Feasibility of a community-engaged social marketing strategy to reduce HIV-related stigma and improve health among young people

总结 在世界许多地区，与艾滋病毒有关的服务提供仍然存在差距，与艾滋病毒有关的污名化构成了 这是填补它们的主要障碍。拉丁美洲也不例外。除了对儿童的高度耻辱之外， 在艾滋病毒携带者和艾滋病毒携带者中，艾滋病毒集中的关键人群普遍遭受耻辱： 男男性行为者（MSM）和年轻跨性别女性（TGW）。减少与艾滋病毒有关的 耻辱以及与艾滋病毒相关的耻辱交叉的其他耻辱对于满足检测和 治疗目标，并改善拉丁美洲的健康结果。 我们将评估社会营销公共卫生战略的可行性，以减少与艾滋病毒有关的耻辱， 和相关的交叉耻辱，在拉丁美洲城市环境中的年轻人。我们将 与主要利益相关者进行焦点小组讨论，了解他们认为哪些信息最重要 对于减少污名，应考虑哪些类型的交叉污名，以及他们想要什么 因为干预而改变。然后，借鉴基于理论的方法为耻辱 减少，信息传播和健康传播，我们将创建一系列适合当地的 多媒体内容（例如，短视频、音乐视频和迷因）。为了评估潜在疗效，我们将 进行一项随机在线社会营销研究，在这项研究中，我们分配用户查看我们与艾滋病毒相关的 内容或控制产品，并衡量与艾滋病毒有关的污名化意见的变化， 交叉的柱头。最后，我们将招募有社会影响力的人， 社交媒体网络，并检查年轻人是否接触到社交媒体内容 相对于没有接触到的对照组， 干预

SUMMARY HIV-related service delivery gaps remain in many regions of the world, and HIV-related stigma constitutes a major barrier to filling them. Latin America is no exception. In addition to high levels of stigma toward and among PLWH, there is pervasive stigma against the key populations in which HIV is concentrated: young men who have sex with men (MSM) and young transgender women (TGW). Mitigating HIV-related stigma as well as other stigmas that intersect with HIV-related stigma will be critical to meeting testing and treatment targets, and improving health outcomes in Latin America. We will evaluate the feasibility of a social marketing public health strategy for reducing HIV-related stigma, and associated intersectional stigma, among young people in an urban Latin American setting. We will conduct focus groups with key stake holders to learn which messages they perceive to be most important for stigma reduction, which types of intersectional stigma should be considered and what they would like to see changed as a result of the intervention. Then, drawing on theory-based approaches for stigma reduction, information dissemination, and health communication, we will create a series of locally tailored multimedia content (e.g., short videos, music videos, and memes). To evaluate potential efficacy we will conduct a randomized online social marketing study in which we assign users to view our HIV-related content or a control product and measure changes in stigmatizing opinions related to HIV and intersectional stigmas. Finally, we will recruit societal influencers to transmit our content through their social media networks and examine whether young people exposed to the social media content experience a greater reduction in perceived stigma relative to controls who are not exposed to the intervention.