Sexual and gender minority adolescents’ preferences for educational PrEP social marketing campaigns: A Pre-implementation Study (Preprint)

Abstract

Sexual and gender minority (SGM) adolescents in the U.S. are disproportionately affected by HIV. Although pre-exposure prophylaxis (PrEP) is a highly effective biomedical HIV prevention method, PrEP awareness and uptake among SGM adolescents is low. There are no teen-centered PrEP social marketing campaigns in the U.S., which have the potential to increase awareness and interest in PrEP. To address this gap, this qualitative study examined SGM adolescents’ needs and wants regarding teen-centered PrEP social marketing campaigns.

This study intends to ascertain sexual and gender minority adolescents’ preferences for content, design, and implementation of educational PrEP social marketing campaigns.

Chicago-area SGM adolescents (N = 56; Mage=18.2 years; 64.4% racial/ethnic minority) participated in online asynchronous focus groups from February to May 2021. Questions elicited their preferences for content, design, and delivery of SGM teen-centered PrEP campaigns.

Adolescents expressed a need for PrEP campaign messaging that provides simple, accurate, and easily accessible information (e.g., what is PrEP, for whom is PrEP indicated, where and how to access PrEP). They described how messaging should address issues related to their developmental stage and identities (e.g., how to talk to a doctor, whether PrEP was for all adolescents or just those in groups most vulnerable to HIV), clearly offer specific resources, and testimonials from other SGM adolescents. They desired colorful and highly inclusive PrEP campaign assets that felt authentic and featured young people themselves, and suggested online (e.g., TikTok) and offline spaces (e.g., libraries, malls) for campaign delivery.

These findings lay the groundwork for designing teen-centered educational PrEP campaigns in Chicago and beyond. Designing campaigns guided by SGM adolescents’ voices can ensure that materials are acceptable and address the most salient barriers and facilitators to their ability to access PrEP and sexual healthcare services.