Key Challenge:

There has been a substantial increase 15-20% of HIV-infection in the past 6 years among Men-having-sex-with-Men (MSM) groups, which is 2 times faster than heterosexual group’s infection increment.

“AIDS” has long been a taboo to the gays, resulting an extremely low number of HIV status check taken after their unsafe sex. When talking about HIV prevention, government & related parties tend to employ “fear approach” to highlight the risk & any severe consequences accompanied with the disease, hindering the gays from truly understanding AIDS-related topics, and pathetically makes them FEAR to take a status check and avoid discussing AIDS- topics.

Campaign Objectives:

i. To change MSM group’s wrong perception by tearing off the negative labels and stigma associated to HIV status check-up

ii. To re-form MSM groups’ positive attitude to HIV check-up, with the goal to capture at least 50% increase in number of HIV status check-ups

1.Tour Activation: turn passives into actives and step into gays’ real life

We repackage the HIV prevention safe sex kit to a nicely-looking pack like “Chrysanthemum Tea“ outer box to ease MSM community’s resistance to get safe sex kit samples. MSM community can get the kit from the Kuk Fa Cha vending machine touring around them at stigma-free spots (e.g. bars, gay pride parade).

2.Social Media: Build Positive Relationship

We launched the “Early Check” Online Video, a tribute to a well-known HK TVC classic on Facebook, forums (i.e tt1069.com) and youtube for viral in a light-hearted way. Also, we initiated “Friendly Buddy Chats” on famous social gay apps (i.e. Jack’D and Grindr) to create POSITIVE greet-and-chat conversations to ease tension and answer inquiry about AIDS-related issues

3.KOL supports

Inspiring-to-gays KOLs are invited as ambassadors by injecting their positive energy to share the inspiring reasons for taking HIV check-up