title: Tu Amigo Pepe: Evaluation of a Multi-media Marketing Campaign that Targets Young Latino Immigrant MSM with HIV Testing Messages.
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.
authors: Department of Health Services, School of Public Health, University of Washington, 4333 Brooklyn Ave NE., Box 359455, Seattle, WA, 98195, USA. solorio@u.washington.edu.|Department of Global Health, University of Washington School of Public Health, Seattle, WA, USA. solorio@u.washington.edu.|Social and Behavioral Prevention Core, University of Washington Center for AIDS Research, Seattle, WA, USA. solorio@u.washington.edu.
authors: Rosa
authors: R
authors: Solorio
authors: Activate Brands, Denver, CO, USA.
authors: Pamela
authors: P
authors: Norton-Shelpuk
authors: University of Washington Foster School of Business, Seattle, WA, USA.
authors: Mark
authors: M
authors: Forehand
authors: Battelle Research Center, Seattle, WA, USA.
authors: Daniel
authors: D
authors: Montaño
authors: Department of Global Health, University of Washington School of Public Health, Seattle, WA, USA.
authors: Joshua
authors: J
authors: Stern
authors: Department of Health Services, School of Public Health, University of Washington, 4333 Brooklyn Ave NE., Box 359455, Seattle, WA, 98195, USA.|Entre Hermanos, Seattle, WA, USA.
authors: Joel
authors: J
authors: Aguirre
authors: Entre Hermanos, Seattle, WA, USA.
authors: Marcos
authors: M
authors: Martinez
mesh_terms: D015492:AIDS Serodiagnosis / Q000706:statistics & numerical data*; D000328:Adult; D005240:Feasibility Studies; D015658:HIV Infections / Q000175:diagnosis* / Q000208:ethnology / Q000517:prevention & control*; D006293:Health Promotion / Q000379:methods*; D006630:Hispanic or Latino / Q000193:education* / Q000523:psychology; D018451:Homosexuality, Male; D006801:Humans; D008297:Male; D008403:Mass Screening / Q000379:methods; D010865:Pilot Projects; D015397:Program Evaluation; D040241:Social Marketing; D061108:Social Media; D014171:Transients and Migrants / Q000193:education* / Q000523:psychology; D014481:United States; D014861:Washington; D055815:Young Adult
keywords: HIV testing; Latinos; Men who have sex with men; United States