Reaching Men Who Have Sex With Men (MSM): Findings and Lessons Learned From the Act Against AIDS Campaign and Other HIV Communication Efforts

Theoretical Background and research questions/hypothesis: The successful implementation of campaigns and initiatives for men who have sex with men (MSM) is contingent upon the ability to effectively reach the audience.  While knowledge of channel usage is important, the effective delivery of messages also requires an understanding of message acceptability within a given channel. Finally, it is important to identify specific audiences within the MSM population and the channels that best reach those subpopulations based on relevant demographic and behavioral characteristics.

Methods:  Between 2010 and 2013, CDC conducted formative research activities to identify appropriate channels to reach MSM which included: in-depth interviews with MSM (N=293), quantitative surveys with MSM (N=396), key informant interviews with key opinion leaders (N=11) and consultations with subject matter experts. A thematic analysis of qualitative data was conducted to identify audience segmentation within the MSM population (e.g., young black MSM (BMSM) or Latino MSM (LMSM)) and channels for different types of messaging (e.g., HIV testing or partner communication). Basic descriptive statistical and regression analyses examined the frequency and variability of different channels to reach MSM based on demographic (e.g., race/ethnicity, age) and behavioral characteristics (e.g., HIV testing frequency, risk factors).

Results:  A triangulation of data indicates that the majority of MSM use social media (e.g., Facebook, Twitter) and visit dating and hook-up sites (e.g., Adam4Adam, Grindr). Readership of print media tended to be low; however supplemental use of print media for specific audience segments was recommended (e.g., local newspapers targeted to older BMSM or LMSM). Partnerships with national and local LGBT organizations are essential for campaign dissemination success.  Additionally, engaging nontraditional partners (e.g., adult entertainment industry and bloggers) may also be an effective way to reach MSM, particularly those at high risk for HIV.  However, it should be noted that some consultants have expressed concern that utilizing sex-related sites for HIV prevention messages will result in message rejection. MSM are most interested in receiving information about HIV from the following locations: the doctor’s office, community health clinic, social networking sites, Pride Events, and dating and hook-up sites. There are similarities in the data across demographic audience segmentation, however, within target segments, important characteristics need to be considered. For example, engaging Spanish language radio stations is the best way to reach lower literacy LMSM. Behavioral data indicate that among BMSM, testing frequency is associated with use of dating and hook-up sites and desired sources for information about HIV.

Conclusions:  Segmenting the audience by demographic (e.g., race/ethnicity, age, income) and behavioral (e.g., HIV testing frequency, risk factors) characteristics will result in a more effective delivery of campaign messages.

Implications for research and/or practice:  To reach MSM overall consider using social and digital media, engaging relevant partners, and attending community pride events. Findings indicate that effective channels to reach BMSM and LMSM should be segmented by specific characteristics; younger BMSM and LMSM are more likely to respond to social and digital media messages, whereas traditional channels (e.g., radio, television) are more effective to reach older segments of the population.