AIDS Foundation
Motives and barriers to condom use among men who have sex with men.
The challenge
What role does the condom play for men who have sex with men (MSM)?
In September 2014, the AIDS Foundation, in collaboration with the Danish Health Authority, launched the campaign ’Only with condoms’ by distributing sample packs of condoms in different sizes to men who have sex with men (MSM) to raise awareness of the benefits of condom use and any misconceptions about condom use.
The AIDS Foundation contacted Analyse Danmark about a customer journey process that could uncover motives and barriers to condom use throughout the process from initial contact to parting - and provide input to support the AIDS Foundation's message of ’reintroducing’ the condom for, among other things, HIV prevention to the target group MSM, as well as provide visibility through the newsworthiness of the conclusions and figures in connection with PR. with PR.
The methodology
Combination study in three phases:
- In-depth interviews
- Online survey
- Bulletin Board
When it comes to qualitative research, we offer a range of different methods, carried out by highly experienced moderators. Here, for example, could be. focus groups, in-depth interview or online bulletin boards come into play. Most methods are available in both traditional face-to-face and online versions, which offer better geographical spread and are less time-consuming for respondents.
Results
New insights and knowledge base as a basis for dialogue with the AIDS Foundation's partners
Analysis Denmark's report delves into the target group's motives and barriers to condom use, the role of condoms, MSM's use of language around safe and unsafe sex, and additional insights presented in a visual format. Among other things, the study shows that MSM operate with a so-called calculated risk assessment in relation to partners and situations. partners and situations when it comes to condom use/non-use.
- ‘Trust in partner’ is considered by MSM as one of the main reasons for not using a condom, and the influence of alcohol and drugs can also contribute to condoms not always being used. 49% of MSM who have had more than 10 sexual partners in the past six months use free condoms in cafes and bars. This indicates that free condom distribution is an important element in the prevention of HIV and other sexually transmitted diseases among this target group. Read more about how the study has changed the City of Copenhagen's allocation.
Among other things, the study has contributed to increased knowledge of MSM's condom behaviour, including differences in the target group related to e.g. sexual preferences (active vs. passive), age, etc. and more specifically to form a knowledge base for the AIDS Foundation's dialogue with the City of Copenhagen about subsidies for free condoms in the city's cafés and bars.
The study has provided us with insight into the motivations that influence the uptake and rejection of condoms in very intimate situations. This allows us to formulate strong messages both in our dialogue with the MSM target group and in mass communication. Furthermore, the quantitative part of the study has shown that easy access to free condoms is an important and central part of Danish HIV prevention.
Ole Møller Markussen, Project Manager AIDS-Fondet