hiv in nsw, a ustralia
DESCRIPTION
HIV in NSW, A ustralia. 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. - PowerPoint PPT PresentationTRANSCRIPT
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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.
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Everything has changed
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• 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)
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1
What makes Ending HIV different?
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• Strong • Long term• For young men
BRAND
• Reach • Visibility
IMPACT • Dialogue• Dynamic • Daily
DIGITAL
Rethink how we engage with MSM, in particular young men
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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
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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
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V
Generic Youth
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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%)
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CONTENT is the new currency
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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
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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