SÓlo se vive una vez: The implementation and reach of an hiv screening campaign for latinx immigrants

Harita S. Shah, Suzanne M. Dolwick Grieb, Alejandra Flores-Miller, Adena Greenbaum, Jimena Castellanos-Aguirre, Kathleen R. Page

Research output: Contribution to journalArticlepeer-review

Abstract

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.

Original languageEnglish (US)
Pages (from-to)229-242
Number of pages14
JournalAIDS Education and Prevention
Volume32
Issue number3
DOIs
StatePublished - 2020

Keywords

  • HIV stigma
  • HIV testing
  • Immigrant
  • Latinx
  • Social marketing

ASJC Scopus subject areas

  • Health(social science)
  • Public Health, Environmental and Occupational Health
  • Infectious Diseases

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