Sexually Transmitted Diseases

Skip Navigation LinksHome > August 2012 - Volume 39 - Issue 8 > Stop the Drama Downunder: A Social Marketing Campaign Incre...
Text sizing:
Sexually Transmitted Diseases:
doi: 10.1097/OLQ.0b013e318255df06
Original Study

Stop the Drama Downunder: A Social Marketing Campaign Increases HIV/Sexually Transmitted Infection Knowledge and Testing in Australian Gay Men

Pedrana, Alisa BBmed Sci*,†; Hellard, Margaret MBBS, FRACP, PhD, FAFPHM*,†,‡; Guy, Rebecca BAppSc, MAppEpid, PhD§; El-Hayek, Carol BSc, MEpi*; Gouillou, Maelenn MSc*; Asselin, Jason BSc, PG Diploma; Batrouney, Colin BA; Nguyen, Phuong BBMedSci*; Stoovè, Mark BAppSc, PhD*,†

Collapse Box


Introduction: Since 2000, notifications of HIV and other sexually transmitted infections (STIs) have increased significantly in Australian gay men. We evaluated the impact of a social marketing campaign in 2008–2009 aimed to increase health-seeking behavior and STI testing and enhance HIV/STI knowledge in gay men.

Methods: A convenience sample of 295 gay men (18–66 years of age) was surveyed to evaluate the effectiveness of the campaign. Participants were asked about campaign awareness, HIV/STI knowledge, health-seeking behavior, and HIV/STI testing. We examined associations between recent STI testing and campaign awareness. Trends in HIV/STI monthly tests at 3 clinics with a high case load of gay men were also assessed. Logistic and Poisson regressions and χ2 tests were used.

Results: Both unaided (43%) and aided (86%) campaign awareness was high. In a multivariable logistic regression, awareness of the campaign (aided) was independently associated with having had any STI test within the past 6 months (prevalence ratio = 1.5; 95% confidence interval = 1.0–2.4. Compared with the 13 months before the campaign, clinic data showed significant increasing testing rates for HIV, syphilis, and chlamydia among HIV-negative gay men during the initial and continued campaign periods.

Conclusion: These findings suggest that the campaign was successful in achieving its aims of increasing health-seeking behavior, STI testing, and HIV/STI knowledge among gay men in Victoria.

© Copyright 2012 American Sexually Transmitted Diseases Association


Article Tools


Article Level Metrics