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Publication Profiles

Targeted social marketing of PrEP and the stigmatization of black sexual minority men

Citation

Calabrese SK, Kalwicz DA, Dovidio JF, et al. Targeted social marketing of PrEP and the stigmatization of black sexual minority men. PLoS One. 2023;18(5):e0285329. doi:10.1371/journal.pone.0285329

Implementation stage:

Pre-Implementation

Implementation outcomes reported:

Not applicable

Continuum target addressed:

PrEP initiation, PrEP persistence

Geography:

Washington-D.C.

Study Participant Classification:

Recipients of care

Plain Language Objectives

The researchers showed Black sexual minority men different HIV-prevention advertisements. They wanted to learn whether featuring only Black male couples, diverse couples, heterosexual couples, or no couples affected stigma, appeal, motivation, or PrEP behavior.

Plain Language Abstract

PrEP marketing needs to reach Black sexual minority men without reinforcing harmful links between Black identity, sexuality, and HIV. Researchers used a mixed-methods study with an online experiment and four focus groups. At the first survey, 96 HIV-negative or status-unknown Black sexual minority men were randomly shown one of 12 advertisements; 73 completed an eight-week follow-up, and 18 participated in focus groups. Advertisements varied in couple representation and campaign design. Ads showing only Black male couples were judged more stigmatizing than ads without couples. Ads with diverse couples were viewed as more eye-catching and motivating. Campaign design had limited effects, and differences in representation produced minimal changes in measured PrEP stigma, motivation, or behavior. Focus group participants favored diverse, less sexualized public advertising and worried that narrowly targeted images could feel alienating or fuel conspiracy beliefs. The study demonstrates reactions to selected advertisements, not population-wide effects. Its small samples and limited behavioral change mean it cannot show that diverse ads increase PrEP uptake.

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