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

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.