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J Assoc Nurses AIDS Care. 2015 Jul-Aug;26(4):368-86. doi: 10.1016/j.jana.2015.01.004. Epub 2015 Jan 31.

"Is Your Man Stepping Out?" An Online Pilot Study to Evaluate Acceptability of a Guide-Enhanced HIV Prevention Soap Opera Video Series and Feasibility of Recruitment by Facebook Advertising.

Abstract

Love, Sex, and Choices (LSC) is a 12-episode soap opera video series developed to reduce HIV risk among at-risk Black urban women. We added a video guide commentator to offer insights at critical dramatic moments. An online pilot study evaluated acceptability of the Guide-Enhanced LSC (GELSC) and feasibility of Facebook advertising, streaming to smartphones, and retention. Facebook ads targeted high-HIV-prevalence areas. In 30 days, Facebook ads generated 230 screening interviews: 84 were high risk, 40 watched GELSC, and 39 followed up at 30 days. Recruitment of high-risk participants was 10 per week, compared to seven per week in previous field recruitment. Half the sample was Black; 12% were Latina. Findings suggest GELSC influenced sex scripts and behaviors. It was feasible to recruit young urban women from a large geographic area via Facebook and to retain the sample. We extended the reach to at-risk women by streaming to mobile devices.

KEYWORDS:

Facebook advertising; HIV prevention; entertainment education; smartphones; streaming soap opera videos; women

PMID:
26066692
PMCID:
PMC4470490
DOI:
10.1016/j.jana.2015.01.004
[Indexed for MEDLINE]
Free PMC Article

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