HIV Prevention Messages Targeting Latino MSM

描述(申请人提供)：拉丁裔被诊断出感染艾滋病毒的比率是非拉丁裔白人的三倍，而且他们倾向于在以后被诊断出来。这项拟议的研究是建立在西澳大学CFAR奖(P30 AI027757)的基础上的，该奖项的标题是“制定干预措施，增加拉丁裔MSM中的艾滋病毒检测”。我们使用医学研究所的综合行为模式作为框架，制定艾滋病毒预防信息，以对抗对艾滋病毒检测和避孕套使用的负面态度、信念和规范，并与积极的态度、信念和规范进行重新构建。对于此R34应用程序，我们计划将这些消息转换为公共服务公告(PSA)，并将它们用于多组件大众媒体活动，目标是年龄在18-25岁、说拉丁裔MSM西班牙语的年轻人。根据以社区为基础的参与性研究的原则，总部设在威斯康星州的国际和平协会与一个以社区为基础的组织(Entre Hermanos)合作开展研究和设计活动。我们计划咨询Activate Communications公司和一位营销专家。该活动将应用4个P(产品、地点、价格、促销)的“营销组合”，并在营销组合的每个级别进行定制，包括最终产品(干预)设计、促销(活动信息)、价格(降低了采用健康行为的门槛)和地点(服务位置)。这项运动将侧重于促进性健康，并定位为在接受环境中促进艾滋病毒检测的外展干预措施，并提供与艾滋病毒检测地点以及所需的卫生和社会支助服务的联系。这项活动将持续六个月。拟议的试点研究将评估宣传活动的可行性、可接受性和初步效果。其具体目标是：1)进行形成性研究，将以前构建的关于艾滋病毒检测和避孕套使用的信息转化为PSA；2)利用多媒体方法制定传播战略，以接触年轻的拉丁裔MSM。我们计划开发一个网站、电台宣传活动、社交媒体宣传、使用移动技术的竞选宣传和提醒系统以及印刷材料；3)在华盛顿州金县的拉丁裔MSM中试验和评估多组成部分大众媒体宣传活动的影响。我们将在网站和广播上发布艾滋病毒预防公益广告，评估信息的可接受性、理解力和回忆力，以及态度强度；信息对一组男男性接触者(n=60)在活动前、活动中和活动后对艾滋病毒检测和避孕套使用的“意向”以及与这些行为相关的态度、信念、规范和自我效能的影响；评估活动前、活动中和活动后推广的地点艾滋病毒检测率的行政数据；4)分享活动结果和工具；a)利用全国拉美裔科学网络展示研究结果；b)探索大众媒体活动的多地点随机对照试验的可能性；C)利用该网络确定可能将电视和其他在线网络纳入大众媒体宣传活动的主要联系人。

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.