Aksi Stop AIDS (ASA) program in Indonesia, which is implemented by Family Health International Indonesia in collaboration with KPA (National AIDS Commission), is supporting an innovative intervention reaching MSM, particularly hard-to-reach MSM, in six cities in Indonesia.

The targeted multi-media campaign, "It's my life," aims to provide comprehensive information and messages on HIV and other STIs, and on safer sex and health seeking behaviours among MSM groups. The messages will mainly address barriers for safer sex and appropriate health seeking behaviours indentified during a formative assessment in these cities.

The campaign was designed and being implemented by MATARI, a local advertising agency, in collaboration with local MSM community-based organisations (CBOs) and groups. A six-month implementation with possible extension is already planned.

Using a below the line communication approach, the concept of the campaign includes a website, as the core medium of the campaign, linked to community-based events at the community-level and interpersonal communication with outreach workers, and distribution of collaterals (including a package of condom and water-based lubricant). The website is aimed to provide information on different areas of interest for MSM and to generate interactions while key prevention messages subtly slip on the right side of each page of the website. Links to four hotlines services combined with SMS gateway are being established.

The website comprises the following sections: a forum for MSM (sexual health and lifestyle); a chat room; personal ads; lifestyle, sexual health and positive prevention columns including role model stories; links and contacts to MSM-friendly prevention, care and treatment services in these cities; games; polls; and quizzes. A forum for positive MSM is under construction. The columns will be updated on regular basis by three selected members, who are specialised in each area of interest, of the MSM groups. A positive MSM will be soon involved in responding to specific questions through the forum and in updating the specific column related to positive prevention.

"It's my life" banners are being posted in local selected websites and also in the regional and popular website Fridae.com that offered their generous support to post "It's my life" banner in their website.

The website is closely monitored and in the past four weeks the traffic data revealed encouraging figures. During this period, the campaign was launched only in Jakarta but the website received 2,160 visits with an average number of pages visited of 12. The average time by user was about 48 minutes, time during they are exposed to key messages. Almost 1,000 users (absolute unique users) registered as a member of "It's my life." The monitoring of the campaign in terms of coverage and acceptability will be also conducted during its implementation.