It's Never Just HIV: Exposure to an HIV Prevention Media Campaign and Behavior Change among Men Who Have Sex with Men Participating in the National HIV Behavioral Surveillance System in New York City
PURPOSE:
The aim
of this study was to assess the exposure to and impact of the It's Never Just
HIV mass media campaign aimed at HIV negative men who have sex with men (MSM)
in New York City.
METHODS:
Questions
about the campaign were included in the local questionnaire of the Centers for
Disease Control and Prevention (CDC)-sponsored National HIV Behavioral
Surveillance (NHBS) study of MSM in NYC conducted in 2011. Participants of this
cross-sectional study were recruited using venue-based sampling.
RESULTS:
Among 447
NYC National HIV Behavioral Surveillance study participants who self-reported
HIV negative or unknown status and answered questions about the NYC Department
of Health and Mental Hygiene's It's Never Just HIV campaign, more than
one-third (n = 173, 38.7%) reported having seen the campaign. Latinos (34.8%)
and blacks (34.4%) were less likely to report seeing the campaign compared to
whites (47.7%). Most of those who reported seeing the campaign saw it on the
subway (80.1%). Only 9.4% of those who saw the campaign reported having changed
their sexual or health behaviors in response to the campaign.
CONCLUSIONS:
These
data suggest that thousands of HIV-uninfected MSM in NYC have been reached by
the campaign and recalled its message.
- 1 Bureau of HIV/AIDS Prevention and Control , New York City Department of Health and Mental Hygiene, New York, New York.
- 2 Gillings School of Global Public Health, University of North Carolina at Chapel Hill , Chapel Hill, North Carolina.
- 3 Department of Epidemiology, University of Washington , Seattle, Washington.
- 4 Department of Anthropology, John Jay College of Criminal Justice , New York, New York.
- 5 College of Nursing, New York University , New York, New York.
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