Highlighting the Need for Representation of Black Women in PrEP Marketing and Educational Efforts: A Qualitative...

Black cisgender women are disproportionately affected by HIV, yet have a low uptake of pre-exposure prophylaxis (PrEP). Barriers to HIV prevention exist on the individual, provider, and system level. This qualitative study aimed to explore factors associated with accessing culturally-appropriate PrEP educational materials and advertisements and receiving PrEP information from providers for Black women.

Focus groups were conducted at three federally qualified health centers in Illinois, Florida, and North Carolina with Black female patients from August 2022 to February 2023. Women were asked about their awareness and knowledge of PrEP, thoughts on patient-facing PrEP materials, and ideas for improving PrEP uptake among Black women. Transcripts were analyzed thematically using the Stanford Lightning Report Method.

Twenty-five women participated across nine focus groups. Barriers and facilitators to patient education to increase PrEP uptake among Black women were identified across the individual, provider, and system level. Barriers included low awareness and knowledge of PrEP, inaccurate self-perceived risk of HIV, and stigma and medical mistrust. Facilitators included positive attitudes toward PrEP, better representation in educational materials and advertisements, improved provider-patient relationship, and additional support via mental wellness resources and community (social networks).

Women reported minimal representation and knowledge regarding PrEP, yet demonstrated high interest in learning more about PrEP and sharing that information with others. Black women must be featured prominently in mainstream PrEP advertisements and PrEP educational materials and included by providers in discussions about PrEP. Increasing funding and support for these efforts will be instrumental to promote PrEP uptake among Black women and to reduce HIV transmission within this population.