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

摘要 在世界许多区域，与艾滋病毒有关的服务提供方面仍然存在差距，与艾滋病毒有关的污名构成 这是填补它们的一个主要障碍。拉丁美洲也不例外。除了高度的耻辱之外 在PLWH中，对艾滋病毒集中的关键人群普遍存在耻辱： 与男性发生性关系的年轻男性(MSM)和年轻的变性人女性(TGW)。减少与艾滋病毒相关的疾病 耻辱以及其他与艾滋病毒相关耻辱相交的耻辱将是满足检测和 治疗目标，以及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，以减少与艾滋病毒相关的耻辱， 以及相关的跨部门耻辱，在拉丁美洲城市环境中的年轻人中。我们会 与主要利益相关者一起组织焦点小组，了解他们认为哪些信息最重要 为了减少污名，应该考虑哪些类型的交叉污名以及他们想要什么 看到干预的结果发生了变化。然后，借鉴基于理论的方法来处理污名 减少、信息传播、健康传播，我们将打造一系列因地制宜的 多媒体内容(如短视频、音乐视频和表情包)。为了评估潜在的疗效，我们将 进行一项随机的在线社交营销研究，在该研究中，我们分配用户查看我们与HIV相关的 内容或对照产品和措施改变与艾滋病毒和艾滋病相关的污名化意见 相交的柱头。最后，我们将招募有社会影响力的人通过他们的 社交媒体网络，并调查年轻人是否接触到社交媒体内容 与没有暴露于 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.