Social Media Messaging to Reduce HIV-Related Stigma Among Young Adults in Peru: A Randomized Controlled Study

Area of Science:

• Public Health
• Social Sciences
• Digital Health

Background:

• HIV-related stigma negatively impacts prevention and treatment outcomes, especially for young adults.
• Social media presents a scalable avenue for stigma reduction interventions, but evidence of effectiveness is limited.
• Social media influencers may amplify the reach and impact of HIV stigma reduction messages.

Purpose of the Study:

• To evaluate the impact of brief exposure to tailored social media content on reducing HIV-related stigma among young adults in Peru.
• To assess the effectiveness of content featuring social media influencers versus local residents in stigma reduction.

Main Methods:

• A randomized controlled study was conducted in Lima, Peru, involving 567 young adults (aged 18-29).
• Participants were exposed to one of four HIV stigma-reduction videos (including influencer-featured content) or a control video via a simulated social media feed.
• HIV stigma was measured using the Bogardus social distance scale before and after content exposure.

Main Results:

• Culturally tailored social media content demonstrated modest reductions in HIV-related stigma immediately post-exposure.
• Content featuring a prominent Peruvian influencer (Arm 1) showed a statistically significant reduction in social distance compared to controls (p = 0.001).
• Other intervention arms also showed modest, statistically significant reductions in stigma, indicating the potential of tailored social media messaging.

Conclusions:

• Brief exposure to culturally relevant social media content can lead to immediate, albeit modest, reductions in HIV stigma among young adults.
• The findings support the use of social media platforms and influencers as tools for HIV stigma reduction initiatives.
• Further research is needed to explore sustained stigma reduction and optimal strategies for diverse populations.