Hombres Sanos: exposure and response to a social marketing HIV prevention campaign targeting heterosexually identified Latino men who have sex with men and women.
This study examined the reach and impact of a social marketing intervention to reduce HIV risk among heterosexually identified (HI) Latino men who have sex with men and women (MSMW). Repeated cross-sectional intercept surveys were conducted in selected community venues during and after the campaign with 1,137 HI Latino men. Of them, 6% were classified as HI Latino MSMW. On average, 85.9% of the heterosexual respondents and 86.8% of the HI MSMW subsample reported exposure to the campaign. Responses to the campaign included having made an appointment for a male health exam that included HIV testing and using condoms. Campaign exposure was significantly associated with HIV testing behavior and intentions and with knowledge of where to get tested. The campaign reached its underserved target audience and stimulated preventive behaviors. Social marketing represents a promising approach for HIV prevention among HI Latinos, in general, and HI Latino MSMW, in particular.
Martínez-Donate
Ana P
AP
Department of Population Health Sciences, School of Medicine and Public Health, University of Wisconsin-Madison, Madison, WI 53726-2397, USA. martinezdona@wisc.edu
Zellner
Jennifer A
JA
Fernández-Cerdeño
Araceli
A
Sañudo
Fernando
F
Hovell
Melbourne F
MF
Sipan
Carol L
CL
Engelberg
Moshe
M
Ji
Ming
M
D000328:Adult; D002140:California; D054626:Consumer Health Information / Q000379:methods*; D003430:Cross-Sectional Studies; D005260:Female; D015658:HIV Infections / Q000208:ethnology / Q000517:prevention & control*; D007722:Health Knowledge, Attitudes, Practice; D020010:Heterosexuality; D006630:Hispanic or Latino / Q000706:statistics & numerical data; D018451:Homosexuality, Male; D006801:Humans; D008297:Male; D008389:Marketing of Health Services; D015397:Program Evaluation; D040242:Risk Reduction Behavior; D012309:Risk-Taking; D040241:Social Marketing