Tu Amigo Pepe: Evaluation of a Multi-media Marketing Campaign that Targets Young Latino Immigrant MSM with HIV Testing Messages

Latino immigrant men who have sex with men (MSM) are at risk for HIV and delayed diagnosis in the United States. This paper describes the evaluation of a pilot of the Tu Amigo Pepe , a multimedia HIV testing campaign aimed at Latino MSM in Seattle, WA particularly targeting immigrants who may not id...

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Published in:AIDS and behavior 2016-09, Vol.20 (9), p.1973-1988
Main Authors: Solorio, Rosa, Norton-Shelpuk, Pamela, Forehand, Mark, Montaño, Daniel, Stern, Joshua, Aguirre, Joel, Martinez, Marcos
Format: Article
Language:English
Subjects:
Acquired immune deficiency syndrome
Adult
AIDS
AIDS Serodiagnosis - statistics & numerical data
Attitudes
Digital media
Empowerment
Feasibility Studies
Gays & lesbians
Health Promotion - methods
Health Psychology
Hispanic Americans
Hispanic Americans - education
Hispanic Americans - psychology
Hispanic people
HIV
HIV Infections - diagnosis
HIV Infections - ethnology
HIV Infections - prevention & control
Homosexuality
Homosexuality, Male
Human immunodeficiency virus
Humans
Immigrants
Infectious Diseases
Lentivirus
Male
Males
Marketing
Mass media
Mass Screening - methods
Medicine
Medicine & Public Health
Multimedia
Noncitizens
Norms
Original Paper
Perceptions
Pilot Projects
Program Evaluation
Public Health
Public service
Public service advertising
Reminder effects
Sexually transmitted diseases
Social Marketing
Social Media
STD
Technology
Transients and Migrants - education
Transients and Migrants - psychology
United States
Washington
Young Adult
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cited_by cdi_FETCH-LOGICAL-c405t-ab4a25530f2d44585b3b39dac5c443fb04626453507f97a99354788c52c2d1ec3
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container_end_page 1988
container_issue 9
container_start_page 1973
container_title AIDS and behavior
container_volume 20
creator Solorio, Rosa
Norton-Shelpuk, Pamela
Forehand, Mark
Montaño, Daniel
Stern, Joshua
Aguirre, Joel
Martinez, Marcos
description Latino immigrant men who have sex with men (MSM) are at risk for HIV and delayed diagnosis in the United States. This paper describes the evaluation of a pilot of the Tu Amigo Pepe , a multimedia HIV testing campaign aimed at Latino MSM in Seattle, WA particularly targeting immigrants who may not identify as gay, ages 18–30 years old. The 16-week campaign included Spanish-language radio public service announcements (PSAs), a Web site, social media outreach, a reminder system using mobile technology, print materials and a toll-free hotline. In developing the PSAs, the Integrated Behavioral Model was used as a framework to reframe negative attitudes, beliefs and norms towards HIV testing with positive ones as well as to promote self-efficacy towards HIV testing. The campaign had a significant and immediate impact on attitudes, beliefs, norms and self-efficacy towards HIV testing as well as on actual behavior, with HIV testing rates increasing over time.
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subjects Acquired immune deficiency syndrome
Adult
AIDS
AIDS Serodiagnosis - statistics & numerical data
Attitudes
Digital media
Empowerment
Feasibility Studies
Gays & lesbians
Health Promotion - methods
Health Psychology
Hispanic Americans
Hispanic Americans - education
Hispanic Americans - psychology
Hispanic people
HIV
HIV Infections - diagnosis
HIV Infections - ethnology
HIV Infections - prevention & control
Homosexuality
Homosexuality, Male
Human immunodeficiency virus
Humans
Immigrants
Infectious Diseases
Lentivirus
Male
Males
Marketing
Mass media
Mass Screening - methods
Medicine
Medicine & Public Health
Multimedia
Noncitizens
Norms
Original Paper
Perceptions
Pilot Projects
Program Evaluation
Public Health
Public service
Public service advertising
Reminder effects
Sexually transmitted diseases
Social Marketing
Social Media
STD
Technology
Transients and Migrants - education
Transients and Migrants - psychology
United States
Washington
Young Adult
title Tu Amigo Pepe: Evaluation of a Multi-media Marketing Campaign that Targets Young Latino Immigrant MSM with HIV Testing Messages
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