Play Safe, Party Smart

Encouraging gay men to party without meth

The Challenge

Meth use presents many serious health harms, from addiction to paranoia to stroke. But specifically for men who have sex with men (MSM), meth contributes to risky behavior, including unsafe sex practices. Unfortunately, meth is considered a party drug in gay male culture, a stimulant that enhances sexual experiences. And like other drugs and alcohol, it is used to self-medicate and for general escapism from the pressures, stresses and discomforts of modern gay life.

Our Center (a Northern Nevada LGBTQ+ community center and advocacy group) received a grant from the Nevada Department of Health and Human Services Division of Public & Behavioral Health to address this crisis in Washoe County, Nevada. They partnered with Estipona Group to raise awareness about the risks and consequences of methamphetamine use among MSM, and to provide resources for prevention and support.

The Research

It was essential to our team working on this campaign that we understand the issue from the perspective of the target audience. So we looked at national and regional research and talked to local community members, including leaders of local LGBTQ+ groups and other friends of Our Center, to better understand the issue of meth use in the northern Nevada LGBTQ+ community. What we learned is that gay men use meth for a lot of different reasons.

The Strategy

Target younger gay males (18–25) new to the party-and-play culture, where we could use a prevention message.
Target middle-aged gay males who came of age in the '90s and were more likely to be habitual meth users.
Create an advertising campaign featuring trusted members of the local LGBTQ+ community to deliver the message to their community.

Share personal, authentic stories, experiences and concerns for their community.
Guide those interested in learning more about meth use or quitting to actionable resources.
Explain the harms that come from meth use, particularly risky sex that can lead to HIV/AIDS.
Deliver the message in channels identified in research where MSM already are — on social apps, including Grindr, TikTok, META (Facebook and Instagram) and Snapchat.