Sunday, February 7, 2016

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

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.

Purchase full article at:   http://goo.gl/4UJkcm

  • 1Department of Health Services, School of Public Health, University of Washington, 4333 Brooklyn Ave NE., Box 359455, Seattle, WA, 98195, USA. solorio@u.washington.edu.
  • 2Department of Global Health, University of Washington School of Public Health, Seattle, WA, USA. solorio@u.washington.edu.
  • 3Social and Behavioral Prevention Core, University of Washington Center for AIDS Research, Seattle, WA, USA. solorio@u.washington.edu.
  • 4Activate Brands, Denver, CO, USA.
  • 5University of Washington Foster School of Business, Seattle, WA, USA.
  • 6Battelle Research Center, Seattle, WA, USA.
  • 7Department of Global Health, University of Washington School of Public Health, Seattle, WA, USA.
  • 8Department of Health Services, School of Public Health, University of Washington, 4333 Brooklyn Ave NE., Box 359455, Seattle, WA, 98195, USA.
  • 9Entre Hermanos, Seattle, WA, USA. 
  •  2016 Feb 5. 



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