title: Marketing HIV prevention for heterosexually identified Latino men who have sex with men and women: the Hombres Sanos campaign.
abstract: This article describes the development process of Hombres Sanos, a social marketing campaign to promote HIV testing and condom use for heterosexually identified Latino men who have sex with men and women. The steps included qualitative formative research and a social marketing analytic framework to understand our target audience better, identify incentives and barriers to risk reduction, guide product development, define an optimal promotional campaign, and inform the selection of campaign platforms. A better grasp of the authors' target beneficiaries' needs and values led to an innovative dual strategy for audience segmentation and targeting. The campaign had consumer-centered, culturally sensitive, and theory-driven communication materials. The authors found communication materials and events to be appealing and effective. The campaign was well received among the wider community, and evaluation showed promising results among Latino men in general and among heterosexually identified Latino men who have sex with men and women in particular. The authors provide a step-by-step overview of the project's formative research, including research methods and findings, and how these were translated into a social marketing campaign. In addition, the authors discuss the challenges encountered in this process and the potential of social marketing to reduce HIV risk among Latinos.
authors.affiliation: Population Council-Mexico, Mexico City, Mexico.
authors.forename: Araceli
authors.initials: A
authors.lastname: Fernández Cerdeño
authors.forename: Ana P
authors.initials: AP
authors.lastname: Martínez-Donate
authors.forename: Jennifer A
authors.initials: JA
authors.lastname: Zellner
authors.forename: Fernando
authors.initials: F
authors.lastname: Sañudo
authors.forename: Héctor
authors.initials: H
authors.lastname: Carrillo
authors.forename: Moshe
authors.initials: M
authors.lastname: Engelberg
authors.forename: Carol
authors.initials: C
authors.lastname: Sipan
authors.forename: Melbourne
authors.initials: M
authors.lastname: Hovell
mesh_terms: D000328:Adult; D001727:Bisexuality / Q000208:ethnology*; D017280:Condoms / Q000706:statistics & numerical data; D003430:Cross-Sectional Studies; D015658:HIV Infections / Q000208:ethnology* / Q000517:prevention & control*; D006293:Health Promotion / Q000379:methods*; D020010:Heterosexuality / Q000208:ethnology*; D006630:Hispanic or Latino / Q000523:psychology* / Q000706:statistics & numerical data; D006801:Humans; D008297:Male; D008403:Mass Screening / Q000706:statistics & numerical data; D016730:Program Development; D015397:Program Evaluation; D036301:Qualitative Research; D040242:Risk Reduction Behavior; D040241:Social Marketing