Hombres Sanos: Exposure and Response to a Social Marketing HIV Prevention Campaign Targeting Heterosexually Identified Latino Men Who Have Sex with Men and Women

Abstract

This study examined the reach and impact of a social marketing intervention to reduce HIV risk among heterosexually identified (HI) Latino men who have sex with men and women (MSMW). Repeated cross-sectional intercept surveys were conducted in selected community venues during and after the campaign with 1,137 HI Latino men. Of them, 6% were classified as HI Latino MSMW. On average, 85.9% of the heterosexual respondents and 86.8% of the HI MSMW subsample reported exposure to the campaign. Responses to the campaign included having made an appointment for a male health exam that included HIV testing and using condoms. Campaign exposure was significantly associated with HIV testing behavior and intentions and with knowledge of where to get tested. The campaign reached its underserved target audience and stimulated preventive behaviors. Social marketing represents a promising approach for HIV prevention among HI Latinos, in general, and HI Latino MSMW, in particular. HOMBRES SANOS CAMPAGN EXPOSURE 125 BACKGROUND

Marketing HIV Prevention for Heterosexually Identified Latino Men Who Have Sex with Men and Women: The Hombres Sanos Campaign

“…Monthly user rates were 21 during the baseline period, 94 during the campaign, and 122 during the postcampaign phase. Taken as a whole, these evaluation data suggest that our campaign strategy was effective in reaching and influencing the behavior of heterosexually identified Latino men in general and heterosexually identified Latino MSMW in particular (Martínez-Donate et al, 2009). …”

“…Results of the campaign evaluation have been reported elsewhere (Martínez-Donate et al, 2009;Martínez-Donate et al, 2010). On average, 85.9% of the heterosexually identified respondents and 86.8% of the heterosexually identified MSMW subsample reported exposure to the campaign materials and=or activities.…”

Engaging Black Communities to Address HIV

“…Most evaluation surveys assess correlates of awareness or exposure to campaigns among the respective target populations (Adam et al, 2011;Agha, 2003;Fraze et al, 2009;Plant et al, 2010;Ross & Rynard, 2007;Trussler & Marchand, 2005). Evaluation studies also assess the adoption of protective behaviors among target populations consequent to the introduction of an SMC, and supplement surveys with relevant data on health system utilization Gibson et al, 2010;Guy et al, 2009;Martínez-Donate et al, 2009;Olshefsky, Zive, Scolari, & Zuñiga, 2007;Pedrana et al, 2012;Pettifor, MacPhail, Bertozzi, & Rees, 2007;Snyder et al, 2004;Vidanapathirana, Abramson, Forbes, & Fairley, 2006). Changes in health knowledge after exposure to an SMC (Plant et al, 2010), or how campaign messages were received or understood (Ross & Rynard, 2007;Trussler & Marchand, 2005), can be assessed in evaluation studies as well.…”

The State of Play in HIV Health Promotion for Black and Minority Ethnic Men Who Have Sex with Men

“…The HPA uses the cultural or sexualised term "gay," in its statistical narrative relating to this data which potentially limits our ability to understand when we know that certain BME groups may be more unlikely to identify as "gay" (Njaka 2010); rather it has been found that a significant number may identify as heterosexual but maintain covert sexual relations with other men (Martínez-Donate et al 2009). As a singular example of this, Martínez-Donate et al (2009) found in a study of over one thousand Latino/Hispanic men in the US, the majority selfidentified as heterosexual but many maintained sexual relationships with other men.…”

“…As a singular example of this, Martínez-Donate et al (2009) found in a study of over one thousand Latino/Hispanic men in the US, the majority selfidentified as heterosexual but many maintained sexual relationships with other men.…”