Related Experiment Video
Updated: Jan 23, 2026

Isolation of Exosomes from the Plasma of HIV-1 Positive Individuals
Published on: January 5, 2016
#PrEP4Love: An Evaluation of a Sex-Positive HIV Prevention Campaign
Jessica M Dehlin1, Ryan Stillwagon2, Jim Pickett3
1Department of Medicine, University of Chicago, Chicago, IL, United States.
Background:
Pre-exposure prophylaxis (PrEP) is an effective but underutilized method for preventing HIV transmission in communities vulnerable to HIV. Public health campaigns aimed at increasing PrEP awareness and access have less evaluation data.
Objective:
The aim of this study was to evaluate Chicago's PrEP campaign, PrEP4Love (P4L), a campaign that uses health equity and sex-positivity approaches for information dissemination.
Methods:
P4L launched in February 2016 and remains an active campaign to date. The analysis period for this paper was from the launch date in February 2016 through May 15, 2016. Our analysis reviews the Web-based reach of the campaign through views on social media platforms (Facebook and Instagram), smart ads, or ads served to individuals across a variety of Web platforms based on their demographics and browsing history, and P4L website clicks.
Results:
In total, 40,913,560 unique views were generated across various social media platforms. A total of 24,548 users clicked on P4L ads and 32,223,987 views were received from smart ads. The 3 most clicked on ads were STD Signs & Symptoms-More Information on STD Symptoms, HIV & AIDS Prevention, and HIV Prevention Medication. An additional 6,970,127 views were gained through Facebook and another 1,719,446 views through Instagram. There was an average of 182 clicks per day on the P4L website.
Conclusions:
This is the first study investigating public responses to a health equity and sex-positive social marketing campaign for PrEP. Overall, the campaign reached millions of individuals. More studies of PrEP social marketing are needed to evaluate the relationship of targeted public health campaigns on stigma and to guide future PrEP promotion strategies.
Related Concept Videos
Sex-linked Disorders
Position-effect Variegation
Cancer Prevention
Some...
Prevention of Further Absorption of Poison
Preventive Healthcare Services
Serial Position Effect

