2. HIV in NSW, Australia
ACON is New South Wales’ leading health promotion organisation specialising in HIV and lesbian, gay, bisexual, transgender and intersex health.
70% to 85% cases are MSM : 1/3 are years old.
A decade of relative stability until recently.

3. Everything
has changed

5. Sustained engagement in particular among young MSM Post-evaluation of the first 3 stages of ENDING HIV (18 months)
Exceptional recall: 66% to 85% for young men
12,000 Facebook fans, 32% are 18 to 25 and 50% < 30
40% of the total reach are young and male ~35,000 people.
Very significant shift in particular among young men
These are fantastic results and provide evidence of the appetite young gay men have for HIV content. We are also focussing on providing increasingly complex HIV prevention messaging to meet the needs of the population that we work with.
Our starting point was to acknowledge and work within the existing social settings for young men – which are increasingly less focused on traditional gay venues such as bars, night clubs and sex on premises venues. Developing successful online campaigns requires a combination of skills across educational, health promotion and technological modes.

6. What makes Ending HIV different?1

7. Rethink how we engage with MSM, in particular young men
Strong
Long term
For young men
BRAND
Reach
Visibility
IMPACT
Dialogue
Dynamic
Daily
DIGITAL

8. Understanding young MSM
Epi Data + HIV Research + Market Research
Source: We Are Social

9. Understanding young MSM
What do they look for?
What do they like?
Where are they?
When do they spend most of their time online?
Beneficial to reach high levels of engagement and respond to their interests and needs
Assess all topics which appeal gay men; not only focused on HIV related content

10. V
Generic
Youth

11. SOCIAL MEDIA PERFORMS BETTER THAN GAY MEDIA
50% of traffic from <30 y.o
2nd main web traffic source
2nd main campaign recall
contributor
(66 to 85%)

12. CONTENT is the new currency

13. It’s all about content Analyse response from young men
Everything but spamming: your fans own the relationship
Generate highly engaging content (HIV related + relevant to young men)
Be responsive to both interactions and trends
Deliver mix of promotional, educational, entertaining content
Analyse response from young men

18. Karen Price, Tony Tang, Troy Sinkovic, Mike Wacher
Thank You
Acknowledgments
ACON
Karen Price, Tony Tang, Troy Sinkovic, Mike Wacher
FROST DESIGN
ACON acknowledges the support of its primary funder, the NSW Ministry of Health
Thank you.