Development of messages and concepts for an HIV testing social marketing campaign for Latino men who have sex with men (LMSM)

Issues:In 2010, LMSM represented 76% of new HIV infections among all Latino men and nearly 23% among all MSM. Culturally specific and research-based HIV testing messages are needed to develop a social marketing campaign to increase HIV testing among LMSM to reduce HIV infection. Description:Research activities included: environmental scan, literature review, expert consultation(N=17), two rounds of qualitative research(N=62) and an online quantitative survey(N=75) with LMSM (18-49 years) to test campaign concepts/messages. A thematic analysis of qualitative data and a descriptive analysis of survey data were conducted to identify testing barriers/motivators, key components of messages, and channels. Lessons Learned:Key barriers to testing included: confidentiality concerns; lack of knowledge about transmission, prevention, and treatment; lack of culturally competent services; fatalism; risk denial; and nondisclosure of sexual orientation to healthcare providers. A key motivator identified was social support of friends/family. Messages should reach those with lower education, different levels of literacy and acculturation, and address barriers using important cultural norms with an empowering tone. An integrative behavioral model addressing individual attitudes, social norms, and self-efficacy resulting in an intention to get an HIV test was developed as a theoretical basis for the campaign. Recommendations:Data triangulation resulted in four concept/message recommendations: focus on attitudes influenced by behavioral beliefs; address social normative beliefs around being gay/bisexual; address efficacy beliefs at the individual and community level; and emphasize access to testing. Concepts/messages based on these recommendations were developed and refined and are in final stages of production. The LMSM campaign is expected to launch in 2013.