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Several community leaders have spoken out against the Victorian AIDS Council HIV campaign, known as ‘Protection’. Daniel Reeders, former PLWHA campaign coordinator, and queer rights activist Rob Mitchell have accused the campaign of failing young, gay men in Victoria. New HIV infections in gay men under 30 jumped 11 per cent (to 36% of the total) in January-March 2009. This follows a rise from 18 per cent in 2007 to 25 per cent last year. Reeders said if the current rate continues, infections in this group will be double the number two years ago by the end of this year. Reeders told MCV the ‘Protection’ campaign did not target those who are most at risk of HIV infection. “Most HIV infections happen within the first 12 months of a relationship, so it’s not casual sex that is driving the epidemic in Australia. “I’m 28 and I have never seen a campaign that was about protecting yourself from HIV when you’re in a relationship and I just don’t think these ads are reaching young, gay men in the context of their lives.” Reeders also said that although the ads are explicit they are not impactful. “You have to remember that gay men see a lot of porn. In the context of the queer media images of shirtless men having sex don’t stand out at all, every other advertiser is using the same kind of cheesecake imagery. So it may be revolutionary for the VAC – but for most gay men it’s not that big a deal.” Reeders suggested a more successful campaign would include realistic images of young, gay men talking about the real social and emotional reasons they have unprotected sex and the strategies they can use to protect themselves. Rob Mitchell echoed Reeders’ comments, saying the VAC “has lost its way”. “There has been some disquiet for a period of time about the efficacy of that campaign,” Mitchell said. “Daniel [Reeders] is not on his own here, other people are questioning this campaign.” Mitchell said the VAC needs to listen to the criticisms. “Are they going to listen and act on this or are we going to find ourselves with a higher rate of sero-conversion – and clearly that’s not acceptable.” VAC executive director Mike Kennedy hit back at the criticisms, saying there was no proof the ads could be blamed for a rise in HIV infection. “Anyone who understands anything about health promotion wouldn’t attempt to blame the ads,” Kennedy said. “We do not agree with Daniel’s analysis and his claim that VAC does nothing for young, gay men is just demonstrably false. “There are certainly men under 30 in the ‘Protection’ campaign. There are also a range of programs that we run for and with young gay men and the young men who are in those groups tell us that they don’t have the reaction that Daniel says they have to that campaign.” Lyn Morgain CEO of the ALSO Foundation also spoke out against the ads’ detractors. “The VAC has been a national and international leader with HIV campaigns,” Morgain said. “We would be crazy to be acting as if we are not well served by the VAC.” Community leader Brett Hayhoe said ultimately the VAC is answerable to the Victorian State Government. “The VAC is answerable to the government and to the health department, so therefore if their campaigns are not working well, then the action to make them work comes well above a community level.”
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