"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

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

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.

Publication types

  • Evaluation Study
  • Research Support, N.I.H., Extramural
  • Research Support, Non-U.S. Gov't

MeSH terms

  • Adult
  • Advertising*
  • African Americans / psychology*
  • Drama
  • Feasibility Studies
  • HIV Infections / ethnology
  • HIV Infections / prevention & control*
  • Health Knowledge, Attitudes, Practice
  • Health Promotion / methods*
  • Health Surveys
  • Hispanic Americans / psychology*
  • Humans
  • Male
  • Patient Acceptance of Health Care / ethnology
  • Patient Acceptance of Health Care / psychology
  • Patient Selection*
  • Pilot Projects
  • Risk Reduction Behavior
  • Smartphone
  • Social Media*
  • Urban Population
  • Video Recording
  • Webcasts as Topic*
  • Young Adult