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 20-29 years old.

• A decade of relative stability until recently.

Everything has changed

• 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

Sustained engagement in particular among young MSM

Post-evaluation of the first 3 stages of ENDING HIV (18 months)

1

What makes Ending HIV different?

• Strong • Long term• For young men

BRAND

• Reach • Visibility

IMPACT • Dialogue• Dynamic • Daily

DIGITAL

Rethink how we engage with MSM, in particular young men

S o u r c e : W e A r e S o c i a l

Epi Data + HIV Research + Market Research

Understanding young MSM

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

V

Generic Youth

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%)

CONTENT is the new currency

It’s all about content• 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

Thank You

Acknowledgments

ACONKaren Price, Tony Tang, Troy Sinkovic, Mike Wacher

FROST DESIGN

ACON acknowledges the support of its primary funder, the NSW Ministry of Health

ycalmette@acon.org.au