Get It On
Our 2007 campaign to increase condom usage amongst gay men
In April 2007 CHAPS Get It On Progamme was launched. Unlike most CHAPS campaigns the Get it on campaign was not limited to the usual three month campaign life span but was an be an ongoing programme, which ran at different periods over a three years.
The Get It On device was developed so that it could be used across a range of methods and in a variety of settings to promote condom use.
The aim of the campaign
The programme of work has its roots in strategic aim 2 of the CHAPS strategy Making it count, in particular its references to condom use;
Men know that anal intercourse is by far the most common and easiest route of HIV transmission and understand how the use of a condom prevents HIV exposure
Men have the skills to use condoms and lubricant correctly
Men know and understand the difference between condoms and between lubricants and their relationship to condom failure
Men know that incorrect use of condoms increases the rate at which they fail
Reassert condom use as contemporary, very widespread and central to gay and bisexual men’s lives.
It was felt among CHAPS partners that there was a need for renewed high profile promotion of condoms with the aim of strengthening existing pro safer sex attitudes among gay and bisexual men and encouraging more consistent condom use. The consensus was that a campaign was needed which once again reaffirmed the position of condoms at the heart of gay life and culture.
The campaign also set out to:
Not explicitly tell men what to do, especially no glib exhortations to ‘use a condom every time’
Use a range of body types, ages and ethnicities
Not attempt to sell condoms as ‘sexy’, fun or easy to use
Give facts relevant and of use to the audience about condom usage and HIV in their community
Signpost resources of more detailed information that honestly explore men’s issues and problems around condom use
Campaign message
Get It On had one simple message for the mass media elements:
That nine out of ten gay men use condoms.
Target audience
Get it on had the broadest target audience of any CHAPScampaign. The campaign is relevant to all men with the exception of those with a strong attachment to not using condoms (chiefly men in sero-concordant relationships or those who, for other reasons, are not likely ever to be committed to condom use).
Materials supporting the campaign
With the launch of the campaign a variety of material were developed to reinforce the Get it on message.
These included:
- Press ads
- Posters and leaflets
- Website www.chapsonline.org.uk/getiton
- Web banner ads
- Screensavers
- Stencils
- Lightboxes
- A0 posters for display in shop windows
- Exposed! Magazine
- Knick Knacks and other outreach materials: Condom packs, Temporary tattoos, Travel card/condom wallet, Key ring torches, & T-shirts.
- Campaign briefing PDF
- Campaign materials
Go to the microsite