Young Latino immigrant men who have sex with men (MSM) are at risk for HIV and for delayed diagnosis. A need exists to\nraise awareness about HIV prevention in this population, including the benefits of timely HIV testing. This project was developed\nthrough collaboration between University ofWA researchers and Entre Hermanos, a community-based organization serving Latinos.\nBuilding from a community-based participatory research approach, the researchers developed a campaign that was executed\nby Activate Brands, based in Denver, Colorado.The authors (a) describe the development of HIV prevention messages through the\nintegration of previously collected formative data; (b) describe the process of translating these messages into PSAs, including the\napplication of a marketing strategy; (c) describe testing the PSAs within the Latino MSM community; and (c) determine a set of\nimportant factors to consider when developing HIV prevention messages for young Latino MSM who do not identify as gay.
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