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AIDS and Behavior
Erschienen in: AIDS and Behavior 9/2016

05.02.2016 | Original Paper

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

verfasst von: Rosa Solorio, Pamela Norton-Shelpuk, Mark Forehand, Daniel Montaño, Joshua Stern, Joel Aguirre, Marcos Martinez

Erschienen in: AIDS and Behavior | Ausgabe 9/2016

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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.
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Metadaten
Titel
Tu Amigo Pepe: Evaluation of a Multi-media Marketing Campaign that Targets Young Latino Immigrant MSM with HIV Testing Messages
verfasst von
Rosa Solorio
Pamela Norton-Shelpuk
Mark Forehand
Daniel Montaño
Joshua Stern
Joel Aguirre
Marcos Martinez
Publikationsdatum
05.02.2016
Verlag
Springer US
Erschienen in
AIDS and Behavior / Ausgabe 9/2016
Print ISSN: 1090-7165
Elektronische ISSN: 1573-3254
DOI
https://doi.org/10.1007/s10461-015-1277-6

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