sexualhealthupdate05

Sexual Health Update

9 February 2005
Issue Five

Kia ora tatou katoa, Talofa lava, Malo e lelei, Kia orana, Fakaalofa lahi atu, Ni sa bula, Taloha ni and Happy New Year. I can't believe it's February already, and as usual the good weather has hit just as we all head back to work!

It seems like only last week that we launched the No Rubba, No Hubba Hubba campaign, but it was over ten weeks ago, on 22 November. I must admit though that I still stop and watch the ads every time they come on - even though I must have seen them a hundred times.

Those of you involved in the development of the campaign will recall how aware we were of the potential for it to be controversial. The last thing we wanted was for the very important 'always use a condom' message to be lost amid a storm of controversy.

Youth sexual health is an emotive topic which often polarises people. Understandably, it can be really difficult for parents to accept that their son or daughter may be sexually active, and even harder for them to talk to him or her about safer sex. We were also aware that the male-male commercial would be outside the comfort zone of some members of the public.

However, other than a few concerns expressed by members of the public ('tell them to just say 'no''), the campaign has been well received - by health workers, young people, and parents.

I believe this is largely because of the campaign development process, in particular the input and support received from the sexual health sector, and the wider health sector. It is hard to be too critical of the 'use a condom' message when that message is endorsed by a number of highly credible health sector individuals and organisations.

The broad public acceptance of the campaign has enabled the focus to stay on the 'always use a condom' message, rather than be hijacked by side issues.

With the paid media component finishing at the end of February, I'd like to thank sexual health workers for taking the Hubba message and bringing it to life regionally. I'd also like to encourage the continued promotion of the campaign, even once the paid media ceases. Campaign resources will continue to be available.

Once again thank you to all those who helped with the development of the campaign, and who have supported it over the past three months. I know I sound like a stuck record - but we couldn't have done it without you!

Sally Hughes
Project Manager, Sexual Health Campaign
Ministry of Health

In this issue:

Events update
Keep Hubba Hubbering...
Events diary
Hubba pharmacy stands
Origins of hubba hubba
Hubba television commercials captioned
Sexual health article in NZ Family Physician
Campaign evaluation
Campaign resources
Pacific resources
Pacific media
Hubba website receives 2.3 million hits
Giant Hubba poster competition

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Events update

Planning to party in Hawke's Bay
Shari Tidswell and Denise Elers, health promoters with the public health unit in Hawke's Bay, coordinated the summer Plan to Party campaign, which included messages about the need to practice safer sex. Plan to Party promoters Daniella and Nick (both tertiary students) were involved in distributing wallet cards, Hubba resources, running promotional activities and generally getting the message out there. The work they did on the streets, at the beaches, on New Year's Eve events and at orientation helped raise awareness of the 'keep yourself safe' message. Retailers distributed the Plan to Party cards, local bars distributed condoms, and youth venues distributed Hubba booklets and posters.

Hubba competition in Kaikohe
The first Ngapuhi Festival was held in Kaikohe over the anniversary weekend. Events included a competition to complete the following slogan No Rubba, No ____ ____. The competition was coordinated by Tracey Tana under the umbrella of Ngatihine Health Trust and aimed to raise awareness about high chlamydia rates. Tracey says it was amazing to see how many people knew and understood the kaupapa of the campaign. "There were no negative comments only positive. In fact one parent even brought her son over so he could enter the competition!"

Converge 04 in Taranaki
In December 2004 the New Plymouth District Council and the local public health unit worked alongside the Ministry of Youth Development in organising Converge 04. This free event was designed to celebrate and showcase the many talents of the young people of Taranaki. The Public Health Team chose this event to promote the No Rubba, No Hubba Hubba campaign, incorporating this message with a sexual health warrant of fitness. Approximately 200 young people attended the event.

Beach Bounce 05 in Tauranga
Toi Te Ora Public Health, the Family Planning Association, the sexual health clinic, Public Health, Pirirakau Hauora, public health nurses, the Family Education Network and Tauranga Help have formed a coalition, which meets monthly to discuss ways to address the high rates of sexually transmitted infections in Tauranga.

The group will be promoting the No Rubba, No Hubba Hubba campaign at local youth events during February and March, including Beach Bounce 05 which is taking place on 19 February at Mt Maunganui. Beach Bounce is being led by Tu Pou Tahi, Pirirakau Hauora. One of the events involves an "amazing race" around Mauao which will feature activities to raise awareness about sexual health issues. Hubba condom pouches will be distributed.

Toi Te Ora Public Health health promoters Vicky Apisai and Bronwyn Courtney are 100 percent behind the No Rubba, No Hubba Hubba campaign.

Hubba promoted in the South
Safer sex messages have been promoted in a number of ways by Dunedin and Invercargill public health unit staff.

Hubba condom pouches were distributed during a World AIDS Day street day in Dunedin. From lunchtime onwards, a large number of Dunedin teenagers were in the central city where the World AIDS Day 'condom man' - dressed in a condom suit - went around the city distributing safer sex information and freebees. One hundred condom pouches were distributed within an hour, and teens who missed out were given unbranded samples (much to their disappointment).

Safer sex messages, condoms and lubricant were also available to young people in Central Otago. Kits containing Hubba resources were distributed to general practices in the region by public health unit staff, and signs were placed in each camping ground, directing holiday makers to their local medical centre.

Hubba well received in Bulls
Tawhiti Kunaiti of MidCentral DHB reports that the No Rubba, No Hubba Hubba campaign has been well received in Bulls. At an event at the Ohinepuhiawe Marae on 22 January, a number of positive comments were made about the campaign, including that it appealed to young people and the resources provided for both rangatahi and matua were useful and informative.

Keep Hubba Hubbering...

With the ceasing of the paid media component of the Hubba campaign at the end of February, Project Manager Sally Hughes is urging health workers to continue to promote the No Rubba, No Hubba Hubba message.

"Anecdotal feedback being received by the campaign team shows that the campaign has really hit a chord with young people- to the extent that the Hubba song is even being sung by them at social gatherings!

"While we won't know the full impact of the campaign until we receive the formal evaluation, it is clear that at the very least we have increased young people's awareness of the need to use condoms during sex.

"The campaign remains top-of-mind for many young people, and we would encourage sexual health workers to continue to promote No Rubba, No Hubba Hubba. We know from past experience that high-profile multi media campaigns can remain in people's minds for years. The more we can continue to use Hubba resources, the longer we will be able to extend the impact of the campaign."

She said that Hubba resources would continue to be available from the Ministry of Health's storage and distribution centre, Wickliffe Press.

"Hubba stands are also on display in some pharmacies around the country. The stands contain the teen safer sex resource. These stands are likely to be in pharmacies for the next few months."

In addition, the website will remain online until the end of the year.

Sally Hughes will continue to project manage the campaign for the Ministry of Health until the end of April 2005.

Events diary

It's been a high-profile summer so far for the Hubba campaign, with the Hubba message and Hubba Joe visible at a number of youth events. This profile continues through February.

Date	Event	Where	Contact
13 February 2005 14 February 2005 19 February 2005	Big Gay Out Valentine's Day Amazing Race	Auckland Hamilton Rotorua	Garreth Spillane Julia Drury Linda Foster

Campaign merchandise has now been allocated for all events. A big thank you to everyone who has worked Hubba into their event - we would love to hear any feedback you've received about the resources.

Upcoming national events include:

Edgefest - in Auckland on 12 March, Hamilton on 13 March, Wellington on 18 March and Christchurch on 19 March.

Te Matatini National Festival 2005 - in Palmerston North on 25 to 27 February. The Festival is supported by the Family Planning Association, co-ordinated by Greg Noda.

Outdoor cinema will take place on 25 and 26 February in West and South Auckland.

We are looking for people to support the Edgefest and the outdoor cinema in Auckland. Please contact Trevor Shailer if you can help, on 04 384 1907, or email trevor@grahamstrategic.co.nz.

Hubba pharmacy stands

The Pharmacy Guild has shown its support for the Hubba campaign by coordinating the display of Hubba stands in a number of pharmacies throughout New Zealand.

The stands, which are 25cm high, contain the Hubba Hubba booklet. Pharmacy Guild communications manager David Jones says that the Guild was only too happy to support the sexual health campaign.

"We all know that condoms are effective in preventing the spread of sexually transmitted diseases. Pharmacies are one of the major suppliers of condoms, so we were very pleased to also be able to supply young people with safer sex information."

The Hubba campaign team is very grateful to the Pharmacy Guild, and participating pharmacies, for their support.

Image of some "No Rubba, No Hubba Hubba" resources.

Origins of Hubba Hubba

One of the most exciting things about the Hubba campaign has been the introduction of a new (or an old!) expression into young people's vernacular.

But the use of the expression 'hubba, hubba' hasn't been without comment. In fact, it's probably been the most consistent comment received about the campaign.

When Hubba launched in November 2004, the talk-back lines ran hot with older adults reminiscing about how 'hubba hubba' was used in the 1940s to describe an attractive member of the opposite sex. Letters to the editor have also followed this theme, as well as some media articles.

So just where does the expression come from? Language expert Max Cryer tells us that hubba, hubba may have been in use as long as 70 years ago but it became well known and popular with the American military during World War Two and had filtered into general usage during the 1950s.

The origin is a bit murky: it may date back to when American military were instructing Chinese trainees, and from the Chinese they picked up the phrase 'how pu how' which more or less means 'quickly' - so the American officers would give a command and follow it with their version of the Chinese phrase - which came out sounding like 'haba haba' - meaning 'on the double, go faster'.

During the Korean war, hubba hubba was still being used to mean 'go quickly' and was sufficiently recognisable to be included in rubber stamps saying 'Air Mail'. New Zealand collectors still have envelopes stamped 'Air Mail - Hubba Hubba'.

Eventually hubba hubba went into general use. Originally it was used as an exclamation of pleasure, usually about something. It could be anything - a good piece of furniture, a satisfying meal, a new dress, or a good looking person. But quite quickly the meaning narrowed down to remarks about a good looking person.

Hubba hubba was used in several pop songs, as well as in a vernacular slogan referring to birth control in the 1950s: Hubba hubba, don't use rubber, nine months later, bubba bubba.

But the earlier broader meaning still seems to apply: it is valid to say hubba hubba about anything at all which gives pleasure. It was even used in this way on a recent episode of the Simpsons.

So now you know!

Hubba television commercials captioned

The two Hubba commercials now have captions for the deaf, hearing-impaired and people for whom English is a second language.

Captions differ from the subtitles you see on foreign films. Both involve the process of adding words to pictures, but captions are more precise in that they also provide sound effects and music ('car engine stalls', 'knock on door', 'dance music plays'), and are carefully placed to identify speakers.

Captions are hidden as data within the television signal and a decoder is needed to access them. That is, you need to have the technology to 'open' the closed captions. All Teletext televisions have this technology.

Sexual health article in NZ Family Physician

The December 2004 issue of New Zealand Family Physician contains an article on the management of chlamydia and gonorrhoea in primary care, by Dr Nicky Perkins, sexual health physician and Dr Alison Roberts, Senior Advisor (Public Health Medicine), Ministry of Health. An on-line copy of the article can be accessed on http://www.rnzcgp.org.nz/NZFP/Issues/Dec2004/contents.htm

Campaign evaluation

An evaluation of the No Rubba, No Hubba Hubba campaign will be completed by the end of April 2005, and will be available from Sally Hughes on sally_hughes@moh.govt.nz

The evaluation will be carried out by an independent research company. Prior to the launch of the campaign, a survey of the sexual health attitudes and knowledge of the target audience was carried out. This survey will be repeated, using a robust sampling procedure. The survey will again focus on sexual health attitudes and knowledge, rather than on subjective responses to the campaign itself. The difference between the two surveys will indicate the effectiveness of the campaign.

Campaign resources

Campaign resources will continue to be available once the media advertising finishes at the end of February. Several resources have been developed to support the campaign messages, and are available free of charge from the Ministry of Health. They are:

Talking with your teenager/rangatahi about safer sex - A5 booklet for parents/caregivers (English and te reo Māori)
You and your teenager - A5 booklet for Pacific parents/care givers (Samoan, Tongan, Cook Island Maori and Niuean languages as well as English)
No Rubba, No Hubba Hubba - A6 booklet for teens about safer sex
No Rubba, No Hubba Hubba - A3 campaign poster.

You can order free copies of these resources from the Ministry of Health's storage and distribution centre by:

emailing moh@wickliffe.co.nz
telephoning 04 496 2277
writing to Ministry of Health Publications, c/- Wickliffe Press, PO Box 932, Dunedin.

Please provide a physical address, contact details and a phone number.

An image of some of the campaign resources.

Pacific resources

Booklets for Pacific parents and caregivers are now available. The booklets are available in the Samoan, Tongan, Cook Island Maori and Niuean languages as well as in English, and have culturally-specific references for parents on how to talk to their teenagers about sex and sexuality.

The booklets will be distributed to Pacific sexual health organisations and are also available from the Ministry of Health (details above).

An image of the Pacific campaign resources

Pacific media

Spasifik magazine featured an article on teen sex in its January/February 2005 edition. The article focused on teen pregnancy and sexually transmitted infections. It also had a sidebar article on the No Rubba, No Hubba Hubba campaign. Sally Hughes and one of our Pacific spokespeople, Yvonne Kainuku-Walsh, were quoted in the article.

The Pacific radio ad campaign has been running successfully on Niu FM.

Hubba website receives 2.3 million hits

The Hubba website - www.hubba.co.nz - continues to be extremely popular; over 2.3 million hits have been received since the site was launched in late November 2004.

The site contains information about sexual decision-making, safer sex and STIs, as well as contact numbers for sexual health services. Visitors to the site are given the opportunity to rehearse decisions about sexuality and sexual health through interactive scenarios using the characters from the television commercial. They have the opportunity to see what the consequences are of different courses of action, such as not using a condom.

Giant Hubba poster competition

We have some giant Hubba Joe posters to give away. Some of you may have seen them in bus stops during the campaign. Tell us your best Hubba story and you could win one of the 100 x 150cm posters. It may be an amusing anecdote or a great example of how the campaign was used in your area. To enter, please email your story to sally_hughes@moh.govt.nz

Download this newsletter

You can download Issue 5 of the Sexual Health Update Newsletter below in PDF format.

Sexual Health Update February 2004 (PDF, 763 kB)

Information on downloading and viewing PDF documents.

Related information

Issue 1 of Sexual Health Update

Issue 2 of Sexual Health Update

Issue 3 of Sexual Health Update

issue 4 of Sexual Health Update

Other Ministry of Health newsletters

New Youth Sexual Health Campaign Pulls No Punches 22 November 2004
A new television commercial has a strong message for teens, No Rubba, No Hubba Hubba. The commercial is part of the Ministry of Health's campaign to reduce high rates of sexually transmitted infections (STIs) in teenagers. The campaign was launched at Parliament today by the Minister of Health, Hon Annette King.

New sexual health campaign will encourage condom use 26 August 2004
The Ministry of Health is developing a sexual health campaign aimed at encouraging sexually active young people to protect themselves when having sex. With New Zealand's rapidly growing rates of sexually transmitted infections (STIs), the campaign provides an exciting opportunity to promote safer sex messages and condom use.

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