To better understand the attitudes, knowledge and sexual behaviours of men who have, or have had, sex with men, the University of Toronto (U of T) – with the Canadian AIDS Society, AIDS Committee of Toronto and l’Université du Québec à Montréal, among others – created the Male Call Canada study.

We needed to generate coverage to help drive survey participation. Enter soccer player David Testo; Male Call Canada hired him – we media trained him. In all, we had 30 outstanding media hits in French and English for Male Call Canada. Most important, the campaign period – which also included U of T’s marketing and social media outreach – saw a 43 per cent increase in overall call volume and survey participation.