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Publication Profiles

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

Citation

Shah HS, Serrano PA, Phillips Ii G. Adaptation and Reach of a Pre-Exposure Prophylaxis Social Marketing Campaign for Latino, Latina, and Latinx Populations: Development Study. JMIR Form Res. 2024;8:e52842. doi:10.2196/52842

Implementation stage:

Implementation

Implementation outcomes reported:

Penetration

Continuum target addressed:

PrEP initiation, Linkage to preventative care

Geography:

Cook County-IL

Study Participant Classification:

Community member(s), Implementer(s)

Plain Language Objectives

The researchers wanted to adapt an HIV-prevention advertising campaign with Latino communities in Cook County and see how widely it reached people online. They compared clicks and engagement across platforms, messages, and advertisement formats.

Plain Language Abstract

Latino sexual minority men and transgender women are disproportionately affected by HIV, while awareness and use of pre-exposure prophylaxis, or PrEP, remain low. Researchers and community partners adapted an existing campaign into PrEPárate using focus groups, public naming, local Latino artists, and community influencers. The campaign ran in Cook County from April through September 2022. It reached more than 118,750 people on social media: about 55,750 through Facebook and Instagram and 63,000 through TikTok. Meta advertisements featuring local transgender women had a 2% click-through rate, while those featuring cisgender sexual minority men reached 1.4%. Full-screen Grindr advertisements performed best there, with a 2.13% click-through rate. YouTube ads performed poorly at 0.11% and were stopped early because of restrictions on sexual-education content. The website received 5,006 visitors in its first year. The study shows that community partnership can produce and disseminate a tailored campaign. Reach and clicks do not establish increased PrEP knowledge, prescriptions, or use, and performance differed by platform.

Key Takeaways

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