HIV Prevention Messages Targeting Latino MSM

描述（由申请人提供）：拉丁裔被诊断为艾滋病毒的比率是非拉丁裔白人的三倍，而且他们往往被诊断出较晚。拟议的研究建立在西澳大学CFAR奖（P30 AI027757）的基础上，题为“开发一种干预措施，以增加拉丁裔男同性恋者的艾滋病毒检测”。我们使用医学研究所的综合行为模型作为发展艾滋病毒预防信息的框架，以对抗对艾滋病毒检测和避孕套使用的消极态度、信念和规范，并以积极的态度、信念和规范进行重构。对于这个R34应用程序，我们计划将这些信息翻译成公共服务公告（psa），并将它们用于针对18-25岁的年轻拉丁裔MSM西班牙语使用者的多组件大众媒体活动中。根据以社区为基础的参与性研究的原则，设在威斯康星大学的PI与一个以社区为基础的组织（Entre Hermanos）合作开展研究并设计这项运动。我们计划咨询Activate Communications公司和一位营销专家。该活动将采用4p（产品、地点、价格、促销）的“营销组合”，并在营销组合的每个层面进行定制，包括最终产品（干预）设计、促销（活动信息）、价格（降低采用健康行为的障碍）和地点（服务地点）。该运动将侧重于促进性健康，并将其定位为一种外联干预措施，促进在可接受的环境中进行艾滋病毒检测，并提供与艾滋病毒检测地点以及所需的保健和社会支持服务的联系。这次活动将持续六个月。拟议的试点研究将评估战役的可行性、可接受性和初步效果。具体目标是：1)开展形成性研究，将先前构建的关于艾滋病毒检测和避孕套使用的信息转化为公益广告；2)制定传播策略，使用多媒体方法，接触年轻的拉丁裔男同性恋者。我们计划开发一个网站，一个广播活动，社交媒体推广，一个使用移动技术的活动意识和提醒系统，以及印刷材料；3)试点和评估在西澳金县拉丁裔男男性行为者中开展的多元大众媒体宣传活动的影响。在网站和广播上发布艾滋病预防公益广告，评估信息的可接受性、理解记忆性和态度强度；信息对一组MSM （n=60）在运动前后、期间和之后进行艾滋病毒检测和使用安全套的“意图”以及与这些行为相关的态度、信仰、规范和自我效能感的影响；评估在运动前、运动中和运动后推广的地点的艾滋病毒检测率的行政数据；4)分享活动发现和工具；a)利用国家西班牙裔科学网络来展示研究结果；B)探索对大众媒体运动进行多地点随机对照试验的可能性；C)利用网络识别关键联系人，以便在大众媒体运动中潜在地纳入电视和其他在线网络。

DESCRIPTION (provided by applicant): Latinos are diagnosed with HIV at a rate that is three times that of non-Latino whites and they tend to be diagnosed later. The proposed research builds upon a University of WA CFAR Award (P30 AI027757) entitled "Development of an Intervention to Increase HIV Testing among Latino MSM". We used the Institute of Medicine's Integrated Model of Behavior as a framework in developing HIV prevention messages to counter negative attitudes, beliefs and norms towards HIV testing and condom use, and reframe with positive ones. For this R34 application, we plan to translate these messages into public service announcements (PSAs) and use them in a multi-component mass media campaign that targets young Latino MSM Spanish speakers, ages 18-25. In line with the principles of community-based participatory research, the UW-based PI has partnered with a community-based organization (Entre Hermanos) to develop the research and design the campaign. We plan to consult with Activate Communications firm and a marketing expert. The campaign will apply a "marketing mix" of the 4 Ps (Product, Place, Price, Promotion) and be customized at every level of the marketing mix including final product (intervention) design, promotion (campaign messaging), price (lowered barriers to adoption of healthy behaviors), and place (location of services). The campaign will focus on promoting sexual health and be positioned as an outreach intervention that promotes HIV testing in an accepting environment and provides linkages to HIV testing sites and needed health and social support services. The campaign will run for six months. The proposed pilot study will assess campaign feasibility, acceptability and preliminary efficacy. The specific aims are to: 1) Conduct formative research to translate previously constructed messages on HIV testing and condom use into PSAs; 2) Develop a communication strategy, using a multimedia approach, to reach young Latino MSM. We plan to develop a website, a radio campaign, social media outreach, a campaign awareness and reminder system using mobile technology, and print materials; 3) Pilot and evaluate the impact of the multi-component mass media campaign among Latino MSM in King County, WA. We will launch the HIV prevention PSAs onto website and radio and evaluate messages acceptability, comprehension and recall, and attitude strength; message impact on "intentions" towards HIV testing and condom use and on attitudes, beliefs, norms and self-efficacy associated with each of these behaviors among a cohort of MSM (n=60) pre-, during and post-campaign; assess administrative data on HIV testing rates at sites promoted in campaign pre-, during and post-campaign; 4) Share campaign findings and tools; a) utilize the National Hispanic Science Network to present study findings; b) explore the possibility of a multi-site randomized control trial of the mass media campaign; c) use the network to identify key contacts for the potential inclusion of television and other online networks in the mass media campaign.