Department of Medicine, Massachusetts General Hospital, Boston, MA, USA.
Department of Psychiatry, Massachusetts General Hospital, Boston, MA, USA.
AIDS Care. 2024 Aug;36(8):1135-1147. doi: 10.1080/09540121.2024.2343761. Epub 2024 Apr 22.
Men who have sex with men (MSM) are disproportionately affected by HIV. Given that over 70% of MSM meet sexual partners via dating apps, such apps may be an effective platform for promoting HIV pre-exposure prophylaxis (PrEP) use. We aimed to describe preferences among MSM for PrEP advertisements displayed on dating apps. We conducted individual in-depth interviews with 16 MSM recruited from a mobile sexual health unit in Boston, Massachusetts. Two focus groups were also held: one with mobile unit staff ( = 3) and one with mobile unit users ( = 3). Content analysis was used to identify themes related to advertisement content and integration with app use. Mean participant age was 28 (SD 6.8); 37% identified as White and 63% as Latinx. 21% of interviews were conducted in Spanish. Preferences were organized around four themes: (1) relevant and relatable advertisements, (2) expansion of target audiences to promote access, (3) concise and captivating advertisements, and (4) PrEP advertisements and services as options, not obligations. MSM are supportive of receiving information about PrEP on dating apps, but feel that existing advertisements require modification to better engage viewers. Dating apps may be an underutilized tool for increasing PrEP awareness and knowledge among MSM.
男男性行为者（MSM）受到 HIV 的不成比例影响。鉴于超过 70%的 MSM 通过约会应用程序结识性伴侣，这些应用程序可能是推广 HIV 暴露前预防（PrEP）使用的有效平台。我们旨在描述 MSM 对约会应用程序上显示的 PrEP 广告的偏好。我们从马萨诸塞州波士顿的一个移动性健康单位招募了 16 名 MSM 进行了个体深入访谈。还举行了两个焦点小组：一个是与移动单位工作人员（ = 3），另一个是与移动单位用户（ = 3）。内容分析用于确定与广告内容和与应用程序使用整合相关的主题。参与者的平均年龄为 28 岁（标准差为 6.8）；37%的人自认为是白人，63%的人自认为是拉丁裔。21%的访谈是用西班牙语进行的。偏好围绕四个主题组织：（1）相关和可关联的广告，（2）扩大目标受众以促进准入，（3）简洁而引人入胜的广告，以及（4）PrEP 广告和服务作为选择，而不是义务。MSM 支持在约会应用程序上接收有关 PrEP 的信息，但认为现有的广告需要修改，以更好地吸引观众。约会应用程序可能是提高 MSM 对 PrEP 的认识和知识的未充分利用的工具。
