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- Title
Sólo Se Vive Una Vez: Evaluation of a Social Marketing Campaign Promoting HIV Screening and Prevention for Immigrant Latinxs.
- Authors
Shah, Harita S.; Grieb, Suzanne M. Dolwick; Flores-Miller, Alejandra; Yenokyan, Karine; Castellanos-Aguirre, Jimena; Greenbaum, Adena; Page, Kathleen R.
- Abstract
Latinxs in the U.S. are disproportionately affected by HIV and more likely to have delayed diagnosis than their non-Latinx peers. We developed and implemented Sólo Se Vive Una Vez (You Only Live Once), the first Spanish-language campaign aimed at improving HIV testing and prevention among Latinx immigrants in Baltimore, Maryland. Sólo Se Vive Una Vez featured a website (www.solovive.org) and social marketing campaign promoting free HIV testing through the Baltimore City Health Department (BCHD) clinic and Latinx outreach team. The campaign was not associated with a change in the overall number of Latinxs obtaining HIV testing. However, Latinx HIV testers who reported being exposed to the campaign had significantly higher rates of high-risk sexual behaviors, mean number of sexual partners, and substance use. The campaign was also associated with increased PrEP referrals through the BCHD Latinx outreach team.
- Subjects
MARYLAND; HIV infections; IMMIGRANTS; RISK-taking behavior; SOCIAL marketing; HISPANIC Americans; MEDICAL screening; SOCIAL stigma; AIDS serodiagnosis; SEX crimes; PREVENTIVE medicine; SEXUAL partners
- Publication
AIDS & Behavior, 2021, Vol 25, Issue 9, p3024
- ISSN
1090-7165
- Publication type
Article
- DOI
10.1007/s10461-021-03165-4