FEBRUARY 2006 — Family Health International and several partners have launched a communications campaign in Thailand to stem the explosive growth in HIV infection among men who have sex with men (MSM).

This pilot program is raising awareness, promoting safer sexual behavior and encouraging MSM to use health services for HIV/AIDS and sexually transmitted infections. It utilizes numerous modes of communication, including print and web banner ads, call centers, radio spots, road shows and public relations.

The $220,000 initiative, called "Sex Alert," runs from February 2006 through September 2006 in Bangkok and Chiang Mai. FHI's partners include Thailand's Ministry of Public Health (MoPH) and local MSM-focused groups. The local organizations are Bangkok-based Rainbow Sky Association of Thailand (RSAT) and Service Workers IN Group (SWING), and Chiang Mai-based Mplus. The project is funded by the President's Emergency Plan for AIDS Relief through the U.S. Agency for International Development.

"The fact that all of these leading organizations, from government, non-profit and private, are actively supporting the campaign shows both the seriousness of the situation and the unified understanding that a concerted effort is needed to help stop the spread of HIV/AIDS and other sexually transmitted infections among MSM," said Dr. Somchai Sriplienchan, country director of FHI/Thailand.

The Thai government and NGOs have experienced success in containing HIV infection by targeting certain populations such as female sex workers and their male clients. However, a recent study of the MSM community in three major Thai cities found HIV prevalence has grown dramatically in the past few years. The survey found, for example, that the infection rate among MSM in Bangkok increased from 17.3 percent in 2003 to 28.3 percent in 2005.

MoPH also reported in January 2006 that MSM were particularly vulnerable to new HIV infections during the past year. Infections among MSM currently represent one-third of all new infections in the country.

Organizations that work with MSM cite several reasons for these alarming statistics. The national HIV strategic plan has not included MSM. There has only been limited outreach to the MSM community. Stigma and discrimination have been driving this vulnerable population underground, making it hard to reach with HIV prevention interventions.

USAID Regional Mission Director Timothy Beans asserted that the scope of the problem "means that we've let our guard down. And it requires that we work together to address this issue and to prove that the Thai HIV prevention model for success is not just a relic of the past, but a flexible model that is responsive to the realities of HIV today."

The MSM campaign is part of MoPH's efforts to strengthen its HIV prevention activities. The initiative supports the ministry's goal of reducing HIV incidence by 50 percent in the next three years among MSM, youth, injection drug users, female sex workers and their clients, and discordant couples.

FHI/Thailand is playing a leading role in developing the complementary communications materials. Print ads are appearing in several MSM-targeted magazines and banner ads on leading Thai language websites. "Advertorials" are running in magazines featuring celebrities well-known in the MSM community who promote the use of condoms and lubricants.

The ads direct readers to USAID-supported call centers and websites providing information on HIV/AIDS prevention and care. RSAT, SWING and Mplus are operating these sites. In addition, radio spots are running in Chiang Mai promoting safer sex practices.

An ongoing road show kicked off in February 2006 with stops at locations popular among MSM in Bangkok and Chiang Mai. Booths have been set up at these sites to distribute information packets and protection kits. The information packets contain leaflets, brochures and flyers with advice on HIV/AIDS prevention and care. The protection packages contain some of the 30,000 condoms and lubricant kits donated by Thai Nippon Rubber Industry Company. The campaign also targets media outlets with information for the MSM community.

"The more frequent contact we can make with those who are most vulnerable to HIV, the better chance that our messages will have an impact on HIV transmission rates as well as appropriate use of STI and HIV services, and we can start to curb the spread of HIV and sexually transmitted infections in these communities," said Dr. Sombat Tanprasertsuk, director of the Bureau of AIDS, TB and STIs in MoPH.

                                                                — Alan Goodman

Photo: Dr. Somchai Sriplienchan, country director of FHI/Thailand, discusses the campaign. Image courtesy of FHI.