March 1, 2021
Finding better ways to reach people at higher risk of HIV for testing and engagement with HIV prevention and treatment services is a critical component of a public health response to the HIV pandemic. In a NIDA-funded study published in
AIDS and Behaviorin November 2020, investigators conducted individual in-depth interviews with 30 Rhode Island men who have sex with men, and held focus group discussions with 18 men who have sex with men. Their goal was to inform the development and implementation of a social marketing campaign centering on smartphone applications (apps).
There was agreement among participants that a social marketing approach using advertisement on apps is a potentially effective means for education and linkage to HIV services. However, participants expressed annoyance at pop-up advertisements on smartphone dating applications, viewing them as too invasive.