CHAPS ‘Clever Dick/Smart Arse’ condom campaign
Launch date: 23 November 2011, running until end February 2012
Campaign aim: to increase condom use among gay/bisexual men in England. To do this by:
• showing real men endorsing condom use
• making access to condoms easier (through free distribution in gay venues and promotion of discounted online purchasing)
• helping men judge their risk of being involved in HIV transmission and their need for condoms (through an online risk assessment)
• increasing knowledge about correct condom use (through online information provision)
Target audience: all sexually active gay/bisexual men but with segmentation by age. Younger men have greater need around condoms due to lack of knowledge and less exposure to previous campaigns; their behaviour is less fixed and easier to influence around community norms regarding condoms. Pre-testing had a bias towards men under 25, their favoured design was chosen over a rival route more popular with older men and the styling of the campaign, models and incentives (fashion jeans, iPads) were chosen to appeal to younger men. Targeted promotion of the campaign in London took place in venues with a young customer base, eg Popstarz and G.A.Y.
Insight: Around 1,200 gay men were asked in an online survey (Sigma Panel) why they used condoms and their answers dictated campaign messages around ‘protection’ and ‘peace of mind’. Two rounds of focus groups generated further insight, eg, younger men preferred not to see men’s faces in the press ads (faces did feature on the web site and in press editorial) as this potentially lowered engagement (risk of not desiring/identifying with men in images). Pre-testing gave pointers on how best to promote the online risk assessment (men wanted incentives, eg a prize draw, and for HIV not to feature prominently in its promotion).
Commercial and other partners
Cross promotion with a jeans manufacturer (Monkee Genes): they donated stock, providing incentivisation for the risk assessment. Such incentives have so far led to over 2,200 men entering the prize draw attached to the risk assessment. A gay magazine (Boyz) provided a three page article and front cover feature. A collaboration with Freedoms (NHS condom supplier) resulted in a link from the condom campaign web site to their site, an exclusive ‘Clever Dick’ discount for men ordering online from Freedoms and 30,000 free condoms (plus matching amounts of lubricant). Several gay bars supplied staff for use as models and logistical help with a community launch event in a Soho bar.
Risk assessment
A first for the UK, this online survey gave men instant feedback on their HIV risk factors - and, if they left an email address, a detailed personalised breakdown of the risk profile over the last year. Ten weeks into the campaign over 6,200 had taken part. Over 1,500 men asked for a detailed breakdown of their risk factors to be emailed to them. Over 17,000 men have so far visited the campaign web site that houses thampaign aim: to increase condom use among gay/bisexual men in England. To do this by:
• showing real men endorsing condom use
• making access to condoms easier (through free distribution in gay venues and promotion of discounted online purchasing)
• helping men judge their risk of being involved in HIV transmission and their need for condoms (through an online risk assessment)
• increasing knowledge about correct condom use (through online information provision)
Launch date: 23 November 2011, running until end February 2012
Campaign aim: to increase condom use among gay/bisexual men in England. To do this by:
• showing real men endorsing condom use
• making access to condoms easier (through free distribution in gay venues and promotion of discounted online purchasing)
• helping men judge their risk of being involved in HIV transmission and their need for condoms (through an online risk assessment)
• increasing knowledge about correct condom use (through online information provision)
Target audience: all sexually active gay/bisexual men but with segmentation by age. Younger men have greater need around condoms due to lack of knowledge and less exposure to previous campaigns; their behaviour is less fixed and easier to influence around community norms regarding condoms. Pre-testing had a bias towards men under 25, their favoured design was chosen over a rival route more popular with older men and the styling of the campaign, models and incentives (fashion jeans, iPads) were chosen to appeal to younger men. Targeted promotion of the campaign in London took place in venues with a young customer base, eg Popstarz and G.A.Y.
Insight: Around 1,200 gay men were asked in an online survey (Sigma Panel) why they used condoms and their answers dictated campaign messages around ‘protection’ and ‘peace of mind’. Two rounds of focus groups generated further insight, eg, younger men preferred not to see men’s faces in the press ads (faces did feature on the web site and in press editorial) as this potentially lowered engagement (risk of not desiring/identifying with men in images). Pre-testing gave pointers on how best to promote the online risk assessment (men wanted incentives, eg a prize draw, and for HIV not to feature prominently in its promotion).
Commercial and other partners
Cross promotion with a jeans manufacturer (Monkee Genes): they donated stock, providing incentivisation for the risk assessment. Such incentives have so far led to over 2,200 men entering the prize draw attached to the risk assessment. A gay magazine (Boyz) provided a three page article and front cover feature. A collaboration with Freedoms (NHS condom supplier) resulted in a link from the condom campaign web site to their site, an exclusive ‘Clever Dick’ discount for men ordering online from Freedoms and 30,000 free condoms (plus matching amounts of lubricant). Several gay bars supplied staff for use as models and logistical help with a community launch event in a Soho bar.
Risk assessment
A first for the UK, this online survey gave men instant feedback on their HIV risk factors - and, if they left an email address, a detailed personalised breakdown of the risk profile over the last year. Ten weeks into the campaign over 6,200 had taken part. Over 1,500 men asked for a detailed breakdown of their risk factors to be emailed to them. Over 17,000 men have so far visited the campaign web site that houses thampaign aim: to increase condom use among gay/bisexual men in England. To do this by:
• showing real men endorsing condom use
• making access to condoms easier (through free distribution in gay venues and promotion of discounted online purchasing)
• helping men judge their risk of being involved in HIV transmission and their need for condoms (through an online risk assessment)
• increasing knowledge about correct condom use (through online information provision)
