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HIV in NSW, A ustralia

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.

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HIV in NSW, A ustralia

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  1. HIV in NSW, Australia • ACONis New South Wales’ leading health promotion organisation specialising in HIVand 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.

  2. Everything has changed

  3. Sustained engagement in particular among young MSMPost-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 shiftin particular among young men

  4. What makes Ending HIV different? 1

  5. Rethink how we engage with MSM, in particular young men

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

  7. 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

  8. V Generic Youth

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

  10. CONTENT is the new currency

  11. 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

  12. 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 ycalmette@acon.org.au

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