The Effectiveness of Social Marketing Interventions to Improve HIV Testing Among Gay, Bisexual and Other Men Who Have Sex with Men: A Systematic Review

McDaid, Lisa; Riddell, Julie; Teal, Gemma; Boydell, Nicola; Coia, Nicky; Flowers, Paul

doi:10.1007/s10461-019-02507-7

Cited by 25 publications

(33 citation statements)

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“…The current paper is part of a series of papers presenting findings from a systematic review exploring evidence related to mass media and communication interventions to increase HIV testing among GBMSM. More detailed analysis relating to intervention effectiveness (McDaid et al, 2019), the active content of interventions (Flowers et al, 2019) and affect used within interventions (Langdridge et al, 2020) can be found elsewhere. The current analyses employed rigorous data extraction tools to attempt to identify the common social marketing principles and visual design elements associated with effectiveness across a range of HIV testing campaigns.…”

Section: Discussionmentioning

confidence: 99%

Mass media and communication interventions to increase HIV testing among gay and other men who have sex with men: Social marketing and visual design component analysis

et al. 2020

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Mass media and communication interventions can play a role in increasing HIV testing among gay, bisexual and other men who have sex with men (GBMSM). Despite the key role of social marketing principles and visual design within intervention development of this type, evidence is limited regarding interventions’ social marketing mix or visual design. As part of a systematic review, intervention content was assessed using social marketing theory and social semiotics. Data were extracted on the nature of the intervention, mode of delivery, use of imagery, content and tone and the eight key characteristics of social marketing. Data were synthesised narratively. Across the 19 included studies, reference to social marketing principles was often superficial. Common design features were identified across the interventions, regardless of effectiveness, including: the use of actors inferred to be GBMSM; use of ‘naked’ and sexually explicit imagery; and the use of text framed as statements or instructions. Our results suggest that effective interventions tended to use multiple modes of delivery, indicating high social marketing complexity. However, this is only part of intervention development, and social marketing principles are key to driving the development process. We identified consistent aspects of intervention design, but were unable to determine whether this is based on evidence of effectiveness or a lack of originality in intervention design. An openness to novel ideas in design and delivery is key to ensuring that evidence-informed interventions are effective for target populations.

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Section: Discussionmentioning

confidence: 99%

Mass media and communication interventions to increase HIV testing among gay and other men who have sex with men: Social marketing and visual design component analysis

et al. 2020

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“…Details of the systematic review are reported in McDaid et al . (); however, we have included a summary of the procedure undertaken for the review to provide a background to the current analysis.…”

Section: Methodsmentioning

confidence: 99%

“…Five electronic databases (CINAHL, Embase, Medline, PsycInfo, and Web of Science) were searched for studies published since 2009, using detailed search strategies and standard MESH terms for HIV, MSM, and mass media interventions (for details of an example search strategy see McDaid et al, 2019). In addition to database searches, reference lists of included articles were searched manually.…”

Section: Search Strategymentioning

confidence: 99%

What are mass media interventions made of? Exploring the active content of interventions designed to increase HIV testing in gay men within a systematic review

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Riddell

Boydell

et al. 2019

British J Health Psychol

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Purpose Mass media HIV testing interventions are effective in increasing testing, but there has been no examination of their theory or behaviour change technique (BCT) content. Within a heterogeneous body of studies with weak evaluative designs and differing outcomes, we attempted to gain useful knowledge to shape future interventions. Methods Within a systematic review, following repeated requests to the authors of included studies for intervention materials, the Theory Coding Scheme, the Theoretical Domains Framework (TDF), and Behaviour Change Technique Taxonomy (BCTT) were used to extract data relating to active intervention content. Results Of 19 studies, five reported an explicit theoretical basis to their intervention. TDF analysis highlighted the key domains employed within the majority of interventions: ‘knowledge’, ‘social roles and identities’, and ‘beliefs about consequences’. BCT analysis showed three BCT groupings commonly reported within interventions: ‘Comparison of outcomes’, ‘Natural consequences’, and ‘Shaping knowledge’. Three individual BCTs formed the backbone of most interventions and can be considered ‘standard’ content: ‘Instructions on how to perform behaviour’; ‘Credible source’; and ‘Information about health consequences’. Conclusions This is the first study to examine and detail active intervention content in this field. It suggests future interventions should improve knowledge about testing, and use well‐branded and trusted sources that endorse testing. Future interventions should also provide clear information about the health benefits of testing. Our analysis also suggests that to improve levels of effectiveness characterizing the current field, it may be useful to elicit commitment, and action plans, relating to how to implement testing intentions. Statement of contribution What is already known on this subject? Interventions are urgently needed to increase HIV testing among men who have sex with men (MSM) and enable increased access to effective treatment for HIV infection. There is some evidence of the effectiveness of mass media interventions in increasing HIV testing among MSM. Nothing is known about the active components of existing mass media interventions targeting HIV testing. What does this study add? It describes the available literature concerning evaluated mass media interventions to increase HIV testing. It shows few interventions report any explicit theoretical basis although many interventions share common components, including coherently connected causal mechanisms and behaviour change techniques to moderate them. As a minimum, future interventions should improve knowledge about testing; use well‐branded and trusted sources that endorse testing; and provide clear information about the health benefits of testing. Our analysis also tentatively suggests it may be useful to elicit commitment and planning of how to implement testing intentions.

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“…Previous studies have investigated strategies such as social media,5 partner notification6 or social marketing campaigns7 to deliver HIV interventions among high-risk populations. However, these interventions alone are not sufficient because they neglect the importance of the construction and characteristics of the interpersonal social network that are closely associated with HIV transmission 8.…”

Section: Introductionmentioning

confidence: 99%

Social network strategy as a promising intervention to better reach key populations for promoting HIV prevention: a systematic review and meta-analysis

et al. 2020

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IntroductionKey populations such as men who have sex with men (MSM), drug users and sex workers are at high risk of HIV infection, but they are marginalised and hidden. Social network strategy (SNS) is purposeful to use social networks to generate social influence, accelerate behaviour change and achieve desirable outcomes among individuals or communities and have been increasingly used for HIV interventions. This study aims to investigate the effects of SNS on HIV prevention among key populations.MethodsWe searched six databases, including PubMed, Web of Science, Embase, Cochrane Library, ScienceDirect and Wiley for randomised controlled trials published between January 1999 and May 2019. Eligibility criteria included SNS conducted among key populations for HIV interventions, with a comparator group. Outcomes included changes in HIV high-risk behaviour, HIV seroconversion and other HIV outcomes. We used the risk ratio (RR) or mean difference with associated 95% confidence interval (CI) to assess the comparative efficacy between SNS and control methods on the selected outcomes. The GRADE system was used to assess the quality of evidence for the studies.ResultsOf 2818 citations identified, 28 trails from 24 papers met the inclusion criteria. The results showed that SNS was associated with less unprotected intercourse (RR 0.79, 95% CI 0.72 to 0.86) and sex with multiple partners (0.46, 95% CI 0.33 to 0.65). Additionally, relative to the control methods, SNS significantly reduced HIV seroconversion (0.65, 95% CI 0.53 to 0.81), improved HIV testing uptake (1.11, 95% CI 1.07 to 1.15) and promoted participant retention (1.03, 95% CI 1.00 to 1.06) among key populations. The Grading of Recommendations Assessment, Development and Evaluation system showed that trails were of moderate quality.ConclusionsThis review provides evidence that SNS can reach key populations who are currently not being reached by existing programmes and deliver HIV interventions through social networks, which decreases HIV sexual risk behaviour and HIV incidence and increases HIV testing uptake and participant retention.Trial registration numberCRD42019140533.

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The Effectiveness of Social Marketing Interventions to Improve HIV Testing Among Gay, Bisexual and Other Men Who Have Sex with Men: A Systematic Review

Cited by 25 publications

References 32 publications

Mass media and communication interventions to increase HIV testing among gay and other men who have sex with men: Social marketing and visual design component analysis

Mass media and communication interventions to increase HIV testing among gay and other men who have sex with men: Social marketing and visual design component analysis

What are mass media interventions made of? Exploring the active content of interventions designed to increase HIV testing in gay men within a systematic review

Social network strategy as a promising intervention to better reach key populations for promoting HIV prevention: a systematic review and meta-analysis

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