TEMANTEMAN.ORG FOR EVERYONE AND ANYONE
Temanteman.org, an integrated public-private sector communication strategy to scale up early and routine HIV testing among most-at-risk populations (MARPs) in Indonesia TUPE 174
Presented at AIDS 2014 - Melbourne, Australia Tarandeep Anand 1,2, Chattiya Nitpolprasert 1,2, Annette H. Sohn MD 3 , Tuti Parwati Merati MD 4 , Samsuridjal Djauzi MD PhD 5, Evy Yunihastuti MD PhD 5, Darma Imran MD 5, Praphan Phanuphak MD PhD 1,6, Jintanat Ananworanich MD PhD 1,2,6, Nittaya Phanuphak MD PhD 1,2 1
2
3
The Thai Red Cross AIDS Research Centre, Bangkok, Thailand, SEARCH, Bangkok, Thailand, TREAT Asia / amfAR – The Foundation for AIDS Research, Bangkok, Thailand, 4 Division of Tropical and Infectious Disease, Department of Internal Medicine, Faculty of Medicine, Udayana University and Sanglah Hospital, Bali, Indonesia, 5 Working Group on AIDS, Cipto Mangunkusumo Hospital - Faculty of Medicine, University of Indonesia, Jakarta, Indonesia, 6 The HIV Netherlands Australia Thailand Research Collaboration, Bangkok, Thailand
BACKGROUND
RESULTS
Indonesia has the fourth largest number of global Facebook users, and Jakarta is the world’s most Twitter-active city. It is an Islamic-majority country where talking about HIV remains difficult. In 2012, the HIV rate among men who have sex with men (MSM) was 8.5% and 36% among injection drug users. A primary challenge is to engage at-risk populations to enter the cascade of HIV prevention. Following the success of Adam’s Love (www.adamslove.org) in Thailand, we launched TemanTeman.org, to be Indonesia’s one-stop online source for reliable information on HIV/sexually transmitted infections (STIs), and to increase HIV testing.
[Left] Dian Sastrowardoyo and Joe Taslim, TemanTeman.org brand ambassadors, [Right] TemanTeman.org launch press conference
METHODS TemanTeman.org utilizes an integrated communication and marketing strategy by partnering with healthcare providers and the private sector, including high end fashion malls, celebrities and fashion industry representatives, public relations firms, print media, and photographers to create an outreach platform.
At TemanTeman.org’s official launch press conference, Indonesian celebrity Dian Sastrowardoyo received an HIV test, encouraging 40 others to get HIV tested at the venue. TemanTeman.org HIV/AIDS awareness TemanTeman.org HIV Awareness Photography Exhibition fashion photography exhibition featuring 15 high profile Indonesian celebrities was conducted at Senayan City, Jakarta’s high end fashion mall and attracted nearly 90,000 visitors in 5 days.
FEMALE 18%
MSM 59%
MALE 20%
TOTAL 392 People Temanteman.org membership program HIV testing uptake by sexual orientation
Celebrities get tested for HIV and promote on their social media network
CONCLUSIONS
A mobile HIV testing program was conducted at the exhibition venue where 103 people volunteered for rapid HIV testing and counseling in 2 days. Nearly half (47.5%) were age 18 through 25, most were men (79%), more than half (51.4%) were MSM, majority (84.4%) were first time testers, most (80.5%) were sexually active and nearly half (42.7%) reported never using condoms.
Temanteman.org has demonstrated its feasibility in engaging Indonesians in HIV awareness and is a step forward in reducing stigma associated with HIV testing in a culturally sensitive and diverse setting.
Between November 2013 to May 2014, a total of 392 people enrolled in TemanTeman.org membership club program of which 86 people were diagnosed HIV positive and majority were MSM (88.3%).
There is a need to expand access to free testing since there is a willingness to test for HIV among communities in Indonesia, but testing cost and logistic are barriers.
TemanTeman.org reached a global media coverage value worth 385,800 US Dollars.
Free mobile HIV testing and counseling, same-day results and post-test support integrated with TemanTeman.org online communication strategy is an effective intervention to scale-up HIV testing and reach out to most-at-risk and hard to reach communities in Indonesia.
Nearly 7 million fans were reached through celebrities tweets and instagram posts on HIV awareness and testing, the website received over 7.5 million Celebrity Involvement hits, engaged 209,291 unique visitors worldwide with 619,032 page views with an average visit duration of 3.36 minutes per visitor, Facebook channels gained 13,700 fans, and YouTube videos gained 90,121 views. The three top-rated videos included symptoms of HIV, syphilis and gonorrhea, and HIV transmission modes and effect on the immune system.
Celebrity Involvement
Conducting same-day HIV mobile testing event in a high end fashion mall is acceptable in Jakarta.
Mobile testing activity at Senayan City mall. 103 people received free rapid HIV Test and TemanTeman.org t-shirts
TemanTeman.org offers 70% HIV/STI education and 30% edu-tainment in Bahasa Indonesia and English.
While high-profile Indonesian celebrities serve as brand ambassadors and attract interest, the site and linked social media networks offer fashion photography designed to increase HIV awareness and testing, over 110 expert advice videos, and web message boards for health advice, and a membership club program linked with six healthcare centers in Jakarta and Bali, where those getting an HIV test receive free TemanTeman.org t-shirt.
TRANSGENDER 3%
ACKNOWLEDGEMENTS We are extremely grateful to ViiV Healthcare, TREAT Asia/amfAR - The Foundation for AIDS Research, and The Thai Red Cross AIDS Research Centre for supporting TemanTeman.org project. We thank Working Group on AIDS, Cipto Mangunkusumo Hospital - Faculty of Medicine, University of Indonesia in Jakarta, Division of Tropical and Infectious Disease, Department of Internal Medicine, Faculty of Medicine, Udayana University and Sanglah Hospital in Bali, and SEARCH, Bangkok for their support.
[Left] TemanTeman.org mobile testing promoted by Indonesian pop singer BCL reaches 3.47 million Twitter followers [Right] Brand Ambassador Dian Sastrowardoyo encourages her followers to receive free HIV test at the mobile clinic, which is retweeted by her fans
We heartily thank all contributing Indonesian celebrities - Dian Sastrowardoyo, Joe Taslim, Bunga Citra Lestari, Pevita Pearce, Rio Dewanto, Atiqah Hasiholan, Arifin Putra, Mario Lawalata, Dion Wiyoko, Whulandary Herman, Dimas Beck, Ario Bayu, Rahmah Umayya, Adinia Wirasti, Reza Rahadian and Edward Gunawan, Studio 47, Men’s Folio Indonesia and Senayan City Mall for their valuable contributions to this project. We are thankful to Angsamerah Clinic, Ruang Carlo, Kerthi Praja Foundation, Bali Medika, Spiritia Foundation and all HIV/AIDS organizations in Indonesia for their kind contribution.
Further Information: Please visit www.temanteman.org or contact tarandeepsinghanand@gmail.com, info@temanteman.org