Shah Harita S, Serrano Pedro Alonso, Phillips Ii Gregory
Department of Medicine, University of Chicago, Chicago, IL, United States.
Department of Medical Social Sciences, Northwestern University, Chicago, IL, United States.
JMIR Form Res. 2024 Jul 17;8:e52842. doi: 10.2196/52842.
Latino, Latina, and Latinx (Latino/a/x) individuals remain disproportionately impacted by HIV, particularly sexual minority men and transgender women. Pre-exposure prophylaxis (PrEP) is an effective means of biomedical HIV prevention, but awareness and uptake remain low among marginalized Latino/a/x populations. Social marketing campaigns have demonstrated promise in promoting PrEP in other populations but are poorly studied in Latino/a/x sexual minority men and transgender women.
This study aims to (1) adapt and pilot a PrEP social marketing campaign tailored to Latino/a/x populations with a focus on sexual minority men and transgender women through community-based participatory research (CBPR) and (2) evaluate the reach and ad performance of the adapted PrEP social marketing campaign.
We used the ADAPT-ITT (assessment, decision, adaptation, production, topical experts-integration, training, and testing) framework for adapting evidence-based interventions for new settings or populations. This paper presents how each phase of the ADAPT-ITT framework was applied via CBPR to create the PrEPárate ("Be PrEPared") campaign. Key community engagement strategies included shared ownership with community partners, focus groups to guide content, crowdsourcing to name the campaign, design by local Latino/a/x artists, and featuring local influencers as the faces of PrEPárate. We evaluated campaign reach and advertisement performance using social media platform metrics (paid and organic reach, impressions, unique clicks, and click-through rates [CTR]) and website use statistics from Google Analytics.
The PrEPárate campaign ran in Cook County, Illinois, from April to September 2022. The campaign reached over 118,750 people on social media (55,750 on Facebook and Instagram [Meta Platforms Inc] and 63,000 on TikTok [ByteDance Ltd]). The Meta ads performed over the industry benchmark with ads featuring local transgender women (2% CTR) and cisgender sexual minority men (1.4% CTR). Of the different Grindr (Grindr Inc) ad formats piloted, the interstitial Grindr ads were the highest performing (1183/55,479, 2.13% CTR). YouTube (Google) ads were low performing at 0.11% (153/138,337) CTR and were stopped prematurely, given limits on sexual education-related content. In the first year, there were 5006 visitors to the website.
Adaptation of an existing evidence-based intervention served as an effective method for developing a PrEP social marketing campaign for Latino/a/x audiences. CBPR and strong community partnerships were essential to tailor materials and provide avenues to systematically address barriers to PrEP access. Social marketing is a promising strategy to promote PrEP among underserved Latino/a/x populations.
拉丁裔个体受艾滋病毒的影响仍然尤为严重，特别是性少数男性和跨性别女性。暴露前预防（PrEP）是预防艾滋病毒的一种有效生物医学手段，但在边缘化的拉丁裔人群中，其知晓率和使用率仍然很低。社会营销活动在向其他人群推广PrEP方面已显示出成效，但针对拉丁裔性少数男性和跨性别女性的相关研究却很少。
本研究旨在（1）通过基于社区的参与性研究（CBPR），针对拉丁裔人群，尤其是性少数男性和跨性别女性，调整并试点一项PrEP社会营销活动；（2）评估调整后的PrEP社会营销活动的覆盖范围和广告效果。
我们使用了ADAPT-ITT（评估、决策、调整、制作、主题专家整合、培训和测试）框架，以将循证干预措施调整应用于新的环境或人群。本文介绍了如何通过CBPR应用ADAPT-ITT框架的每个阶段，来创建“做好准备”（PrEPárate）活动。关键的社区参与策略包括与社区伙伴共同拥有活动主导权、通过焦点小组来指导内容、通过众包为活动命名、由当地拉丁裔艺术家进行设计，以及让当地有影响力的人物成为“做好准备”活动的代言人。我们使用社交媒体平台指标（付费和自然覆盖范围、展示次数、唯一点击量和点击率[CTR]）以及谷歌分析的网站使用统计数据，来评估活动的覆盖范围和广告效果。
“做好准备”活动于2022年4月至9月在伊利诺伊州库克县开展。该活动在社交媒体上覆盖了超过118,750人（在脸书和照片墙[Meta平台公司]上覆盖了55,750人，在抖音[字节跳动有限公司]上覆盖了63,000人）。Meta平台上以当地跨性别女性为特色的广告（点击率2%）和顺性别性少数男性为特色的广告（点击率1.4%）的表现超过了行业基准。在试点的不同Grindr（Grindr公司）广告格式中，插页式Grindr广告表现最佳（1183/55,479，点击率2.13%）。YouTube（谷歌）广告的点击率很低，为0.11%（153/138,337），由于与性教育相关内容的限制，该广告提前停止投放。第一年，该网站有5006名访客。
对现有的循证干预措施进行调整，是为拉丁裔受众开展PrEP社会营销活动的有效方法。CBPR和强大的社区伙伴关系对于定制材料以及提供系统解决PrEP获取障碍的途径至关重要。社会营销是在服务不足的拉丁裔人群中推广PrEP的一项很有前景的策略。
