AIDS and Behavior
Volume 20, Issue 9, 2016, Pages 1973-1988

Tu Amigo Pepe: Evaluation of a Multi-media Marketing Campaign that Targets Young Latino Immigrant MSM with HIV Testing Messages (Article)

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

Abstract

Latino immigrant men who have sex with men (MSM) are at risk for HIV and delayed diagnosis in the United States. This paper describes the evaluation of a pilot of the Tu Amigo Pepe, a multimedia HIV testing campaign aimed at Latino MSM in Seattle, WA particularly targeting immigrants who may not identify as gay, ages 18–30 years old. The 16-week campaign included Spanish-language radio public service announcements (PSAs), a Web site, social media outreach, a reminder system using mobile technology, print materials and a toll-free hotline. In developing the PSAs, the Integrated Behavioral Model was used as a framework to reframe negative attitudes, beliefs and norms towards HIV testing with positive ones as well as to promote self-efficacy towards HIV testing. The campaign had a significant and immediate impact on attitudes, beliefs, norms and self-efficacy towards HIV testing as well as on actual behavior, with HIV testing rates increasing over time. © 2016, Springer Science+Business Media New York.

Author Keywords

Men who have sex with men United States HIV testing Latinos

Index Keywords

education HIV Infections health promotion mass screening human Feasibility Studies ethnology procedures Washington Hispanic Americans Homosexuality, Male male homosexuality United States Young Adult Humans psychology social media Hispanic male pilot study AIDS Serodiagnosis serodiagnosis feasibility study program evaluation adult migration utilization Social Marketing Transients and Migrants Pilot Projects
Link
https://www.scopus.com/inward/record.uri?eid=2-s2.0-84957584536&doi=10.1007%2fs10461-015-1277-6&partnerID=40&md5=5f8e7167c8d6e5d6bddd98bc59a529a0
DOI: 10.1007/s10461-015-1277-6
ISSN: 10907165
Cited by: 21
Original Language: English