Behavioural science as a tool for community empowerment: Working with young gay men in Vietnam

In our previous blogs, we looked at both ‘nudge’ and ‘sludge’ on the spectrum of ethical behavioural science usage. Today we highlight DeltaMV’s latest work, using behavioural science as a tool for communities to design better solutions for themselves.

The behavioural challenge

MSM (men who have sex with men) are at high risk of HIV. Although the PrEP medications available are extremely effective prevention measures, uptake has been low amongst young gay men in Southern Vietnam.

To encourage uptake of PrEP medication amongst the gay community, we partnered with LIFE Centre, a leading Vietnamese NGO. They brought 25 young MSM together to learn DeltaMV’s behavioural science process and develop grassroots behaviour change strategies.

After introducing key behavioural science concepts to the group, participants used DeltaMV’s behaviour change framework to brainstorm practical ideas based on their own experiences and perspectives.

The interventions that resulted were phenomenal! Participants suggested focussing PrEP messaging around their key emotional priorities: health, beauty and career. They also developed a TikTok challenge to support men to consistently take PrEP.