Hombres Sanos: A social marketing intervention to increase condom use and health services utilization among non-gay identified Latino men who have sex with men

Background: Non-gay identified (NGI) Latino men who have sex with men (MSM) represent a difficult target for HIV prevention. This study will present results from a social marketing intervention designed to increase HIV/STI testing and condom use among NGI Latino MSM in North San Diego County (CA). Methods: Following a formative research phase, a 9-month social marketing intervention titled "Hombres Sanos" was designed, implemented, and evaluated. Nine serial cross-sectional community surveys were conducted with independent samples of Latino men before (N=680), during (N=837), and after (N=453) the implementation of the campaign. Participants randomly recruited at targeted community venues completed a self-administered anonymous survey on HIV/STI testing, risk practices, susceptibility, and exposure, and reported reactions to the Hombres Sanos campaign. Results: Respondents surveyed during the campaign period recognized the campaign logo (43%) and reported exposure to campaign printed materials (73%); mobile ads (25%); radio ads (25%); club events (13%); and condoms (36%). Overall, 81% reported exposure to ³1 of the campaign components. Reported responses to the campaign included having made an appointment for HIV testing (15%), obtained and/or used condoms (14%), been tested for HIV/STI (3%), or talked to their partners about HIV and/or condoms (3%). Analyses of the campaign effects on HIV testing and unprotected sex are currently under way. Conclusions: Results suggest that the intervention was effective in reaching the target population and eliciting preventive behaviors. Additional campaign effects on behavioral outcomes and challenges and opportunities identified to prevent HIV among NGI Latino MSM will be presented and discussed.