AIDS Research and Treatment
Volume 2014, 2014

HIV prevention messages targeting young Latino immigrant MSM (Article) (Open Access)

Solorio R.* , Norton-Shelpuk P. , Forehand M. , Martinez M. , Aguirre J.
  • a Department of Health Services, School of Public Health, University of Washington, 4333 Brooklyn Avenue NE, Box 359455, Seattle, WA 98195, United States, Department of Global Health, School of Public Health, University of Washington, Seattle, WA 98104, United States, Social and Behavioral Prevention Core, Center for AIDS Research, University of Washington, Seattle, WA 98104-2499, United States
  • b Activate Brands, Denver, CO 80202, United States
  • c Foster School of Business, University of Washington, Seattle, WA 98105, United States
  • d Entre Hermanos, Seattle, WA 98122, United States
  • e Department of Health Services, School of Public Health, University of Washington, 4333 Brooklyn Avenue NE, Box 359455, Seattle, WA 98195, United States, Entre Hermanos, Seattle, WA 98122, United States

Abstract

Young Latino immigrant men who have sex with men (MSM) are at risk for HIV and for delayed diagnosis. A need exists to raise awareness about HIV prevention in this population, including the benefits of timely HIV testing. This project was developed through collaboration between University of WA researchers and Entre Hermanos, a community-based organization serving Latinos. Building from a community-based participatory research approach, the researchers developed a campaign that was executed by Activate Brands, based in Denver, Colorado. The authors (a) describe the development of HIV prevention messages through the integration of previously collected formative data; (b) describe the process of translating these messages into PSAs, including the application of a marketing strategy; (c) describe testing the PSAs within the Latino MSM community; and (c) determine a set of important factors to consider when developing HIV prevention messages for young Latino MSM who do not identify as gay. © 2014 Rosa Solorio et al.

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Link
https://www.scopus.com/inward/record.uri?eid=2-s2.0-84899995385&doi=10.1155%2f2014%2f353092&partnerID=40&md5=dce7c5e33fc3bdf271c7bead1443885f
DOI: 10.1155/2014/353092
ISSN: 20901240
Cited by: 8
Original Language: English