HIV Testing; African Americans; Men; Evaluation; Social Media
Community Health and Preventive Medicine | Epidemiology | Public Health | Public Health Education and Promotion
The purpose of this study was to evaluate a social media marketing (SMM) campaign designed to increase HIV testing among young Black men attending a public university in Atlanta, GA. “Courage 2 Test” was a three-month SMM campaign (launched from February 2017 to April 2017) that included targeted Facebook and Instagram advertisements to encourage HIV testing. Students completed an online survey via two cross-sectional samples (n=106 at baseline and n=98 post campaign). Campaign evaluation involved assessing the effects of campaign exposure and the pre/post-grouping variable on ever testing for HIV and testing for HIV in the previous six months via separate logistic regression models. Ever testing for HIV and testing for HIV in the previous six months were higher post campaign (62.2% vs. 39.6%, p=0.001; 35.7% vs. 17.9%, p=0.004, respectively). There were no differences in ever testing for HIV or testing for HIV in the previous six months pre and post campaign launch in multivariable models. There was no statistically significant campaign effect on either HIV testing outcome when controlling for other variables. Although direct campaign exposure was not associated with either HIV testing outcome, ever testing for HIV and testing for HIV in the previous six months were higher post campaign launch compared to the baseline.
Jones, Jamal T.; Salazar, Laura F.; and Crosby, Richard A.
""Courage 2 Test": An Evaluation of a Social Media Marketing Campaign to Increase HIV Testing among Young Black Men,"
Journal of Health Disparities Research and Practice: Vol. 12
, Article 8.
Available at: https://digitalscholarship.unlv.edu/jhdrp/vol12/iss2/8