Harm Reduction Communication from Chemsex APCOM Foundation Operation Case Study

Abstract

The issue of drug addiction remains a significant problem in Thai society, and current efforts to address the problem through economic approaches may not be as successful as in the past. Additionally, the use of drugs in conjunction with sexual activities, known as Chemsex, has introduced further health risks, necessitating the adoption of harm reduction strategies. Various studies, academic articles, online content, in-depth interviews with experts and rehabilitation psychologists, as well as non-profit organizations, have contributed to understanding and addressing the challenges associated with Chemsex. The research indicates that Chemsex involves multiple factors and is highly individualized. Managing Chemsex-related issues goes beyond substance abuse and encompasses sexual health and mental health problems. Communication and harm reduction efforts related to Chemsex face legal limitations and a lack of understanding among law enforcement officials regarding harm reduction approaches. The study also identifies communication challenges in promoting harm reduction from Chemsex, and it emphasizes the role of organizations like Apcom, particularly through the Test BKK project. Apcom's approach involves marketing communication strategies, including advertising, sales promotion, public relations, and dissemination of news. The marketing channels include the TestBKK.com website, as well as online social media platforms such as Facebook, Instagram, and X. The success of Apcom's Test BKK project is attributed to its targeted marketing efforts, reaching the target audience efficiently. The website alone has attracted over 3.5 million visits, making it a crucial gateway for the project.