#PrEP4Love: An Evaluation of a Sex-Positive HIV Prevention Campaign, 2019
Background: Pre-exposure prophylaxis (PrEP) is an effective but underutilized method for preventi... more Background: Pre-exposure prophylaxis (PrEP) is an effective but underutilized method for preventing HIV transmission in communities vulnerable to HIV. Public health campaigns aimed at increasing PrEP awareness and access have less evaluation data.
Objective: The aim of this study was to evaluate Chicago’s PrEP campaign, PrEP4Love (P4L), a campaign that uses health equity and sex-positivity approaches for information dissemination.
Methods: P4L launched in February 2016 and remains an active campaign to date. The analysis period for this paper was from the launch date in February 2016 through May 15, 2016. Our analysis reviews the Web-based reach of the campaign through views on social media platforms (Facebook and Instagram), smart ads, or ads served to individuals across a variety of Web platforms based on their demographics and browsing history, and P4L website clicks.
Results: In total, 40,913,560 unique views were generated across various social media platforms. A total of 24,548 users clicked on P4L ads and 32,223,987 views were received from smart ads. The 3 most clicked on ads were STD Signs & Symptoms—More Information on STD Symptoms, HIV & AIDS Prevention, and HIV Prevention Medication. An additional 6,970,127 views were gained through Facebook and another 1,719,446 views through Instagram. There was an average of 182 clicks per day on the P4L website.
Conclusions: This is the first study investigating public responses to a health equity and sex-positive social marketing campaign for PrEP. Overall, the campaign reached millions of individuals. More studies of PrEP social marketing are needed to evaluate the relationship of targeted public health campaigns on stigma and to guide future PrEP promotion strategies.
Research on sexuality and space emphasizes geographic and institutional forms that are stable, es... more Research on sexuality and space emphasizes geographic and institutional forms that are stable, established, and fixed. By narrowing their analytic gaze on such places, which include gayborhoods and bars, scholars use observations about changing public opinions, residential integration, and the closure of nighttime venues to conclude that queer urban and institutional life is in decline. We use queer pop-up events to challenge these dominant arguments about urban sexualities and to advocate instead a "temporary turn" that analyzes the relationship between ephemeral-ity and placemaking. Drawing on interviews with party promoters and participants in Vancouver, our findings show that ephemeral events can have enduring effects. Pop-ups refresh ideas about communal expression, belonging, safety, and the ownership of space among queer-identified people who feel excluded from the gaybor-hood and its bars. As a case, pop-ups compel scholars to broaden their focus from a preoccupation with permanent places to those which are fleeting, transient, short-lived, and experienced for a moment. Only when we see the city as a collection of temporary spaces can we appreciate how queer people convert creative cultural visions into spatial practices that enable them to express an oppositional ethos and to congregate with, and celebrate, their imagined communities.
Innovative forms of queer placemaking efforts–pop-up parties–are redrawing the landscape of urban... more Innovative forms of queer placemaking efforts–pop-up parties–are redrawing the landscape of urban nightlife. They show the power of ephemeral spaces for community building.
#PrEP4Love: An Evaluation of a Sex-Positive HIV Prevention Campaign, 2019
Background: Pre-exposure prophylaxis (PrEP) is an effective but underutilized method for preventi... more Background: Pre-exposure prophylaxis (PrEP) is an effective but underutilized method for preventing HIV transmission in communities vulnerable to HIV. Public health campaigns aimed at increasing PrEP awareness and access have less evaluation data.
Objective: The aim of this study was to evaluate Chicago’s PrEP campaign, PrEP4Love (P4L), a campaign that uses health equity and sex-positivity approaches for information dissemination.
Methods: P4L launched in February 2016 and remains an active campaign to date. The analysis period for this paper was from the launch date in February 2016 through May 15, 2016. Our analysis reviews the Web-based reach of the campaign through views on social media platforms (Facebook and Instagram), smart ads, or ads served to individuals across a variety of Web platforms based on their demographics and browsing history, and P4L website clicks.
Results: In total, 40,913,560 unique views were generated across various social media platforms. A total of 24,548 users clicked on P4L ads and 32,223,987 views were received from smart ads. The 3 most clicked on ads were STD Signs & Symptoms—More Information on STD Symptoms, HIV & AIDS Prevention, and HIV Prevention Medication. An additional 6,970,127 views were gained through Facebook and another 1,719,446 views through Instagram. There was an average of 182 clicks per day on the P4L website.
Conclusions: This is the first study investigating public responses to a health equity and sex-positive social marketing campaign for PrEP. Overall, the campaign reached millions of individuals. More studies of PrEP social marketing are needed to evaluate the relationship of targeted public health campaigns on stigma and to guide future PrEP promotion strategies.
Research on sexuality and space emphasizes geographic and institutional forms that are stable, es... more Research on sexuality and space emphasizes geographic and institutional forms that are stable, established, and fixed. By narrowing their analytic gaze on such places, which include gayborhoods and bars, scholars use observations about changing public opinions, residential integration, and the closure of nighttime venues to conclude that queer urban and institutional life is in decline. We use queer pop-up events to challenge these dominant arguments about urban sexualities and to advocate instead a "temporary turn" that analyzes the relationship between ephemeral-ity and placemaking. Drawing on interviews with party promoters and participants in Vancouver, our findings show that ephemeral events can have enduring effects. Pop-ups refresh ideas about communal expression, belonging, safety, and the ownership of space among queer-identified people who feel excluded from the gaybor-hood and its bars. As a case, pop-ups compel scholars to broaden their focus from a preoccupation with permanent places to those which are fleeting, transient, short-lived, and experienced for a moment. Only when we see the city as a collection of temporary spaces can we appreciate how queer people convert creative cultural visions into spatial practices that enable them to express an oppositional ethos and to congregate with, and celebrate, their imagined communities.
Innovative forms of queer placemaking efforts–pop-up parties–are redrawing the landscape of urban... more Innovative forms of queer placemaking efforts–pop-up parties–are redrawing the landscape of urban nightlife. They show the power of ephemeral spaces for community building.
Uploads
Objective: The aim of this study was to evaluate Chicago’s PrEP campaign, PrEP4Love (P4L), a campaign that uses health equity and sex-positivity approaches for information dissemination.
Methods: P4L launched in February 2016 and remains an active campaign to date. The analysis period for this paper was from the launch date in February 2016 through May 15, 2016. Our analysis reviews the Web-based reach of the campaign through views on social media platforms (Facebook and Instagram), smart ads, or ads served to individuals across a variety of Web platforms based on their demographics and browsing history, and P4L website clicks.
Results: In total, 40,913,560 unique views were generated across various social media platforms. A total of 24,548 users clicked on P4L ads and 32,223,987 views were received from smart ads. The 3 most clicked on ads were STD Signs & Symptoms—More Information on STD Symptoms, HIV & AIDS Prevention, and HIV Prevention Medication. An additional 6,970,127 views were gained through Facebook and another 1,719,446 views through Instagram. There was an average of 182 clicks per day on the P4L website.
Conclusions: This is the first study investigating public responses to a health equity and sex-positive social marketing campaign for PrEP. Overall, the campaign reached millions of individuals. More studies of PrEP social marketing are needed to evaluate the relationship of targeted public health campaigns on stigma and to guide future PrEP promotion strategies.
Objective: The aim of this study was to evaluate Chicago’s PrEP campaign, PrEP4Love (P4L), a campaign that uses health equity and sex-positivity approaches for information dissemination.
Methods: P4L launched in February 2016 and remains an active campaign to date. The analysis period for this paper was from the launch date in February 2016 through May 15, 2016. Our analysis reviews the Web-based reach of the campaign through views on social media platforms (Facebook and Instagram), smart ads, or ads served to individuals across a variety of Web platforms based on their demographics and browsing history, and P4L website clicks.
Results: In total, 40,913,560 unique views were generated across various social media platforms. A total of 24,548 users clicked on P4L ads and 32,223,987 views were received from smart ads. The 3 most clicked on ads were STD Signs & Symptoms—More Information on STD Symptoms, HIV & AIDS Prevention, and HIV Prevention Medication. An additional 6,970,127 views were gained through Facebook and another 1,719,446 views through Instagram. There was an average of 182 clicks per day on the P4L website.
Conclusions: This is the first study investigating public responses to a health equity and sex-positive social marketing campaign for PrEP. Overall, the campaign reached millions of individuals. More studies of PrEP social marketing are needed to evaluate the relationship of targeted public health campaigns on stigma and to guide future PrEP promotion strategies.