1. Promoting new HIV testing options to MSM:
SPOT’s communications campaign Haig, Thomas1; Thiboutot, Claire2; Émond, Gilbert3;
Fadel, Ghayas4; Wainberg, Mark5; Rousseau, Robert1;
Otis, Joanne2; and the SPOT research team.
1. RÉZO (previously Action Séro Zéro); 2. Chaire de recherche du Canada en éducation à la santé,
Université du Québec à Montréal; 3. Concordia University; 4. COCQ-SIDA; 5. McGill University
Background Method
By offering access to free, anonymous rapid and standard testing services that are better adapted to community needs Thus far, 483 MSM have been recruited (July 2009 and March 2010). Over half (59.5%) are under 35 years old. Most
and realities, SPOT aims to recruit gay, bisexual, and other MSM in Montreal who do not know their HIV status and are define their sexual orientation as homosexual or gay (85.9%), were born in Canada (64.4%), have completed at least
at risk of having recently been infected. high school (84.1%), and have a personal income equal to or greater than 30 000$ (57%).
Promoting SPOT requires taking into account a range of barriers that may discourage men from getting tested Data were analyzed from 1) a short version (n=387) or long version (n=96) of a semi-directed questionnaire completed
(thinking one is not at risk, not feeling at ease talking about sex, lack of time, disliking needles) as well as various during pre-test counselling at baseline and 2) a follow-up questionnaire that participants completed 3 to 6 months later.
motivations that can underpin wanting to get tested (having had a high risk sexual relation, starting a new
relationship, discovering that a partner is infected).
Communication Strategy
Health communication research suggests an effective promotional campaign for SPOT will emphasize the benefits SPOT’s communications campaign emphasizes the availability of free, anonymous rapid HIV testing as its key message.
offered by a new service (National Coalition of STD Directors, 2008; Rogers, 1983) and the credibility of the research Flexible hours, choice of testing options, and the possibility to “find out where you stand” in the context of a comfortable,
team (McGuire, 1984). Mass communication should be used to inform opinion leaders and generate word-of-mouth non-judgemental atmosphere serve as additional selling points.
communication (Green et al., 1987; Hart, 1998; Health Communication Unit, 2002; Kelly et al., 1997; Rogers, 1983) Visuals were designed to stand out from other advertising commonly seen in the community while appealing to several
while appealing to different sub-cultures of gay and other MSM. distinct sub-cultures. Activities have included distribution of promotional material, outreach work, special events in social
This poster provides an overview of SPOT’s communications strategy. Preliminary results are discussed with a view to and community venues, print and online advertising, and information sessions for community leaders. In September
evaluating the degree to which promotional activities have contributed to achieving SPOT’s recruitment objectives. 2009, a media and community launch was held and the SPOT website was activated (www.SPOTtestMONTREAL.com).
Results
Following a press conference held in September 2009, the project obtained significant media coverage on local TV and The opportunity to “find out where you stand” tends to broadly characterize participants’ motivations for getting tested,
radio networks (7); on websites specializing in health, STIs or HIV (6); and in local newspapers (6), community with a large majority indicating their main motivation was to get confirmation or reassurance about their status.
magazines (2), and university newspapers (2). In addition to ongoing promotion through regular outreach work,
community workers have organized 12 special events (displays, interactive kiosks) in social venues (bars, parties,
outdoor festivals) and venues where sexual partners are met (saunas, sex clubs), reaching approximately 3600 people. Table 2: Motivation for getting tested
The SPOT web site has generated 3,990 visits.
Non mutually exclusive : possibility of multiple choices Total (N=483) n (%)
The largest proportion of participants report hearing about SPOT through word of mouth communication. 7.5% of
participants have heard about the project from more than one source. To be reassured about my HIV status 468 (96.9)
To confirm whether I am HIV-positive in order to prevent transmission to others 435 (90.1)
Because I think I may have taken a risk 360 (74.5)
Table 1: How participants heard about SPOT To confirm whether I am HIV-positive in order to access medical care
Part of my routine
312 (65)
230 (47.5)
Non mutually exclusive : possibility of multiple choices Total (N=483) n (%) Starting a new relationship 148 (30.6)
I found out a partner had taken a risk 98 (20.3)
From a friend 103 (21.3)
Poster, card, drink coaster, other printed promotional material 78 (16.1)
Advertising in community magazine (Fugues, Être, RG) 63 (13)
Article in community magazine (Fugues, Être, RG) 56 (11.6) Table 3: Reason for getting tested at SPOT
Community outreach worker 36 (7.5)
Other media coverage (radio, television, print) 27 (5.6) (On a scale from 1 to 7, 1 meaning “no important whatsoever” to 7 “extremely important” )
SPOT website (www.spottestmontreal.com) 18 (3.7) This question only appears in the long version of the questionnaire. Total (N=96) (M ± S-D)
RÉZO (Séro Zéro) website (www.rezosante.org) 10 (2.1)
Advertising in online hookup, chatroom, or social media site (Priape, Gay411, Facebook) 7 (1.4) I didn’t have to wait long for an appointment 6,18 ± 1,16
The site allows me to choose the type of test I want: rapid or standard 6,00 ± 1,62
The site is easy to get to 5,67 ± 1,53
Nearly half (49.1%) of study participants report having met at least one sexual partner over the Internet in the last 3 The site provides free HIV testing 5,55 ± 1,82
months. A significant proportion has met at least one recent sexual partner in venues where special activities have The site’s opening hours suit my schedule 5,53 ± 1,86
been held to promote SPOT: bars (30%), saunas (28.2%), sex clubs (14.3%) and after hours parties (4.6%). The site’s contact details were easy to find 5,43 ± 1,73
The site offers totally anonymous testing 5,43 ± 2,00
In the last 3 months, most participants (70.8%) have had 2 or more partners and nearly one third report UAI with at
least one partner who was HIV-positive or of unknown HIV-status. Just over half of SPOT participants (50.7%) were last
tested more than a year ago or have never been tested. 2.5% participants (12/493) have had reactive tests (INSTITM Reasons for getting tested at SPOT that
HIV-1/HIV-2 Rapid Antibody test kits, bioLytical Laboratories). scored highest among participants are
consistent with the combination of
benefits that SPOT offers (short waiting
Figure 1: Number of sexual Figure 2: Testing history times, convenient hours and location,
partners in the past 3 months availability of rapid testing that is free
of charge and anonymous).
7% 10%
30% 22% None Never tested
41%
1 partner Last tested under 1 year ago
49%
41% 2-5 partners Last tested over 1 year ago
6 partners or more
Conclusion
SPOT has successfully communicated relevant messages in appropriate ways to the groups targeted by its promotional Given that a significant proportion of participants have met at least one recent sexual partner online, efforts to
campaign. The project has recruited a significant proportion of men who do not know their HIV status and are at risk of promote SPOT over the Internet should be increased. Outreach approaches and key messages may also need to be
having recently been infected. Media coverage, distribution of promotional material, presentations to opinion leaders in adjusted to better reach MSM who are less likely to frequent gay social venues.
the community, and special events have helped to establish a good level of overall visibility for the project.
Research Team
Word-of-mouth communication (“from friends”) is the most common way for participants to have heard about SPOT, and Principal Investigators: Joanne Otis, Robert Rousseau, Mark Wainberg. Co-investigators: Martin Blais, Bluma Brenner, Joseph Cox, Gilbert Émond,
Riyas Fadel, Gaston Godin, Thomas Haig, Gilles Lambert, Michel Roger. Coordinator: Claire Thiboutot.
the mix of promotional activities and outreach work undertaken through SPOT’s communications campaign appears to Special thanks to all the men who have participated in this study. Thanks to Baillat Cardell & Fils for all the graphic design.
have fostered interpersonal communication about the project in the community that has contributed to recruitment. SPOT is made possible through funding from the Canadian Institutes of Health Research (CIHR) and the Réseau sida et maladies infectieuses des
Participants’ motivations for getting tested generally coincide with the key and supporting messages of the campaign. Fonds de la recherche en santé du Québec (FRSQ).
Clinique
L.O.R.I.