TY - JOUR
T1 - SÓlo se vive una vez
T2 - The implementation and reach of an hiv screening campaign for latinx immigrants
AU - Shah, Harita S.
AU - Dolwick Grieb, Suzanne M.
AU - Flores-Miller, Alejandra
AU - Greenbaum, Adena
AU - Castellanos-Aguirre, Jimena
AU - Page, Kathleen R.
N1 - Publisher Copyright:
© 2020 The Guilford Press.
PY - 2020
Y1 - 2020
N2 - Latinxs in the United States are disproportionately affected by HIV and present with more advanced disease than their non-Latinx peers, due to numerous barriers to care including HIV stigma. We describe the adaptation, implementation, and reach of Sólo Se Vive Una Vez (You Only Live Once), Baltimore’s first social marketing campaign promoting HIV screening among Spanish-speaking Latinxs. The 6-month campaign promoted free HIV testing by addressing HIV stigma. The campaign included a website, a social marketing campaign, community outreach events, and advertisements via radio, billboards, local partners, and buses. During the campaign, there were 9,784 unique website users, and ads were served to over 84,592 people on social media platforms. Among Latinx HIV testers at the Baltimore City Health Department, 31.6% reported having seen or heard of Sólo Se Vive Una Vez and 25.3% of Latinx HIV testers reported that the campaign influenced them to get tested.
AB - Latinxs in the United States are disproportionately affected by HIV and present with more advanced disease than their non-Latinx peers, due to numerous barriers to care including HIV stigma. We describe the adaptation, implementation, and reach of Sólo Se Vive Una Vez (You Only Live Once), Baltimore’s first social marketing campaign promoting HIV screening among Spanish-speaking Latinxs. The 6-month campaign promoted free HIV testing by addressing HIV stigma. The campaign included a website, a social marketing campaign, community outreach events, and advertisements via radio, billboards, local partners, and buses. During the campaign, there were 9,784 unique website users, and ads were served to over 84,592 people on social media platforms. Among Latinx HIV testers at the Baltimore City Health Department, 31.6% reported having seen or heard of Sólo Se Vive Una Vez and 25.3% of Latinx HIV testers reported that the campaign influenced them to get tested.
KW - HIV stigma
KW - HIV testing
KW - Immigrant
KW - Latinx
KW - Social marketing
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U2 - 10.1521/aeap.2020.32.3.229
DO - 10.1521/aeap.2020.32.3.229
M3 - Article
C2 - 32749875
AN - SCOPUS:85089132996
SN - 0899-9546
VL - 32
SP - 229
EP - 242
JO - AIDS Education and Prevention
JF - AIDS Education and Prevention
IS - 3
ER -