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Crowdsourced PrEP Promotion Messages for an HIV High-Burden Area: A Framework-Based Content Analysis
Evan L Eschliman1, Mudia Uzzi1, Jordan J White2
1Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, Maryland.
Summary
Community-driven contests can boost pre-exposure prophylaxis (PrEP) use among high-risk groups. Messages highlighting self-worth and self-care resonate, informing new HIV prevention strategies.
Area of Science:
- Public Health
- Social Sciences
- HIV Prevention Research
Background:
- Pre-exposure prophylaxis (PrEP) is a key HIV prevention tool.
- Low PrEP uptake persists, especially in marginalized, high-risk populations.
- Community-driven promotion is vital to address these disparities.
Purpose of the Study:
- To analyze community-generated messages for PrEP promotion.
- To identify themes influencing PrEP use via a crowdsourced contest.
- To adapt the Information-Motivation-Behavioral Skills (IMB) model for PrEP messaging.
Main Methods:
- Directed content analysis of 73 community submissions from a PrEP promotion contest.
- Utilized a PrEP-specific adaptation of the IMB model.
- Focused on messages from Baltimore, Maryland.
Main Results:
- Identified eight themes aligned with the adapted IMB model.
- Discovered two novel themes in the motivation category: self-worth/self-love and self-care.
- Community-driven messages revealed unique insights into PrEP motivation.
Conclusions:
- Community-generated themes, including self-worth and self-care, can enhance PrEP promotion.
- Findings offer novel insights for developing targeted HIV prevention strategies.
- This approach can inform more effective and inclusive PrEP outreach programs.
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