding the establishment of an online HIV prevention outreach platform. Methods: A qualitative research was conducted from December 2017-June 2018 in Seoul, Incheon, Daegu and Busan to gather inputs from local MSM communities and stakeholders. The study involved meetings with 21 organizations including healthcare providers, MSM, HIV/AIDS and sexual-minority rights organizations, gay dating application and fashion magazine owners, and 50 men randomly selected from gay clubs/bars at Itaewon, Jongno and Beomil-gil, largest gay hotspots. Results: Being gay is considered dangerous in South Korea. Korea is a Confucius society with strong religious beliefs, and coming out remains biggest challenge for gay men. Of 50 MSM interviewed, almost all (96%) hid their sexual identity to their family and society. “If I tell my mom, she will cry till she dies. So I choose not to disclose”, shared a 37-year-old gay man. “If the society knows he is MSM, he will be thrown out and lose his job, friends. It''s strong stigma here”, replied a provider. All stakeholders universally reported an increasing HIV epidemic among MSM and outreach to MSM as a major challenge. “In my clinic, almost 90% HIV-infected population is MSM” shared a medical doctor. “Money boys are mostly in the apps. Our app attracts 5,000 Korean visitors a day. We have total 300,000 members, and 100,000 actively dating members” sole Korean gay app owner. HIV-positive support groups reported high suicidal rates and the need for support platforms. To address outreach challenges, Adam''s Love Korea program was launched in December 2018. The website features >23 Korean medical expert advice videos on sexual health. Male fashion photography is linked to HIV/STI testing and treatment information. Celebrity edutainment videos launched through social media channels engaged >100,000 viewers in one month. Conclusions: Adam''s Love Korea pilot launch demonstrates active MSM engagement in online interventions. Next steps involve real-time support to MSM for linkages to collaborated HIV testing and care sites. |
