Sólo Se Vive Una Vez : The Implementation and Reach of an HIV Screening Campaign for Latinx Immigrants

Latinxs in the United States are disproportionately affected by HIV and present with more advanced disease than their non-Latinx peers, due to numerous barriers to care including HIV stigma. We describe the adaptation, implementation, and reach of (You Only Live Once), Baltimore's first social...

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Bibliographic Details
Published in:AIDS education and prevention Vol. 32; no. 3; p. 229
Main Authors: Shah, Harita S, Dolwick Grieb, Suzanne M, Flores-Miller, Alejandra, Greenbaum, Adena, Castellanos-Aguirre, Jimena, Page, Kathleen R
Format: Journal Article
Language:English
Published: United States 01.06.2020
Subjects:
AIDS Serodiagnosis - statistics & numerical data
Baltimore
Community-Institutional Relations
Health Knowledge, Attitudes, Practice
Health Promotion - methods
Hispanic or Latino - education
Hispanic or Latino - psychology
HIV Infections - diagnosis
HIV Infections - ethnology
HIV Infections - prevention & control
Humans
Male
Mass Screening - methods
Program Development
Program Evaluation
Social Marketing
Social Media
Social Stigma
Transients and Migrants - education
Transients and Migrants - psychology
United States
United States
Baltimore
HIV testing
Latinx
immigrant
social marketing
HIV stigma
ISSN:1943-2755, 1943-2755
Online Access:Get more information
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Summary:Latinxs in the United States are disproportionately affected by HIV and present with more advanced disease than their non-Latinx peers, due to numerous barriers to care including HIV stigma. We describe the adaptation, implementation, and reach of (You Only Live Once), Baltimore's first social marketing campaign promoting HIV screening among Spanish-speaking Latinxs. The 6-month campaign promoted free HIV testing by addressing HIV stigma. The campaign included a website, a social marketing campaign, community outreach events, and advertisements via radio, billboards, local partners, and buses. During the campaign, there were 9,784 unique website users, and ads were served to over 84,592 people on social media platforms. Among Latinx HIV testers at the Baltimore City Health Department, 31.6% reported having seen or heard of and 25.3% of Latinx HIV testers reported that the campaign influenced them to get tested.
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ISSN:1943-2755
1943-2755
DOI:10.1521/aeap.2020.32.3.229