1. No category

VCT Uptake Among Most At
Risk Populations in Vietnam:
The Contribution of a Social
Marketing for HIV Prevention
Program
AUTHORS:
Gary Mundy; Josselyn Neukom; Dinh Truong Linh Chi - Population Services International
(PSI) Vietnam
Do Huu Thuy – Vietnam Administration For AIDS Control
BACKGROUND
Since October 2008, the USAID Social Marketing for HIV Prevention Project, implemented
by PSI Vietnam in partnership with the Government of Vietnam and funded by
USAID/PEPFAR, has promoted the use of voluntary counseling and testing for HIV (VCT)
services among most at risk populations (MARP) in 8 PEPFAR priority provinces of
Vietnam.
INJECTING DRUG USERS
DESCRIPTION
% of male IDU got tested for HIV at VCT centers in the last 12 months
PSI has implemented comprehensive, multi-channel social marketing campaigns utilizing
targeted mass media, internet-based advertisements and interactive interpersonal
communications (IPC). The campaign Chan Troi Moi (CTM) promotes the use of free,
professional and confidential VCT services. Key campaign messages have been
developed to address factors associated with VCT uptake among female sex workers
(FSWs), their male clients, and injecting drug users (IDU).
Behavioral Study among Male IDUs in 7 project provinces, 2011
This paper presents research findings from behavioral surveys conducted among IUD
(2009), FSW (2011) and male clients (2011) to explore overall campaign coverage and
correlations between exposure to the initiative’s social marketing communications and
increased uptake of VCT services. Surveys covered the 7 Social Marketing for HIV
Prevention Project provinces in Vietnam (Hanoi, Ho Chi Minh City, Hai Phong, Quang
Ninh, Nghe An, Can Tho and An Giang).
Behavioral Study among Male IDUs in 7 project provinces, 2011
FEMALE SEX WORKERS
% FSW ever used VCT services in the last 6 months
METHODS
Both FSWs (n=1666) and IDUs (n=1092) were recruited using respondent driven
sampling. Male clients of FSWs (n=1983) were sampled using time location sampling.
Analysis was conducted using RDSAT (to produce adjusted estimates for RDS samples)
and SPSS to explore associations between program exposure and use of VCT services
across each at risk population (p< .05)
RESULTS
Chan Troi Moi VCT promotion
Female Sex Workers

Among FSWs that report seeing the CTM campaign, 59% report that exposure
came through billboards; 20% through campaign leaflets; and 14% through print
advertisements placed newspapers popular with FSWs.

Reported use of VCT services in the last 6 months is approximately 10%pts higher
among FSWs exposed to the campaign, compared to those with no exposure
(30.5% vs. 21.7%: p<.05).
Behavioral Study among Female Sex Workers in 7 project provinces, 2011
MALE CLIENTS OF FSWs
Male Clients of FSWs

Among male clients of FSWs that report seeing the CTM campaign: 97.7% report
that exposure came through billboards; 82.8% through newspaper
advertisements; 64.5% through online messages; and 20.7% through targeted
leaflets.

Reported use of VCT services in the last 6 months is significantly higher among
MC exposed to the campaign, compared to those with no exposure (5% vs. 2%;
p=0.05)
Injecting Drug Users

Among male injecting drug users (IDU) that report seeing the CTM campaign: 65%
report that exposure came through campaign billboards; and 51% report through
targeted campaign posters.

Among IDU exposed to the campaign and who can recall at least one message,
24% report using VCT services in the previous 12 months, compared to 16.7%
among those not exposed to the campaign.
Behavioral Study among Male Clients in 7 project provinces, 2011
Behavioral Study among Male Clients in 7 project provinces, 2011
CONCLUSIONS
Use of VCT services among MARP populations in Vietnam remains low. These findings suggest, however, that social marketing communications can have a positive role to play in promoting the use of VCT by populations at risk of HIV transmission. Increasing the coverage of social marketing campaigns utilizing multiple channels, will likely contribute to further increases in the percentage of MARP who learn their HIV status.
The funding for this project has been provided by the United States Agency for International Development (USAID), under the President’s Emergency Plan for AIDS Relief (PEPFAR) for the USAID Social Marketing for HIV prevention Project in Vietnam.
Contact: [email protected]
PSI at IAS 2012
PSI■■
1120 19TH STREET, NW | SUITE 600 WASHINGTON, DC 20036
PSI.ORG | TWITTER: @PSIHEALTHYLIVES | BLOG: PSIHEALTHYLIVES.COM