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Social marketing campaigns that promote condom use among MSM: A literature review

Dr Stephen Neville, RN, PhD, FCNA (NZ), Senior Lecturer, Director Postgraduate Programmes, School of Nursing, Massey University, Auckland, NZ

Jeffery Adams, PhD, Researcher, Massey University, Auckland, NZ

Judith Holdershaw, PhD, Senior Lecturer, Massey University, Palmerston North, NZ

Reference -

Neville, S., Adams, J., & Holdershaw, J. (2014). Social marketing campaigns that promote condom use among MSM: A literature review. Nursing Praxis in New Zealand, 30(1), 5-16


The turn of the century has seen an increase in reported cases of sexually transmitted infections including the human immunodeficiency virus, particularly in groups of men who have sex with men.  Both internationally and in New Zealand the implementation of social marketing human immunodeficiency virus prevention programmes are identified as appropriate mechanisms to promote condom use in men who have sex with men.  Eleven quality assured articles met the inclusion criteria and were consequently included in the review.  The review presented here strongly supports the utilisation of behaviourally based social marketing campaigns to increase condom use in men who have sex with men.  Nurses are frequently the first point of contact for consumers of health services.  As such they need to have a sound understanding of not only Get it On!, a New Zealand social marketing campaign designed to promote condom use, but also about existing international campaigns.  Nurses should also know about social marketing principles if they are to effect positive changes in condom use and address the complex challenges inherent in tackling increased rates of sexually transmitted infections, including the human immunodeficiency virus.

Key words

Gay men's health, men who have sex with men, condom use, sexual risk behaviour, health promotion, social marketing