背景:拉丁裔,Latina,和拉丁裔(拉丁裔/a/x)个人仍然不成比例地受到艾滋病毒的影响,特别是性少数男性和变性女性。暴露前预防(PrEP)是生物医学HIV预防的有效手段,但是在边缘化的拉丁裔/a/x人口中,意识和吸收仍然很低。社会营销活动在其他人群中推广PrEP方面表现出了希望,但在拉丁裔/a/x性少数群体男性和变性女性中的研究却很少。
目的:本研究旨在(1)适应和试点针对拉丁裔/a/x人群的PrEP社会营销活动,重点是通过社区参与式研究(CBPR)和(2)评估适应的PrEP社会营销活动的范围和广告表现。
方法:我们使用了ADAPT-ITT(评估,decision,适应,生产,主题专家-整合,培训,和测试)框架,用于适应新的环境或人群的循证干预措施。本文介绍了如何通过CBPR应用ADAPT-ITT框架的每个阶段来创建PrEPárate(“BePrEPared”)活动。关键的社区参与战略包括与社区合作伙伴共享所有权,焦点小组指导内容,众包来命名这场运动,由当地拉丁裔/a/x艺术家设计,并以当地有影响力的人作为PrEPárate的面孔。我们使用社交媒体平台指标(付费和有机覆盖范围,印象,独特的点击,和点击率[CTR])和网站使用GoogleAnalytics的统计数据。
结果:PrEPárate运动在库克县进行,伊利诺伊州,2022年4月至9月。该活动在社交媒体上覆盖了118,750多人(在Facebook和Instagram[MetaPlatformsInc]上为55,750人,在TikTok[ByteDanceLtd]上为63,000人)。元广告的表现超过了行业基准,其中包括本地跨性别女性(2%CTR)和顺性性少数男性(1.4%CTR)的广告。在试行的不同Grindr(GrindrInc)广告格式中,间质Grindrads表现最高(1183/55,479,2.13%CTR)。YouTube(Google)广告的CTR表现较低,为0.11%(153/138,337),并过早停止,性教育相关内容的限制。第一年,该网站有5006个访问者。
结论:适应现有的循证干预措施是为拉丁裔/a/x受众开发PrEP社会营销活动的有效方法。CBPR和强大的社区伙伴关系对于定制材料和提供途径以系统地解决PrEP访问障碍至关重要。社会营销是在服务不足的拉丁裔/a/x人群中推广PrEP的有前途的策略。
BACKGROUND: Latino, Latina, and Latinx (Latino/a/x) individuals remain disproportionately impacted by HIV, particularly sexual minority men and transgender women. 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 sexual minority men and transgender women.
OBJECTIVE: This
study aims to (1) adapt and pilot a PrEP social marketing campaign tailored to Latino/a/x populations with a focus on sexual minority men and transgender women through community-based participatory research (CBPR) and (2) evaluate the reach and ad performance of the adapted PrEP social marketing campaign.
METHODS: We used the ADAPT-ITT (assessment, decision, adaptation, production, topical experts-integration, training, and testing) framework for adapting evidence-based interventions for new settings or populations. This paper presents how each phase of the ADAPT-ITT framework was applied via CBPR to create the PrEPárate (\"Be PrEPared\") campaign. Key community engagement strategies included shared ownership with community partners, focus groups to guide content, crowdsourcing to name the campaign, design by local Latino/a/x artists, and featuring local influencers as the faces of PrEPárate. We evaluated campaign reach and advertisement performance using social media platform metrics (paid and organic reach, impressions, unique clicks, and click-through rates [CTR]) and website use statistics from Google Analytics.
RESULTS: The PrEPárate campaign ran in Cook County, Illinois, from April to September 2022. The campaign reached over 118,750 people on social media (55,750 on Facebook and Instagram [Meta Platforms Inc] and 63,000 on TikTok [ByteDance Ltd]). The Meta ads performed over the industry benchmark with ads featuring local transgender women (2% CTR) and cisgender sexual minority men (1.4% CTR). Of the different Grindr (Grindr Inc) ad formats piloted, the interstitial Grindr ads were the highest performing (1183/55,479, 2.13% CTR). YouTube (Google) ads were low performing at 0.11% (153/138,337) CTR and were stopped prematurely, given limits on sexual education-related content. In the first year, there were 5006 visitors to the website.
CONCLUSIONS: Adaptation of an existing evidence-based intervention served as an effective method for developing a PrEP social marketing campaign for Latino/a/x audiences. CBPR and strong community partnerships were essential to tailor materials and provide avenues to systematically address barriers to PrEP access. Social marketing is a promising strategy to promote PrEP among underserved Latino/a/x populations.