Tu Amigo Pepe: Evaluation of a Multi-media Marketing Campaign that Targets Young Latino Immigrant MSM with HIV Testing Messages
| Autor: | Daniel E. Montaño, Mark R. Forehand, Marcos Martinez, Pamela Norton-Shelpuk, Rosa Solorio, Joel Aguirre, Joshua E. Stern |
|---|---|
| Rok vydání: | 2016 |
| Předmět: |
Adult
Male Washington Program evaluation Gerontology medicine.medical_specialty Social Psychology education HIV Infections Pilot Projects Health Promotion computer.software_genre Men who have sex with men Young Adult 03 medical and health sciences 0302 clinical medicine medicine Humans Mass Screening 030212 general & internal medicine Homosexuality Male Mass screening Transients and Migrants 030505 public health Multimedia Hotline business.industry Public health Public Health Environmental and Occupational Health AIDS Serodiagnosis virus diseases Hispanic or Latino United States Social marketing Outreach Health psychology Infectious Diseases Social Marketing Feasibility Studies 0305 other medical science business Social Media computer Program Evaluation |
| Zdroj: | AIDS and Behavior. 20:1973-1988 |
| ISSN: | 1573-3254 1090-7165 |
| DOI: | 10.1007/s10461-015-1277-6 |
| Popis: | 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. |
| Databáze: | OpenAIRE |
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