{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,10,1]],"date-time":"2026-10-01T06:06:13Z","timestamp":1790834773074,"version":"4.1.0"},"reference-count":55,"publisher":"Wiley","issue":"S3","license":[{"start":{"date-parts":[[2026,7,25]],"date-time":"2026-07-25T00:00:00Z","timestamp":1784937600000},"content-version":"vor","delay-in-days":24,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"},{"start":{"date-parts":[[2026,7,1]],"date-time":"2026-07-01T00:00:00Z","timestamp":1782864000000},"content-version":"tdm","delay-in-days":0,"URL":"http:\/\/doi.wiley.com\/10.1002\/tdm_license_1.1"}],"content-domain":{"domain":["onlinelibrary.wiley.com"],"crossmark-restriction":true},"short-container-title":["J Int AIDS Soc."],"published-print":{"date-parts":[[2026,7]]},"abstract":"<jats:title>ABSTRACT<\/jats:title>\n                  <jats:sec>\n                    <jats:title>Introduction<\/jats:title>\n                    <jats:p>HIV\u2010related stigma undermines prevention and treatment efforts, particularly among young adults. Social media offers a scalable platform for stigma\u2010reduction efforts; however, empirical evidence of its effectiveness remains limited. Social media influencers may enhance the effectiveness of stigma reduction messages delivered via social media.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Methods<\/jats:title>\n                    <jats:p>From November 2024 to January 2025, we conducted a randomized controlled study in Lima, Peru, among young adults aged 18\u201329 years to evaluate the impact of brief exposure to tailored social media content designed to reduce HIV\u2010related stigma. Content featured widely recognized Peruvian influencers or young adult residents filmed in recognizable places in Lima. Participants were randomized to a simulated social media feed containing one of four HIV stigma\u2010reduction videos, including one featuring a top Peruvian influencer, or a control video. Stigma was evaluated using the Bogardus social distance scale, scored using standard and intensity\u2010based methods.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Results<\/jats:title>\n                    <jats:p>\n                      Five hundred and sixty\u2010seven persons participated (53% male, median age: 21 years). Median social distance pre\u2010randomization score was 1 in controls (fifth\u201395th percentile: 1\u20137), 1 in Arm 1 (fifth\u201395th: 1\u20137), 1 in Arm 2 (fifth\u201395th: 1\u20136), 1 in Arm 3 (fifth\u201395th: 1\u20135) and 1 in Arm 4 (fifth\u201395th: 1\u20137). Comparisons of pre\u2010 and post\u2010changes by study arm supported modest intervention effects. Controls showed a median change of 0 (fifth\u201395th: \u20131\u20132). Arm 1, featuring influencer\u2010generated content, showed a median change of 0 (fifth\u201395th: \u20136\u20130), with a Wilcoxon rank\u2010sum test indicating a statistically significant difference from controls (\n                      <jats:italic>p<\/jats:italic>\n                      = 0.001). Arm 2 showed a median change of 0 (fifth\u201395th: \u20131\u20130,\n                      <jats:italic>p<\/jats:italic>\n                      = 0.08). Arm 3 showed a median change of 0 (fifth\u201395th: \u20132\u20130,\n                      <jats:italic>p<\/jats:italic>\n                      = 0.01). Arm 4 showed a median change of 0 (fifth\u201395th: \u20133\u20130,\n                      <jats:italic>p<\/jats:italic>\n                      = 0.01).\n                    <\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Conclusions<\/jats:title>\n                    <jats:p>Brief exposure to culturally tailored social media content led to modest reductions in HIV\u2010related stigma among young adults in Peru immediately after viewing. Findings reinforce the potential role of social media and influencers in HIV stigma reduction efforts. Future research should examine whether social media interventions can reduce stigma among those with the most stigmatizing beliefs and identify dosing and delivery strategies that achieve durable reductions in stigma.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1002\/jia2.70168","type":"journal-article","created":{"date-parts":[[2026,7,26]],"date-time":"2026-07-26T06:41:31Z","timestamp":1785048091000},"update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":2,"title":["Social Media Messaging to Reduce HIV\u2010Related Stigma Among Young Adults in Peru: A Randomized Controlled Study"],"prefix":"10.1002","volume":"29","author":[{"ORCID":"https:\/\/orcid.org\/0009-0006-5105-4035","authenticated-orcid":false,"given":"Queen","family":"Balina","sequence":"first","affiliation":[{"name":"Faculty of Arts and Sciences Harvard University  Boston Massachusetts USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0009-0005-6489-5936","authenticated-orcid":false,"given":"Alyson","family":"Nunez","sequence":"additional","affiliation":[{"name":"Department of Global Health and Social Medicine Harvard Medical School  Boston Massachusetts USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Milagros","family":"Wong","sequence":"additional","affiliation":[{"name":"Socios En Salud Sucursal Per\u00fa  Lima Per\u00fa"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Marguerite","family":"Curtis","sequence":"additional","affiliation":[{"name":"Department of Global Health and Social Medicine Harvard Medical School  Boston Massachusetts USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Kristin","family":"Kosyluk","sequence":"additional","affiliation":[{"name":"Department of Mental Health Law and Policy University of South Florida  Tampa Florida USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jerome T.","family":"Galea","sequence":"additional","affiliation":[{"name":"School of Social Work University of South Florida  Tampa Florida USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Renato","family":"Errea","sequence":"additional","affiliation":[{"name":"Socios En Salud Sucursal Per\u00fa  Lima Per\u00fa"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Molly F.","family":"Franke","sequence":"additional","affiliation":[{"name":"Department of Global Health and Social Medicine Harvard Medical School  Boston Massachusetts USA"},{"name":"Department of Epidemiology T.H. 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