Accepted for/Published in: JMIR Formative Research
Date Submitted: Sep 17, 2023
Date Accepted: Apr 24, 2024
Warning: This is an author submission that is not peer-reviewed or edited. Preprints - unless they show as "accepted" - should not be relied on to guide clinical practice or health-related behavior and should not be reported in news media as established information.
The Adaptation and Reach of a PrEP Social Marketing Campaign for Latino/a/x Populations: Formative Research
ABSTRACT
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 community-based 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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