“It’s Like Plan B but for HIV!” Design and Evaluation of a Media Campaign to Drive Demand for PEP

Jeremy Fagan, Victoria Frye, Rose Calixte, Sachin Jain, Lovely Molla, Adeola Lawal, Marcus P. Mosley, Emily Greene, Kenneth H. Mayer, Barry S. Zingman

Research output: Contribution to journalArticlepeer-review

2 Scopus citations


Post-exposure Prophylaxis (PEP) is an effective yet underutilized HIV prevention tool. PEPTALK developed and evaluated a media campaign to drive demand for PEP among men who have sex with men (MSM) and transgender women (TW) living in high HIV prevalence areas in New York City. Formative qualitative research (38 in-depth interviews and five focus groups [N = 48]) with Black or African-American MSM or TW who reported condomless sex with a HIV-positive/unknown status man was conducted to inform campaign design. We assessed the impact of the campaign, 15 bus shelter ads and low or no-cost social media, by assessing change in the proportions of new PEP patient visits, to the clinical site where the campaign directed consumers, using one-sided z-test for proportions, before and after the media campaign. The proportion of new PEP patients increased significantly after the media campaign in the periods examined, suggesting that such campaigns may increase PEP demand.

Original languageEnglish (US)
Pages (from-to)3337-3345
Number of pages9
JournalAIDS and Behavior
Issue number12
StatePublished - Dec 2020


  • HIV prevention
  • Health communication
  • Media campaign
  • Men who have sex with men
  • PEP

ASJC Scopus subject areas

  • Social Psychology
  • Public Health, Environmental and Occupational Health
  • Infectious Diseases


Dive into the research topics of '“It’s Like Plan B but for HIV!” Design and Evaluation of a Media Campaign to Drive Demand for PEP'. Together they form a unique fingerprint.

Cite this