The Resist Meth social marketing campaign was developed by Better World Advertising
(BWA) for the San Francisco Department of Public Health (DPH) and launched in June 2007.
The goal of the campaign was to reduce the spread of HIV among gay men in
San Francisco by addressing usage of crystal methamphetamine in the target population.
Meth use has been shown to be highly correlated with increased unprotected sex in men
who have sex with men, and corresponding increases in HIV transmission. The campaign
sought to impact community norms around meth use and to promote greater awareness of
the problem and community mobilization to address it.
In San Francisco approximately 25% of gay men are living with HIV. Knowledge of HIV status, disclosure (telling sex and needle sharing partners your HIV status and asking them theirs) and serosorting are important prevention techniques used by gay men in San Francisco to prevent the further spread of HIV. This campaign aimed to normalize the disclosure of HIV status for both HIV-positive and HIV-negative men so it’s not that big of a deal to share knowledge of HIV status with sex partners.
This campaign was developed to help support the Disclosure Initiative, a community-wide project of the HIV Prevention Services Branch of the San Francisco Department of Public Health which offers counseling referral services for people seeking assistance with HIV disclosure.
FACT SHEET: How does evaluation help in HIV Prevention?
UCSF Center for AIDS Prevention Studies