257311 Developing an HIV/STI Focused Motion Comic for Young People Ages 15-24 Years in the US

Monday, October 29, 2012 : 8:30 AM - 8:45 AM

Leigh A. Willis, PhD, MPH , Division of HIV/AIDS Prevention, Centers for Disease Control and Prevention, Atlanta, GA
Rachel Kachur, MPH , Division of STD Prevention, Behavioral Intervention and Research Branch, U.S. Centers for Disease Control and Prevention, Atlanta, GA
Ted Castellanos, MPH , DHAP/Minority HIV/AIDS Research Initiative, Centers for Disease Control and Prevention, Atlanta, GA
Pilgrim Spikes Jr., PhD, MPH, MSW , Division of HIV/AIDS Prevention/Prevention Research Branch, Centers For Diease Control and Prevention, Atlanta, GA
Sandra Jones, PhD , Division of Adolescent and School Health, Centers For Disease Control and Prevention, Atlanta, GA
Macus Durham, MA , Division of HIV/AIDS Prevention/Epidemiology Branch, Centers For Disease Control and Prevention, Atlanta, GA
Ashley Gamayo, MPH , Division of HIV/AIDS Prevention, Centers for Disease Control, Atlanta, GA
Zaneta Gaul, MSPH , Division of HIV/AIDS Prevention, ICF International, CDC, Atlanta, GA
Booker Daniels, MBA , National Center for HIV, Viral Hepititus, STD and TB Prevention, Centers for Disease Control and Prevention, Atlanta, GA
Solange Han Barthelemy, BA , Division of HIV/AIDS, Centers for Disease Control and Prevention, Atlanta, GA
Susan Robinson, MPH , Division of HIV/AIDS Prevention, Centers for Disease Control, Atlanta, GA
Matthew Hogben, PhD , CDC and Prevention, Atlanta, GA
Madeline Sutton, MD, MPH , Division of HIV/AIDS Prevention, Centers for Disease Control and Prevention, Atlanta, GA
Background In the US, young people (ages 15-24 years) are disproportionately affected by human immunodeficiency virus (HIV) and other sexually transmitted infections (STI). This may be due to shortfalls in HIV/STI-related knowledge, attitudes, beliefs and behavioral intentions (KABI). Health communication storytelling is a proven means of changing health-related KABI. Comics are a low-cost and easily implemented storytelling form, and “motion comics” add technological advances to update comics as a communication strategy. To address HIV/STI-related KABI, we are developing an HIV/STI focused “motion comic” for young people.

Methods Twelve formative focus groups were conducted with young persons (n=74) ages 15-24 years to develop audience-generated content, including: art style, characters, storylines, and dialogue, to enhance the relevance, acceptability, and appropriateness of a motion comic HIV/STI prevention intervention.

Results Key themes emerging from thematic analysis include: 1) knowledge deficits regarding transmission of HIV/STI; 2) the influence of stigma on HIV/STI testing and acquisition of contraceptives and other materials needed for safe sex (condoms, birth control, lubrication); 3) knowledge deficits about accessing sexual health care; 4) the need for condom negotiation skills and 5) acceptance of motion comics for HIV prevention.

Conclusions Based on information provided in the focus groups, 3 seven-minute motion comic episodes are being developed that address all five identified main themes. The prototype intervention will be pilot tested for efficacy in several evaluatory focus groups. The final intervention will be delivered through the internet and other social media venues accessed frequently by the target population of young people.

Learning Areas:
Communication and informatics
Diversity and culture
Implementation of health education strategies, interventions and programs
Planning of health education strategies, interventions, and programs
Public health or related education
Social and behavioral sciences

Learning Objectives:
Describing how to develop innovative health communication interventions for youth Explain how to use the motion comic medium as a means of health communication Decribe how the sabido methodology can be used to develop HIV/STI content for health communication interventions

Keywords: Health Communications, Adolescents

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am the principal investigator
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.