Identifying Effective Components of a Social Marketing Campaign to Improve Engagement With Express Sexual Health Services Among Gay, Bisexual, and Other Men Who Have Sex With Men: Case Study.

ABSTRACT:

Background

Little is known about how best to reach people with social marketing messages promoting use of clinical HIV and sexually transmitted infection (STI) services.

Objective

We evaluated a multiplatform, digital social marketing campaign intended to increase use of HIV/STI testing, treatment, and prevention services among gay, bisexual, and other men who have sex with men (MSM) at an LGBTQ+ (lesbian, gay, bisexual, transgender, queer, and/or questioning) community health center.

Methods

We evaluated engagement with a social marketing campaign launched by Open Door Health, the only LGBTQ+ community health center in Rhode Island, during the first 8 months of implementation (April to November 2021). Three types of advertisements encouraging use of HIV/STI services

SUBMITTER: Chambers LC 

PROVIDER: S-EPMC11363878 | biostudies-literature | 2024 Aug

REPOSITORIES: biostudies-literature