Exploring Black College Females’ Perceptions Regarding HIV Prevention Message Content

Abstract

Media messages can facilitate delivery of accurate HIV/STI-related information. This study’s purpose was to examine pre-existing media campaigns from the iMPPACS study to assess age, gender, and culturally appropriate components identified by African American females who attend HBCUs. In three separate focus group sessions, 31 Black female college students (M age=20) viewed four vignettes and heard three audio-only clips, then ranked and commented on them based on perceived satisfaction of HIV prevention content and appropriateness of delivery. Conventional qualitative analysis, using NVivo software, was employed until saturation of content was achieved and themes derived. Six major themes emerged and were designated as: 1) Social media; 2) Mirror Image; 3) Visually dynamic Advertisements; 4) The Real World; 5) People, Place, Things; and 6) HIV Knowledge. Visually-stimulating content (i.e. graphics) was found to be most appealing in marketing HIV prevention, with brief monologue/dialogue from scenarios that resemble daily life. Socially and culturally relevant HIV prevention messages are important to Black college female students. Participants recommended creating short audio-visual messages that encompass familiar contexts like dorm rooms and appealing graphics for HIV health promotion messages, such as emojis. Future audio-only prevention advertisements for this population should employ recognizable voices (e.g. celebrity). Finally, messaging should be promoted on open and close circuited social media platforms.

The pre-exposure prophylaxis (PrEP) consciousness of black college women and the perceived hesitancy of public health institutions to curtail HIV in black women

“…Black College Women and Technology. HIV Prevention research that is focused on college and university students continues to gain much-needed attention [28][29][30][31]. However, there is a paucity of program opportunities designed to address the unique challenges of STI/HIV transmission in Black female college students.…”

The Use of the Health Belief Model to Assess U.S. College Students’ Perceptions of Covid-19 and Adherence to Preventive Measures

“…For example, in a study on HIV prevention among African-American women at historically Black colleges and universities, one researcher found that brief dialogues and monologues along with socially and culturally relevant HIV messages were important to this group. 42 Moreover, the study found that these audio-visual messages should be conveyed in familiar settings, such a dorm room, and recommended including appealing graphics and emojis. 43 Similarly, testimonials or peer modeling could provide students with the cues to action needed to make behavioral changes.…”

Promoting Optimal Sexual and Reproductive Health with Mobile Health Tools for Black Women: Combining Technology, Culture and Context

“…Thus, it is of paramount importance when designing mHealth programs for Black women that the content be both contextually and culturally relevant to address the unique challenges and daily realities they experience 21 . By incorporating content that is relatable and appropriate, mHealth interventions can increase the likelihood of promoting positive behavioral changes and improving Black women's sexual and reproductive health 22,23 …”