an online communication campaign through an edutainment website to promote HIV testing among men who have sex with men (MSM) in Thailand
Presented at XIX International AIDS Conference, July 22 - 27, 2012 at Washington, D.C., USA

THPE 250
Chattiya Nitpolprasert1, Tarandeep Anand1, Jintanat Ananworanich MD PhD1,2,3, Praphan Phanuphak MD PhD1,2, Wasana Sathianthammawit4, Charnwit Pakam4, Nittaya Phanuphak MD1,3
1 2 3 4

The Thai Red Cross AIDS Research Centre, Bangkok, Thailand The HIV Netherlands Australia Thailand Research Collaboration, Bangkok, Thailand South East Asia Research Collaboration with Hawaii (SEARCH), Bangkok, Thailand The Thai Red Cross AIDS Research Centre, MSM Sexual Health Clinic, Bangkok, Thailand

Nearly 3 in 10 MSM in Bangkok are HIV-positive. In response, the Thai Red Cross AIDS Research Centre launched “Adam’s Love”, an online communication campaign centered around an edutainment website ( The website and associated social media aims to encourage MSM in Thailand to adopt safer sexual practices and get HIV tested every three months.

Between September 2011 to June 2012, Adam’s Love gained huge media coverage worth 418,900 US Dollars. The website engaged 169,618 visitors worldwide with 869,297 page views measuring with an average visit duration of 4.6 minutes per visitor.
Adam’s Love billboard advertisement in Bangkok

Youtube educational and entertainment videos gained 177,221 views. Online website surveys showed willingness that 41.8% of Thai MSM were willing to get HIV tested within 3-6 months. Until February 2012, of approximately 4,800 MSM clients visiting the Anonymous Clinic, 25% accessed HIV/STI testing because of Adam’s Love and 200 MSM enrolled in a quarterly testing program.
ADAM’S LOVE WEBSITE STATISTICS: September 2011 - June 2012
25,000 20,000 15,000 10,000 5,000 0 Sep11 Oct11 Nov11 Dec11 Jan12 Feb12 Mar12 Apr12 May12 Jun12

Adam’s Love press conference, September 6, 2011 at the Thai Red Cross AIDS Research Centre, Bangkok

Launched in September 2011, offers 60% HIV/ STI education and 40% entertainment in English and Thai. The campaign features Thai and International male celebrities as role models to increase HIV/AIDS awareness and testing. The website content is produced and updated on a monthly basis. Over 110 expert advice videos, integrated social media and active web message boards. Adam’s Love membership club program offering incentives for quarterly HIV testing at the Anonymous Clinic, the Thai Red Cross AIDS Research Centre.

Hits 32,302,526 Av Pages per visit 5.03 pages

Total Number of Visits Unique Visitors

YOUTUBE EDUCATION CHANNEL: ADAMSLOVETHAILAND PERIOD: September 2011 - June 2012 TOP 10 EDUCATIONAL VIDEOS Video Title 1. Oral sex risks 2. Risk of HIV transmission after semen contact with eyes 3. Risks of sharing swimming pool and public toilet with HIV infected people 4. Risks involved in frotting 5. Symptoms of HIV infection 6. 3 simple step of free HIV testing at Anonymous Clinic 7. Insertive and receptive anal sex risks 8. How to take ARV medication 9. NAT test at Anonymous Clinic 10. HPV infection among men who have sex with men DEMOGRAPHICS Views 19,700 16,609 10,090 7,919 5,180 2,389 2,366 1,986 1,667 1,144


87% 3% 1% 1% 1% 1% 6% MALE FEMALE 77.4% 22.6%

Top viewing countries


The Adam’s Love online communication campaign has demonstrated its feasibility in engaging MSM in HIV/AIDS education. Online outreach and social media strategies can increase the uptake of HIV/STI testing and awareness among MSM in Bangkok, and need a continuous and ongoing effort. Next steps involve enrolling more 300 MSM in the quarterly testing program and creating new online and offline activities to engage MSM audience and promote HIV testing.
We are extremely grateful to The Thai Red Cross AIDS Research Centre and TREAT Asia/amfAR - The Foundation for AIDS Research for funding the project. We thank AIDS, TB and STIs Control Division - Bangkok Metropolitan Administration, Attitude Magazine Thailand, Aziam Burson-Marsteller Co.,Ltd, Bangkok, The Government Pharmaceutical Organization, HIV-NAT, Bangkok, SEARCH, Bangkok and all our wonderful sponsors for their support. We are thankful to Annette H. Sohn for advice and guidance, and all contributing doctors for their expert advice. We heartily thank Phan Wannamethee, Kiat Ruxrungtham, Gregory Carl, Siriporn Nonenoy, Santi Lawratchwee, Nattapol Rojjanarattanangkool, Tawatchai Deepattana, Haruehun Noppawan, Suvimol Decharkom, Adam’s Love participants and contributors, and The Thai Red Cross AIDS Research Centre staff for their valuable contributions to this project.

[Above] For Men Who Love Men t-shirt, [Left] Adam’s Love poster, [Right] postcard and Adam’s club program membership card

Please contact More information on Adam’s Love project can be found at our website Follow us at Watch our videos at and

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