A conceptual framework to promote condom usage amongst male sex workers in Thailand

Social Marketing campaigns have been useful to effectively address many problem behaviours like smoking, binge drinking, unprotected sex and healthy dietary practices. The main purpose of this research study is to propose a conceptual model so as to promote safe sex practices amongst male sex workers in Thailand. Based on the theoretical underpinnings of the Theory of planned behaviour (TPB) and the Stages of change theory, a new conceptual model is developed to inculcate condom usage amongst male sex workers in Thailand. A methodology is suggested to implement this conceptual model. Additionally, based on these theoretical underpinnings, implications to theory and practice have been discussed.