Dehlin Jessica M, Stillwagon Ryan, Pickett Jim, Keene Lance, Schneider John A
Department of Medicine, University of Chicago, Chicago, IL, United States.
Department of Sociology, University of British Columbia, Vancouver, BC, Canada.
JMIR Public Health Surveill. 2019 Jun 17;5(2):e12822. doi: 10.2196/12822.
Pre-exposure prophylaxis (PrEP) is an effective but underutilized method for preventing HIV transmission in communities vulnerable to HIV. Public health campaigns aimed at increasing PrEP awareness and access have less evaluation data.
The aim of this study was to evaluate Chicago's PrEP campaign, PrEP4Love (P4L), a campaign that uses health equity and sex-positivity approaches for information dissemination.
P4L launched in February 2016 and remains an active campaign to date. The analysis period for this paper was from the launch date in February 2016 through May 15, 2016. Our analysis reviews the Web-based reach of the campaign through views on social media platforms (Facebook and Instagram), smart ads, or ads served to individuals across a variety of Web platforms based on their demographics and browsing history, and P4L website clicks.
In total, 40,913,560 unique views were generated across various social media platforms. A total of 24,548 users clicked on P4L ads and 32,223,987 views were received from smart ads. The 3 most clicked on ads were STD Signs & Symptoms-More Information on STD Symptoms, HIV & AIDS Prevention, and HIV Prevention Medication. An additional 6,970,127 views were gained through Facebook and another 1,719,446 views through Instagram. There was an average of 182 clicks per day on the P4L website.
This is the first study investigating public responses to a health equity and sex-positive social marketing campaign for PrEP. Overall, the campaign reached millions of individuals. More studies of PrEP social marketing are needed to evaluate the relationship of targeted public health campaigns on stigma and to guide future PrEP promotion strategies.
暴露前预防（PrEP）是一种在易感染艾滋病毒的社区中预防艾滋病毒传播的有效但未得到充分利用的方法。旨在提高PrEP知晓率和可及性的公共卫生运动的评估数据较少。
本研究的目的是评估芝加哥的PrEP运动“PrEP4Love（P4L）”，该运动采用健康公平和性积极的方法进行信息传播。
P4L于2016年2月启动，至今仍是一项活跃的运动。本文的分析期为2016年2月的启动日期至2016年5月15日。我们的分析通过社交媒体平台（Facebook和Instagram）上的浏览量、智能广告或根据个人人口统计信息和浏览历史在各种网络平台上投放给个人的广告以及P4L网站的点击量来审查该运动基于网络的覆盖范围。
在各个社交媒体平台上总共产生了40913560次独立浏览量。共有24548名用户点击了P4L广告，智能广告获得了32223987次浏览量。点击量最高的3则广告分别是“性传播感染的体征和症状——更多关于性传播感染症状的信息”、“艾滋病毒和艾滋病预防”以及“艾滋病毒预防药物”。通过Facebook又获得了6970127次浏览量，通过Instagram获得了1719446次浏览量。P4L网站平均每天有182次点击量。
这是第一项调查公众对针对PrEP的健康公平和性积极社会营销运动反应的研究。总体而言，该运动覆盖了数百万人。需要对PrEP社会营销进行更多研究，以评估有针对性的公共卫生运动与耻辱感之间的关系，并指导未来的PrEP推广策略。
