For us, by us : sociocultural targeting of HIV prevention messages to black MSM

Abstract

When compared to other racial and ethnic demographics of men who have sex with men (MSM), Black MSM contract HIV at disparately high rates. To combat these high HIV infection rates, scholarly research suggests HIV interventions, confirmed by meta-analyses to be successful in decreasing HIV risk behaviors, such as unprotected sex. However, the continued disparity in HIV infection rates among Black MSM suggests that these interventions do not effectively meet the demographic's needs. Given this continuation of HIV risk behavior among Black MSM, who bear the most inequitable burden of HIV infection, the development of HIV intervention campaigns that target the population with relevant sociocultural messaging designed to decrease said risk behavior is critical. This pilot, or pre-study, examines the potential inclusion of Health Belief Model based, sociocultural targeting into HIV intervention campaigns. Through in-depth interviews with 11 Black MSM, this research studies how HIV intervention campaigns, operationalized with the (1) common message elements, (2) barriers to HIV prevention behaviors and (3) normalization of HIV prevention behaviors -- all identified by Black MSM -- might influence HIV risk behavior of the demographic.