Targeted social marketing of PrEP and the stigmatization of black sexual minority men

• Published in: PloS one Vol. 18; no. 5; p. e0285329
• Main Authors: Calabrese, Sarah K., Kalwicz, David A., Dovidio, John F., Rao, Sharanya, Modrakovic, Djordje X., Boone, Cheriko A., Magnus, Manya, Kharfen, Michael, Patel, Viraj V., Zea, Maria Cecilia
• Format: Journal Article
• Language: English
• Published: United States Public Library of Science 11.05.2023; Public Library of Science (PLoS)
• Subjects: Advertisements; Advertising; Advertising campaigns; Antiretroviral drugs; Biology and Life Sciences; Community; Composition effects; Demographic aspects; Discrimination against AIDS virus carriers; Disease prevention; FDA approval; Focus groups; Gays & lesbians; Health aspects; HIV; HIV Infections; Homosexuality, Male; Human immunodeficiency virus; Humans; Male; Marketing; Medicine and Health Sciences; Men; Mens health; Minority & ethnic groups; Mixed methods research; Motivation; People and Places; Perceptions; Pre-Exposure Prophylaxis - methods; Research and Analysis Methods; Sexual and Gender Minorities; Sexual minorities; Sexually transmitted diseases; Social aspects; Social Marketing; Social Sciences; STD; Stereotypes; Stereotyping; Stigma; Surveys; United States; United States > US

Disparities in HIV incidence and PrEP uptake suggest a need to prioritize Black sexual minority men (SMM) in PrEP social marketing initiatives. However, images linking Black SMM to HIV and PrEP may inadvertently reinforce stigma. We examined HIV-negative/status-unknown Black SMM’s responses to targe...