Tet 2023
The first “95” – identifying those with HIV – remains the most challenging to reach in Vietnam and trying to find innovative ways of tapping into key populations remains a focus in the response. LADDERS rolled out a massive campaign during the 2023 Tet holiday, utilizing the “SAFE Around U” campaign strategy to bring awareness to HIV. The online “SAFE AROUND U TẾT” campaign – Gói Tết, which commenced from Jan 15 and ran through and beyond the Tet holiday, consists of various multimedia materials communicating key messages on self-testing, self-love, PrEP, PEP, K=K [U=U], as well as promoting community-based HIV services. The recently upgraded D.Health application was also promoted as a tool during the campaign.
The media and materials were specifically targeting young men as either heart-felt short videos or propaganda posters with meaningful Tet-inspired captions were posted and shared by nearly 50 CBOs/SEs and a few popular youth-hyped fanpages and Tik Tok channels. So far, the Gói Tết campaign has been received and commented on by thousands of young people all around the country during the holiday via popular social media platforms like Facebook, Zalo and Tiktok. This activity hopes to remind and encourage MSM, particularly young MSM, to find their nearest CBO for HIV and health services including counseling, testing, self-test kits, referral and support. Potential clients that come to the site are provided with the information to link with the CBOs that may be the most convenient for them to access and utilize.
Through this platform, and the ubiquitous use of social media among younger men, particularly MSM, messaging of the campaign to connect directly with those clients who would most benefit from the services is attained. By tailoring messaging, and not just tapping into the social media platforms, LADDERS hopes to optimize its outreach and assure better targeted support to more young MSM comfortable with testing and accessing client friendly services.
For more information about the campaign, kindly refer to this link: https://drive.google.com/drive/folders/1z3w7HYdFLrMbHStlMKCZmnVhI_Yk6YxK
Figure 1. Tet-inspired short videos were well received among young people on social media with thousands of views and likes.
Figure 2. Young MSM-hyped fanpages and platforms shared “SAFE AROUND U TÊT” materials, disseminating key messages even further out to young at-risk people nationwide.
Figure 3. An interactive game was played by a number of young MSM during the Tet holiday for engagement and promising ‘lì-xì’ (lucky money) for the new year.
