Success! Gay and bisexual men support condom use Jeffery Adams PhD SHORE & Whariki Research Centre Stephen Neville RN PhD School of Nursing

Can gay and bisexual men be supported and influenced to use condoms for anal sex? 1.Evaluation of the NZAF’s Get it On! social marketing program 2.Views on condom use among gay and bisexual men who do not consistently use condoms Key issue

INSERT LOGIC MODEL Logic model & evaluation questions

Evaluation specific methodology (Scriven / Davidson) 1.Criteria of merit 2.Standards 3.Measure performance 4.Judgment of merit Survey data – – face to gay & lesbian fair 571 – online Evaluation design

To what extent has the target audience been exposed to Get it On!? CriteriaData Unprompted recall of messages about sexual health90.9% Semi prompted recall of messages about condom use96.9% Prompted recall about Get it On! Events Advertising Online Merchandise Venues 88.8% 82.9% 81.22% 71.7% 46.9% Exposure to Get it On!97.57% mean = 14 exposures

How well has the target audience understood the Get it On! campaign’s key message? CriteriaData Knowledge of key message94.6% agreed “Using condoms for sex is important for gay and bisexual men” 91.7% agreed “Get it On! is confusing”76.25% disagreed “Get it On! is instantly recognisable”79.8% agreed

How well have the target audience engaged with Get it On!? CriteriaData Get it On! encouraged to take action Become more conscious (think) about using a condom for sex Become more conscious (think) about my sexual activities Pick up free condoms Discuss condom use with sexual partners 91% 69.8% 62.9% 58.4% 57.8% “Get it On! is relevant to me”72.7% “Get it On! is relevant to gay and bisexual men”87.9% “Get it On! is engaging for gay and bisexual men”.77.5%

How well has Get it On! contributed to the maintenance and development of a condom culture in gay and bisexual men ? CriteriaData “Do you feel there is a culture of acceptance towards condom use: among your immediate social circle of gay friends and acquaintances?” within the wider gay and bisexual community?” 77.1% agreed 66.1% agreed “Get it On! has contributed to the maintenance and development of a condom culture for gay and bisexual men in New Zealand” 75.1% agreed

Criteria: 1.Condom use for anal sex 2.Self report on change in condom use because of message 3.Condom use and exposure to message To what extent has Get it On! Contributed to an increase in condom use?

Condom use for anal sex

Always using condom – comparison Current evaluation 2013 GAPSS 2011GOSS 2011 Boyfriend/partner39%27%24% Fuckbuddy65%53%44% Casual73%60%48%

Self report on change in condom use because of message

Condom use and exposure to message Partner typeFor each additional exposure Odds of always using a condom Boyfriend / partner↑ by 3% Fuckbuddies↑ by 3% Casual / anonymous↑ by 5%

Key findings Evaluation questionPoorGoodVery Good Excellent Exposure to Get it On! Understood Get it On! Engaged with Get it On! Contributed to condom culture Contributed to condom use

Key findings Broad support for condom use by gay and bisexual men Even if they chose not to use condoms A range of reasons why condoms not used Views on condoms by non users

Substance use Difficulties using condoms Psychological aspects Relationship nonuse Managing risk Adams, J., & Neville, S. (2009). Men who have sex with men account for nonuse of condoms. Qualitative Health Research, 19, Reasons for non condom use

YES A well planned, implemented and appropriately funded social marketing program can successfully influence gay and bisexual men to use condoms for anal sex Key message

Summary report: Jeff Adams OutsideIn