“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

doi:10.1007/s10461-020-02906-1

“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

Medicine

Research output: Contribution to journal › Article › peer-review

4 Scopus citations

Abstract

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 language	English (US)
Pages (from-to)	3337-3345
Number of pages	9
Journal	AIDS and Behavior
Volume	24
Issue number	12
DOIs	https://doi.org/10.1007/s10461-020-02906-1
State	Published - Dec 2020

Keywords

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

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

10.1007/s10461-020-02906-1

Cite this

@article{7f800a7a250d4ca2b0d2f78b7ce500a4,

title = "“It{\textquoteright}s Like Plan B but for HIV!” Design and Evaluation of a Media Campaign to Drive Demand for PEP",

abstract = "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.",

keywords = "HIV prevention, Health communication, Media campaign, Men who have sex with men, PEP",

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

note = "Publisher Copyright: {\textcopyright} 2020, Springer Science+Business Media, LLC, part of Springer Nature.",

year = "2020",

month = dec,

doi = "10.1007/s10461-020-02906-1",

language = "English (US)",

volume = "24",

pages = "3337--3345",

journal = "AIDS and Behavior",

issn = "1090-7165",

publisher = "Springer New York",

number = "12",

}

TY - JOUR

T1 - “It’s Like Plan B but for HIV!” Design and Evaluation of a Media Campaign to Drive Demand for PEP

AU - Fagan, Jeremy

AU - Frye, Victoria

AU - Calixte, Rose

AU - Jain, Sachin

AU - Molla, Lovely

AU - Lawal, Adeola

AU - Mosley, Marcus P.

AU - Greene, Emily

AU - Mayer, Kenneth H.

AU - Zingman, Barry S.

PY - 2020/12

Y1 - 2020/12

N2 - 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.

AB - 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.

KW - HIV prevention

KW - Health communication

KW - Media campaign

KW - Men who have sex with men

KW - PEP

UR - http://www.scopus.com/inward/record.url?scp=85084376004&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85084376004&partnerID=8YFLogxK

U2 - 10.1007/s10461-020-02906-1

DO - 10.1007/s10461-020-02906-1

M3 - Article

C2 - 32390059

AN - SCOPUS:85084376004

SN - 1090-7165

VL - 24

SP - 3337

EP - 3345

JO - AIDS and Behavior

JF - AIDS and Behavior

IS - 12

ER -

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

Abstract

Keywords

ASJC Scopus subject areas

UN SDGs

Access to Document

Other files and links

Fingerprint

Cite this