As a response to the rising trend of new HIV infections among men who have sex with men (MSM), a group of volunteers in Manila, Philippines, formed a nonprofit organization called The Red Whistle (TRW). MSM in the Philippines suffer not just from HIV-related stigma but also from gender-based discrimination. In order to circumvent this environment, TRW devised ‘#SaveSexy’ a gamified approach to HIV awareness communication and HIV testing promotion that is not explicitly targeted to MSM but used visual imagery and messaging that would attract an MSM crowd. Using well-designed merchandise and branding, celebrity volunteers, and themed activities, ‘#SaveSexy’ encouraged its target audience to rethink the concept of ‘sexy’ as being confidently aware of their sexual health. The campaign takes its cue from market research done by TRW and partner ad agencies on what works for its target audience and applies this research to sexual health promotion. In this format, TRW partners with local government units and community-based organizations to organize ‘races’ where three teams of volunteers compete to encourage the most number of individuals to get tested in a single day. Elements of the strategy include teaming up with a celebrity volunteer and using social media to boost the reach and engagement of the information drive online. It also includes partnering with the local government’s health office who will provide volunteers and materials for HIV testing. Aside from being well received, the intervention is also cost-effective. Designed to cost at around Php 250,000 (USD 5,000) per event targeting 350 individuals tested, the average cost per is Php 715 (USD 14) per individual tested. In February 2019, it reached the most number of individuals tested in one day at 1,006, also for the lowest amount invested at Php 170,000 or USD 3,400. Average cost per individual tested was Php 169 (USD 3.38).

Disclosure No significant relationships.