PrEPárate: Evaluation of a Community-Driven PrEP Social Marketing Intervention Tailored to Latina/o/x Individuals

Background : Latina/o/x sexual minority men (SMM) and transgender women (TW) remain disproportionately impacted by HIV, with higher HIV incidence and lower uptake of pre-exposure prophylaxis (PrEP) than non-Hispanic white peers. Disparities in PrEP uptake among Latina/o/x populations have been found to be due to structural, social, and personal barriers. Social marketing interventions have been shown to effectively address barriers and increase PrEP uptake in other populations, and thus offer potential as a tool to increase PrEP uptake for Latina/o/x populations. Methods : The PrEPárate campaign was developed through community based participatory research and ran from April to September 2022 in Cook County, Illinois. We conducted a mixed methods evaluation through surveys (N=515) and semi-structured interviews with community partners and survey participants (N=14). Cross-sectional associations of campaign exposure with PrEP awareness and uptake were examined in covariate-adjusted multivariable regression models. We used rapid qualitative methods to analyze interviews and assess implementation outcomes using the RE-AIM framework. Results : The campaign reached over 118,000 people on social media, with additional reach over public transit. PrEPárate exposure was associated with increased PrEP awareness (aOR= 5.23; 95% CI = (2.58, 10.63) and PrEP uptake (aOR= 1.69; 95% CI = (1.09, 2.62). Qualitative analysis found the campaign to be acceptable, appropriate, and implemented with fidelity. Future directions for PrEPárate include expanding adoption and focusing on PrEP stigma reduction. Conclusions : Social marketing campaigns can be an effective strategy to increase PrEP awareness and uptake among underserved Latina/o/x populations. Community engagement is essential to the development of tailored, acceptable, and appropriate interventions.