HIV Prevention in Rural Populations: Social Marketing Strategies targeting Native Youth/Young Adults in Montana

Issue: In Montana, Native youth/young adult populations report a lower rate of HIV testing compared to other youth/young adult populations. Needs analysis results indicated 91% of Montana Native youth/young adults reported a lack of culturally relevant HIV prevention media strategies including lack of ethnic and generational specific content. Concurrently, 68% of Native youth/young adults reported that using primarily traditional Native media design was not as effective in reaching their generation. Description: Montana's HIV Prevention Social Marketing project targets rural populations at risk for HIV. From 2009-2011, culturally appropriate media strategies targeting Native youth/young adult populations were developed and disseminated through out Montana's American Indian reservations and adjacent counties. Cross-cultural media was developed that integrated traditional Native culture and contemporary youth culture. Media messages targeted HIV testing, Native pride, and youth empowerment. Media design included a fusion of reservation and urban cultures such as integrating Native and Hip Hop music; traditional Native art & symbols and graffiti art; and traditional Native dancing with contemporary youth activities. Results: Evaluation results showed that 74% of Native youth/young adults who reported seeing the media campaign approved of the media messages and design as culturally and generation relevant. Two Montana reservations showed an increase in HIV testing in the Native youth/adult populations. Recommendations: Employing cross-cultural HIV prevention media messages and design is an effective strategy to reach the current generation of Native youth/young adults in Montana. Cultural fusion is an important construct to consider when developing HIV prevention strategies targeting American Indian youth/young adult populations.