Online Program

Successful advocacy for condoms in adult films: Using social and traditional media and marketing to convince voters to support measure b

Tuesday, November 5, 2013 : 2:50 p.m. - 3:10 p.m.

Adam Cohen, MPH, School of Public Health, Department of Community Health Sciences, University of California, Los Angeles, Los Angeles, CA
The adult film industry (AFI) in Los Angeles (LA) County publicly ignores the required use of barrier protection on set. As a result, workplace-acquired sexually transmitted infections (STIs) are at epidemic levels and have on numerous occasions caused the industry to shut down entirely due to outbreaks of HIV and, most recently, syphilis. Despite industry-wide monthly testing, STI transmissions persist. In a recent LA County Department of Public Health sponsored study, one in three performers were found to be infected with gonorrhea and/or chlamydia despite industry testing protocols. To effect change in industry practices, proponents gathered voter signatures to put Measure B, known as the Safer Sex in the Adult Film Industry Act, on the LA County ballot. In this presentation, the panelist will first describe the use of Twitter, Facebook, YouTube and additional new media to promote Measure B messages and interact with pro- and anti-B commentators online. The panelist will also discuss the importance of traditional media, particularly newspaper advertisement stickers and county-wide billboards, to stay on the message of workplace health and safety. Second, the panelist will analyze the campaign contributions of both traditional media and social media. Third, the panelist will discuss the decision to include in the campaign former adult film performers who contracted HIV while in the AFI, to bring faces to the issue. Finally, the panelist will assess the social marketing tactics of addressing the anti-Measure B arguments without directly debating AFI lobbying groups and producers.

Learning Areas:

Advocacy for health and health education
Implementation of health education strategies, interventions and programs
Occupational health and safety
Planning of health education strategies, interventions, and programs
Public health or related laws, regulations, standards, or guidelines
Public health or related public policy

Learning Objectives:
Differentiate the numerous online social media tools (and their strengths and weaknesses) for reaching the public on a sensitive ballot measure Explain the different forms of traditional media (television, radio, newspapers and billboards) and how to use them cost-effectively in a ballot campaign Assess the synergistic effect of various media tools to convince voters to support a controversial health measure

Keyword(s): HIV/AIDS, Advocacy

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am a PhD student researching how social media and social marketing can be utilized to improve sexual health in the United States. I was the social media coordinator for the Measure B campaign and have been advocating for health and safety in the adult film industry for the past five years.
Any relevant financial relationships? Yes

Name of Organization Clinical/Research Area Type of relationship
AIDS Healthcare Foundation Advocacy Independent Contractor (contracted research and clinical trials)

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.