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Publication Profiles

Swiping right on PrEP: a qualitative study of MSM preferences for PrEP public health messaging on dating apps

Citation

Adan MA, Psaros C, Chamberlin G, et al. Swiping right on PrEP: a qualitative study of MSM preferences for PrEP public health messaging on dating apps. AIDS Care. 2024;36(8):1135-1147. doi:10.1080/09540121.2024.2343761

Implementation stage:

Pre-Implementation

Implementation outcomes reported:

Acceptability, Appropriateness

Continuum target addressed:

PrEP initiation, PrEP persistence, Linkage to preventative care

Geography:

Suffolk County-MA

Study Participant Classification:

Recipients of care, Providers

Plain Language Objectives

The researchers asked men who have sex with men and mobile-clinic staff what PrEP advertisements on dating apps should look and sound like to be useful and engaging.

Plain Language Abstract

Many men who have sex with men meet partners through dating applications, making these platforms a possible place for pre-exposure prophylaxis, or PrEP, education. Researchers conducted interviews with 16 men recruited from a Boston mobile sexual health unit and two focus groups: one with three staff and one with three unit users. Participants’ average age was 28; 63% were Latinx and 37% White, and 21% of interviews were in Spanish. Four themes described preferred advertisements: they should feel relevant and relatable, include broader audiences, be concise and attention-grabbing, and present PrEP information and services as options rather than obligations. Participants supported receiving PrEP information through dating apps but believed existing advertisements needed improvement. These qualitative views do not measure whether redesigned advertisements would increase PrEP awareness or use. The authors concluded that dating apps may be underused for public health messaging and that future campaigns should be developed with users and tested for reach, acceptability, and behavior change.

Key Takeaways

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