1. PrEPárate: Evaluation of a Community-Driven PrEP Social Marketing Intervention Tailored to Latino/a/x Individuals.
- Author
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Shah HS, Serrano PA, Mathur PK, Albarran R, Hondal ET, Miguel CS, Curtis MG, and Phillips Ii G
- Subjects
- Adolescent, Adult, Female, Humans, Male, Middle Aged, Young Adult, Anti-HIV Agents therapeutic use, Community-Based Participatory Research, Cross-Sectional Studies, Health Knowledge, Attitudes, Practice, Health Promotion methods, Illinois, Patient Acceptance of Health Care ethnology, Patient Acceptance of Health Care psychology, Program Evaluation, Surveys and Questionnaires, Transgender Persons psychology, Hispanic or Latino psychology, Hispanic or Latino statistics & numerical data, HIV Infections prevention & control, Pre-Exposure Prophylaxis, Sexual and Gender Minorities psychology, Social Marketing
- Abstract
Latino/a/x sexual minority men (SMM) and transgender women remain disproportionately impacted by HIV, with higher HIV incidence and lower uptake of pre-exposure prophylaxis (PrEP) than their non-Hispanic White peers. Disparities in PrEP uptake among Latino/a/x populations have been found to be due to structural, social, and personal barriers. Social marketing interventions have been shown to effectively address barriers and increase PrEP uptake in other populations, and thus offer potential as a tool to increase PrEP uptake for Latino/a/x populations. The PrEPárate campaign was developed through community based participatory research and ran from April to September 2022 in Cook County, Illinois. We conducted a mixed methods evaluation through surveys (N = 515) and semi-structured interviews with survey participants and community partners (N = 14). We examined cross-sectional associations of campaign exposure with PrEP awareness and uptake in adjusted multivariable regression models. We used rapid qualitative methods to analyze interviews and assess implementation outcomes following the RE-AIM framework. The campaign reached over 118,000 people on social media, with additional reach over public transit and local events. PrEPárate exposure was associated with increased PrEP awareness (aOR = 5.23; 95% CI [2.58, 10.63]) and PrEP uptake (aOR = 1.69; 95% CI [1.09, 2.62]). Survey respondents expressed that the campaign name, visuals, ambassadors, and distribution were effective in engaging the target audience. Community partners felt the campaign was implemented with fidelity to the original vision and identified future directions for PrEPárate. Social marketing campaigns, anchored in community engagement, may be an effective strategy to increase PrEP awareness and uptake among underserved Latino/a/x populations., Competing Interests: Declarations. Competing interests: The authors have no relevant financial or non-financial interests to disclose., (© 2024. The Author(s), under exclusive licence to Springer Science+Business Media, LLC, part of Springer Nature.)
- Published
- 2024
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