Evaluation of a Community-Based Social Media Campaign for HIV Prevention Among Latino Sexual Minority Men

This study evaluated the impact of a community-based social media campaign on HIV prevention engagement among Hispanic/Latino gay, bisexual, and other sexual minority men (SMM). The study was conducted at a Latino-serving community-based organization (CBO) in Washington State. We conducted a quasi-experimental pre-post evaluation comparing HIV prevention outcomes among clients observed before the campaign with those observed during the campaign and follow-up period. Propensity score matching was used to compare HIV testing and PrEP use using survey and service-record data. Behavioral determinants were assessed among 76 surveyed clients, including 32 surveyed before the campaign and 45 surveyed during the campaign and follow-up period. Chart-only data from 185 additional clients were also examined to supplement survey findings. The number of Latino SMM engaging in HIV prevention services increased by 114% during the campaign and follow-up period, compared to the same period in the previous year. Propensity score-matched analyses showed that the proportion receiving HIV testing was 6.7 percentage points higher among clients in the post-campaign period than among matched clients observed during the pre-campaign period (p = .039; Cohen's d = 0.22). Findings highlight the potential of culturally tailored, theory-informed social media campaigns to promote HIV prevention among Latino SMM. While effects were modest, the campaign period was associated with a modest increase in HIV testing and demonstrated the potential value of social media for enhancing engagement in community-based HIV prevention services.