In the period 2008–2009 the Dutch Safe Sex Campaign (DSSC) effectively improved the attitudes and intentions among young people (18–25 yrs) to maintain condom use in a new relationship until both partners have done a STI test. The positive intentions increased from 50% (Aug 2008) to 73% (Nov 2009). However, no changes were seen in self-reported condom use in this period. Theoretical models show that in case of positive intentions a strategy aimed at improving implementation intentions can be effective on behavioural level. In line with this strategy DSSC 2011 is designed to improve implementation intentions in the chain of skills which are relevant for condom use: buying—carrying—communicating about and using condoms.
Method The campaign strategy consists of three stages. In the third stage (Sep 2011) an e-learning module will be launched which will train condom skills and help to concretely plan condom use. The first two stages are especially designed to generate content for the e-learning module in co-creation with the target group members and the MHC. In the first (awareness) stage of the campaign (Feb 2011) members of the target group were invited to report about the campaign. A kick off session was organised for editors of school magazines and popular vloggers (video webloggers). During the kick off the young reporters were facilitated to produce their own safe sex campaign materials. They were also given the opportunity to interview a Dutch celebrity about the campaign topic. The results were used to promote the campaign on YouTube, Twitter and local school magazines. At the same time discussions and polls about the campaign topic were initiated on several community sites. In the first stage, the campaign also provided a game to the MHC. This game is played in school classes with students of secondary education. The game consists of settings that are relevant for the e-learning module: a drugstore (buying condoms), schoolyard and disco (carrying condoms), bedroom (communicating and using condoms). The MHC officers invited the student to discuss the condom skills in these settings and register the advices that are most relevant to them. These advices will be used as content in the e-learning module. In the second stage (April—June 2011) the target population will be mobilised to participate in the campaign through popular social media. The target group will be asked to reflect on the results of the discussions and polls in the first stage. They will also be invited to send in their ideas for a TV-campaign. The concept of the winner will be used as input for the definite TV-commercial(s) broadcasted in September 2011.
Results Almost 200 school magazine reporters and 11 vloggers participated in the first stage of the campaign. More than 80 000 people viewed the nine vlogs that were produced in the first week.
Conclusion Social media offer good opportunities to co-create safe sex campaigns with the target group.
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