Scary NY HIV Video
posted: 20/12/2010
New York City's Department of Health is defending a controversial ad that uses rotting brains, decaying bones and bleeding anuses to convince young gay and bi men to use condoms.
"I am completely comfortable with what we put out here. I have talked with many young men who are HIV positive," said Dr. Monica Sweeney, assistant commissioner for the city's Bureau of HIV/AIDS Prevention and Control. "This is not fabricated. These are real conditions that affect people even though their viral load might be under control."
'Offensive and dishonest', or 'Prevention shock value'
The ad has split people – many are offended by its scare tactics and call the campaign dishonest – but others think the video's shock value could prevent the spread of HIV.
"I reject portraying my life -- 15 years and counting with HIV -- as a hellish nightmare," said Jim Pickett, advocacy director at the AIDS Foundation of Chicago. "Has it been tough? Yes ... living with HIV is challenging, but it is not one big long scream of agony for most of us. But nuance isn't eye catching or sexy, is it?"
The controversial NY City Department of Health video ‘It’s Never Just HIV’
Scaring people about HIV does NOT work
There is no evidence that scaring people works for HIV – and much evidence to show it does far more harm than good – the recent UK review of all the evidence, the Role of Fear in HIV Prevention, shows the use of fear fails.
Does using fear of HIV work?
Would using more fear in HIV prevention work? ‘The role of fear in HIV prevention’ is written as a guide for gay men’s HIV prevention workers, but many other people, including people with HIV, are very interested in this and have strong views about it. It is an interesting and informative read, on four illustrated pages.
It looks at the scientific evidence for whether fear works or not, considers the ideas behind it, and looks into the unforeseen consequences and risks of using fear in HIV campaigns.
Fear is for the Fearless
The evidence shows that fear only works with people who are not already frightened by HIV. But 98% of gay men say (in Gay Men’s Sex Survey, 2008) they agree or agree strongly that “HIV is still a very serious medical condition.” So almost every single gay and bi man is already fearful of HIV. Perversely, adding to that fear can make things worse for the men at more risk of HIV.
As Adam Bourne says:
“It will remain a constant challenge for those promoting sexual health and well-being to attract the attention of their target audience among the many other advertisements that compete for their attention.
“The temptation is to produce shocking or explicit imagery, which may stand a better chance of being noticed or being remembered.
“However, it is doubtful whether it will actually be successful at influencing behavioural choices.
“Most gay men and other men who have sex with men are already motivated to avoid HIV, but some still lack the knowledge or the power to do so.”
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“Inducing fear is not an effective way to promote previous HIV relevant learning or condom use either immediately following the intervention, or later on.
However, HIV counselling and testing can provide an outlet for previous HIV-related anxiety and, subsequently, gains in both knowledge and behaviour change immediately and longitudinally.” Earl & Albarracin, 2007
The role of fear in HIV prevention, Adam Bourne, 2010, Sigma Research Briefing no.1 for the CHAPS gay and bi men’s HIV prevention partnership
Source
More information and comment from The Body (leading USA HIV website)
The NY City Department of Health video ‘It’s Never Just HIV’
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