“My dear horny, healthy friends”: The development and use of an online video to promote HIV testing among MSM

Issue: Sexually active MSM are recommended to be tested for HIV each year. Our research suggests that a substantial proportion of MSM in local chat rooms designed for social and sexual networking with other men have never been tested for HIV.

Description: Our community-based participatory research (CBPR) partnership initiated a study to promote the use of HIV testing programs among MSM through online, “in-real-time” outreach. An interventionist engages online MSM and provides information about HIV testing and how to access testing services. He also refers online MSM to a website that provides a 10-minute video entitled “My Dear Horny, Healthy Friends.”

The video was developed by the CBPR partnership. It includes a dinner party among 3 friends of diverse ages, ethnicities, socio-economic statuses, and levels of “outness.” The conversation focuses on reasons to be tested and describes the process at 3 distinct testing venues: local health departments, a local AIDS service organization (ASO), and one's healthcare provider. The video is designed to demystify the testing process.

Lessons Learned: Developing a meaningful script took several iterations of revisions by community insiders (e.g., gay men), health behavior and HIV researchers, and videographers. Incorporating theoretical constructs from social cognitive theory was not difficult; however, crafting educational and entertaining messages to meet a broad range of potential audience segments without being too general was challenging.

Recommendations: This video is a promising social marketing strategy to overcome barriers to reach MSM who may be at increased risk, and further research blending practice is warranted.