Frew Paula M, Williams Victoria A, Shapiro Eve T, Sanchez Travis, Rosenberg Eli S, Fenimore Vincent L, Sullivan Patrick S
Department of Behavioral Sciences and Health Education, Rollins School of Public Health, Emory University, Atlanta, GA 30322, USA ; Emory Center for AIDS Research, Atlanta, GA 30322, USA ; Division of Infectious Diseases, Department of Medicine, Emory University School of Medicine, Atlanta, GA 30322, USA ; The Hope Clinic of the Emory Vaccine Center, Decatur, GA 30030, USA.
Department of Behavioral Sciences and Health Education, Rollins School of Public Health, Emory University, Atlanta, GA 30322, USA.
Int J Popul Res. 2013 Nov 21;2013. doi: 10.1155/2013/624245.
HIV continues to be a major concern among MSM, yet Black MSM have not been enrolled in HIV research studies in proportionate numbers to White MSM. We developed an HIV prevention research brand strategy for MSM.
Questionnaires and focus groups were conducted with 54 participants. Descriptive statistics and chi-square analyses were performed and qualitative data were transcribed and content analyzed to identify common themes.
Formative research results indicated that younger Black MSM (18-29 years) were less likely to think about joining prevention studies compared to older (≥30 years) Black MSM ( = 5.92, = 0.015). Qualitative and quantitative results indicate four prominent themes related to brand development: (1) communication sources (message deliverer), (2) message (impact of public health messaging on perceptions of HIV research), (3) intended audience (underlying issues that influence personal relevance of HIV research), and (4) communication channels (reaching intended audiences).
The findings highlight the importance of behavioral communication translational research to effectively engage hard-to-reach populations. Despite reservations, MSM in our formative study expressed a need for active involvement and greater education to facilitate their engagement in HIV prevention research. Thus, the brand concept of "InvolveMENt" emerged.
艾滋病毒仍然是男男性行为者（MSM）中的一个主要问题，但与白人男男性行为者相比，黑人男男性行为者参与艾滋病毒研究的人数并不成比例。我们为男男性行为者制定了一项艾滋病毒预防研究品牌战略。
对54名参与者进行了问卷调查和焦点小组访谈。进行了描述性统计和卡方分析，并对定性数据进行了转录和内容分析，以确定共同主题。
形成性研究结果表明，与年龄较大（≥30岁）的黑人男男性行为者相比，年龄较小的黑人男男性行为者（18 - 29岁）考虑参与预防研究的可能性较小（χ² = 5.92，P = 0.015）。定性和定量结果表明与品牌发展相关的四个突出主题：（1）沟通来源（信息传递者），（2）信息（公共卫生信息对艾滋病毒研究认知的影响），（3）目标受众（影响艾滋病毒研究个人相关性的潜在问题），以及（扩展）（4）沟通渠道（接触目标受众）。
研究结果强调了行为沟通转化研究对于有效接触难以触及人群的重要性。尽管有所保留，但我们形成性研究中的男男性行为者表示需要积极参与和接受更多教育，以促进他们参与艾滋病毒预防研究。因此，“参与男性”的品牌概念应运而生。 （注：原文中“communication channels”部分多了个括号，译文按照合理推测补充为“扩展”，若有错误请根据实际情况调整）
