Gay and Bisexual Men’s Recommendations for Effective Digital Social Marketing Campaigns to Enhance HIV Prevention and Care Continuity

Goedel, William C.; Coats, Cassandra Sutten; Sowemimo-Coker, Genoviva; Moitra, Ethan; Murphy, Matthew; Berg, Jacob J. van den; Chan, Philip A.; Nunn, Amy

doi:10.1007/s10461-020-03078-8

Cited by 9 publications

(5 citation statements)

References 30 publications

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“…and "Top or Bottom, HIV doesn't discriminate-Get tested and receive a gift card." The advertisement image and messages were consistent with the recommendation to incorporate provocative images and phrases that catch the attention of MSM apps users when attempting to engage them with HIV-related services [59].…”

Section: Use Of Apps To Recruit Participantssupporting

confidence: 58%

“…Among HIV-positive Latinos, an estimated 16% were unaware of their infection [2]. In addition, for every 100 Latinos living with HIV, only 74 received some HIV care, 59 were retained in care, and 65 were virally suppressed [2]. Moreover, in 2018, according to the CDC, fewer Latinos disproportionately were virally suppressed compared to Whites (63.7% versus 70.7%, respectively) [3].…”

Section: Introductionmentioning

confidence: 99%

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Using social and sexual networking mobile applications to promote HIV testing, medical care and prevention services among Latino men who have sex with men in Los Angeles County, California, USA

et al. 2022

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HIV disproportionately affects Latinos versus Whites, with Latinos having higher rates of HIV. Additionally, many HIV-positive Latinos are unaware of their infection. Proyecto Protégete, an HIV prevention intervention developed for Latino men who have sex with men (MSM), used social and sexual networking mobile applications (apps) to recruit individuals for HIV testing and linkage to medical care and prevention services. This study occurred in Los Angeles County, California, USA from December 18, 2015 to April 22, 2017. The study’s primary aim was to assess Proyecto Protégete‘s ability to successfully recruit Latino MSM involved in high-risk sexual activities. A secondary aim was to evaluate its capacity to promote HIV testing and linkage to HIV medical care and prevention services among this population by comparing it to two programs with similar samples. Comparisons using Fisher’s Exact Test were conducted between Proyecto Protégete and the HIV testing program of the agency in which Proyecto Protégete was located and the County-funded HIV testing programs to compare the samples’ rates of HIV-positive Latino MSM identified through HIV testing and linked to HIV medical care and prevention services. Participants were recruited through seven apps. In Proyecto Protégete, 9,573 individuals completed the screener, 4,657 were eligible, and 359 (7.7% of those eligible) enrolled. Among those enrolled, 79% reported anal sex without a condom in the previous twelve months; 51% reported anal sex under the influence of alcohol. The HIV positivity rates were as follows: Proyecto Protégete, 1.71%; the agency, 1.25% (p = .293, compared to Proyecto Protégete); and the County, 1.09% (p = .172, compared to Proyecto Protégete). The rates of those confirmed as new HIV-positives and linked to medical care within 30 days were as follows: Proyecto Protégete, 71.4%; the agency, 81.5% (p = .450, compared to Proyecto Protégete); and the County, 77.3% (p = .503, compared to Proyecto Protégete). Proyecto Protégete had a higher rate of linked referrals to prevention services than the agency’s testing program (19.5% versus 8.3%, p < .001). Proyecto Protégete experienced successes in some areas but not in others. Future research should build on Proyecto Protégete’s experiences to promote HIV-related services among Latino MSM.

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Section: Use Of Apps To Recruit Participantssupporting

confidence: 58%

Section: Introductionmentioning

confidence: 99%

Using social and sexual networking mobile applications to promote HIV testing, medical care and prevention services among Latino men who have sex with men in Los Angeles County, California, USA

et al. 2022

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“…While prior campaigns have emphasized sex-positive content specifically, community input for PrEPárate supported the use of nonsexual content with a goal of celebrating health rather than perpetuating intersectional stigmas surrounding LGBTQ+ identities in various Latino cultures. Future PrEP social marketing interventions should emphasize strength-based messaging and include conscious efforts to avoid stigmatization of priority audiences [ 15 , 42 ].…”

Section: Discussionmentioning

confidence: 99%

“…In wide-scale campaigns, the use of generic models and services can make it feel less credible or relevant. Formative qualitative work with sexual minority men has shown a preference for content grounded in the local community, which directs them to local trusted organizations, as these messages feel more credible [ 42 ]. In our experience, featuring local influencers and organizations was key to greater organic sharing of content, which can be more effective in behavior change than direct views alone [ 23 , 43 ].…”

Section: Discussionmentioning

confidence: 99%

Adaptation and Reach of a Pre-Exposure Prophylaxis Social Marketing Campaign for Latino, Latina, and Latinx Populations: Development Study

Shah,

Serrano,

Phillips II

2024

JMIR Form Res

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Background: Latino/a/x individuals remain disproportionately impacted by HIV, particularly Latino/a/x men who have sex with men (MSM) and transgender women (TW). Pre-exposure prophylaxis (PrEP) is an effective means of biomedical HIV prevention, but awareness and uptake remain low among marginalized Latino/a/x populations. Social marketing campaigns have demonstrated promise in promoting PrEP in other populations but are poorly studied in Latino/a/x MSM and TW.Objective: 1) To adapt and pilot a PrEP social marketing campaign tailored to Latino/a/x MSM and TW through communitybased participatory research (CBPR), and 2) To evaluate the reach and ad performance of the adapted PrEP social marketing campaign Methods: We used the assessment, decision, adaptation, production, topical experts-integration, training, testing (ADAPT-ITT) framework for adapting evidence-based interventions (EBIs) for new settings or populations. This manuscript presents how each phase of the ADAPT-ITT framework was applied via CBPR to create the PrEPárate ("Be PrEPared") campaign. Campaign reach and ad performance was measured through social media platform metrics and website data. Results:The PrEPárate campaign reached over 118,750 people over social media (55,750 over Meta, 63,000 over TikTok). In the first year, there were 5,006 visitors to the website.Conclusions: Adaptation of an existing EBI served as an effective method for developing a PrEP social marketing campaign for Latino/a/x individuals. CBPR and strong community partnerships were essential to tailor materials and systematically address barriers to PrEP access. Social marketing is a promising strategy to improve awareness and access to PrEP among underserved Latino/a/x populations.

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“…Due to a strong link between HIV-related knowledge and HIV testing, it is suggested that various forms of HIV testing education are still needed. For example, pop-up advertising regarding HIV testing knowledge on social media can be promoted based on the fact that a majority of MSM used social networking applications to find sexual partners [ 34 ].…”

Section: Discussionmentioning

confidence: 99%

Factors Associated With HIV Testing Among MSM in Guilin, China: Results From a Cross-Sectional Study

Zhou

Yang

et al. 2022

Int J Public Health

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Objectives: The objective of this study is to explore factors affecting the HIV testing behaviors among men who have sex with men (MSM) in China.Methods: A cross-sectional study was conducted in Guilin, China from April to June of 2021. Questionnaire data of 300 MSM were analyzed, and binary logistic regression models were used to examine the socio-demographic and sexual behavior characteristics associated with three HIV testing behaviors (self-testing, institutional testing, and regular testing).Results: The results showed that half of the respondents had the habit of regular HIV testing. Only 30.0% of MSM chose to do HIV testing after high-risk sexual behavior, and self-perceived luck was the main reason for not having HIV testing. Moreover, the influencing factors of three HIV testing behaviors after high-risk sexual behavior differ. Interestingly, income was not related to any of the three HIV testing behaviors among those MSM who participated.Conclusion: This research indicates insufficient health education on HIV testing behaviors among MSM in China. Health promotion practices targeting the MSM population to improve HIV-related knowledge, thus contributing to the HIV epidemic, are required.

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Gay and Bisexual Men’s Recommendations for Effective Digital Social Marketing Campaigns to Enhance HIV Prevention and Care Continuity

Cited by 9 publications

References 30 publications

Using social and sexual networking mobile applications to promote HIV testing, medical care and prevention services among Latino men who have sex with men in Los Angeles County, California, USA

Using social and sexual networking mobile applications to promote HIV testing, medical care and prevention services among Latino men who have sex with men in Los Angeles County, California, USA

Adaptation and Reach of a Pre-Exposure Prophylaxis Social Marketing Campaign for Latino, Latina, and Latinx Populations: Development Study

Factors Associated With HIV Testing Among MSM in Guilin, China: Results From a Cross-Sectional Study

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