{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,7,24]],"date-time":"2026-07-24T12:02:58Z","timestamp":1784894578001,"version":"3.55.0"},"reference-count":31,"publisher":"Springer Science and Business Media LLC","issue":"7","license":[{"start":{"date-parts":[[2026,1,19]],"date-time":"2026-01-19T00:00:00Z","timestamp":1768780800000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0"},{"start":{"date-parts":[[2026,1,19]],"date-time":"2026-01-19T00:00:00Z","timestamp":1768780800000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0"}],"funder":[{"DOI":"10.13039\/100000025","name":"National Institute of Mental Health","doi-asserted-by":"publisher","award":["K23MH126794"],"award-info":[{"award-number":["K23MH126794"]}],"id":[{"id":"10.13039\/100000025","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/100000060","name":"National Institute of Allergy and Infectious Diseases","doi-asserted-by":"publisher","award":["K24AI143471"],"award-info":[{"award-number":["K24AI143471"]}],"id":[{"id":"10.13039\/100000060","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/100000060","name":"National Institute of Allergy and Infectious Diseases","doi-asserted-by":"publisher","award":["K24AI184259"],"award-info":[{"award-number":["K24AI184259"]}],"id":[{"id":"10.13039\/100000060","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":["link.springer.com"],"crossmark-restriction":false},"short-container-title":["AIDS Behav"],"published-print":{"date-parts":[[2026,7]]},"abstract":"<jats:title>Abstract<\/jats:title>\n                  <jats:p>Gay, bisexual, and other men who have sex with men (GBM) in the Southern United States (US) experience high HIV incidence yet have relatively lower HIV pre-exposure prophylaxis (PrEP) uptake, especially among GBM of color. Despite awareness, PrEP use remains insufficient to meaningfully impact the HIV epidemic in the Southern US. PrEP promotions largely focus on PrEP messaging, especially product awareness. Theory-based health promotion research has not explored how to develop promotions that drive PrEP uptake. To close this gap, we explored preferences among GBM in the Southern US for promotion content, format, and platform. Grounded in Andersen\u2019s Model, we conducted semi-structured interviews with HIV-negative GBM, aged 18\u201339 years, and used inductive and deductive coding for thematic analysis to develop themes and sub-themes to understand promotion preferences. Forty GBM (68% Black, 10% Latino, 53% not using PrEP) completed interviews. Three major themes emerged: (1) content beyond promoting PrEP awareness, (2) using digital devices and media access for promoting PrEP, and (3) platforms for PrEP promotion. GBM in this study preferred digital promotion of PrEP, focusing on access, safety, and effectiveness that is delivered discreetly; promotion in the non-digital space could normalize PrEP use. Creating promotions that address these themes will make promotions more relevant to drive uptake of PrEP in the Southern US.<\/jats:p>","DOI":"10.1007\/s10461-026-05029-1","type":"journal-article","created":{"date-parts":[[2026,1,19]],"date-time":"2026-01-19T02:11:35Z","timestamp":1768788695000},"page":"2043-2052","update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["\u201cIt\u2019s Not Secret\u2014It\u2019s Not Advertised\u201d \u2013 Content, Format, and Platform Preferences to Promote PrEP Use in the Southern United States"],"prefix":"10.1007","volume":"30","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-1614-758X","authenticated-orcid":false,"given":"Ronnie M.","family":"Gravett","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Joseph D.","family":"Tucker","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Lynn T.","family":"Matthews","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Barbara","family":"Van Der Pol","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Greer","family":"McCollum","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jason J.","family":"Ong","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jeanne","family":"Marrazzo","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Latesha","family":"Elopre","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"297","published-online":{"date-parts":[[2026,1,19]]},"reference":[{"key":"5029_CR1","unstructured":"Centers for Disease Control and Prevention. Diagnoses, deaths, and prevalence of HIV in the United States and 6 territories and freely associated states. 2022. 2024."},{"key":"5029_CR2","first-page":"100738","volume":"33","author":"PS Sullivan","year":"2024","unstructured":"Sullivan PS, DuBose SN, Castel AD, Hoover KW, Juhasz M, Guest JL, et al. Equity of PrEP uptake by race, ethnicity, sex and region in the united States in the first decade of prep: a population-based analysis. Lancet Reg Health Am. 2024;33:100738.","journal-title":"Lancet Reg Health Am"},{"issue":"6","key":"5029_CR3","doi-asserted-by":"publisher","first-page":"e440","DOI":"10.1016\/S2352-3018(25)00036-0","volume":"12","author":"PS Sullivan","year":"2025","unstructured":"Sullivan PS, Juhasz M, DuBose SN, Le G, Brisco K, Islek D, et al. Association of state-level PrEP coverage and new HIV diagnoses in the USA from 2012 to 2022: an ecological analysis of the population impact of PrEP. Lancet HIV. 2025;12(6):e440\u20138.","journal-title":"Lancet HIV"},{"issue":"2","key":"5029_CR4","doi-asserted-by":"publisher","first-page":"785","DOI":"10.1007\/s10508-023-02721-4","volume":"53","author":"T Arnold","year":"2024","unstructured":"Arnold T, Giorlando KK, Barnett AP, Gaudiano BA, Rogers BG, Whiteley L, et al. Social, Structural, Behavioral, and clinical barriers influencing Pre-exposure prophylaxis (PrEP) use among young black men who have sex with men in the south: A qualitative update to a 2016 study. Arch Sex Behav. 2024;53(2):785\u201397.","journal-title":"Arch Sex Behav"},{"issue":"12","key":"5029_CR5","doi-asserted-by":"publisher","first-page":"709","DOI":"10.14423\/SMJ.0000000000001767","volume":"117","author":"L McNellage","year":"2024","unstructured":"McNellage L, Snyder ED, Gravett RM, Van Gerwen OT. Examining provider attitudes and barriers toward prescribing PrEP within primary care settings in Alabama. South Med J. 2024;117(12):709\u201314.","journal-title":"South Med J"},{"issue":"6","key":"5029_CR6","doi-asserted-by":"publisher","first-page":"3401","DOI":"10.1007\/s40615-023-01793-1","volume":"11","author":"CE Gomillia","year":"2023","unstructured":"Gomillia CE, Burns PA, Xavier Hall CD, Beach LB. The Association of Depression, Social Determinants and PrEP Uptake Among Black Sexual Minority Men in the Deep South. J Racial Ethn Health Disparit. 2023;11(6):3401\u20139.","journal-title":"J Racial Ethn Health Disparit"},{"issue":"11","key":"5029_CR7","doi-asserted-by":"publisher","first-page":"3574","DOI":"10.1007\/s10461-021-03262-4","volume":"25","author":"RA Babel","year":"2021","unstructured":"Babel RA, Wang P, Alessi EJ, Raymond HF, Wei C. Stigma, HIV risk, and access to HIV prevention and treatment services among men who have sex with men (MSM) in the United States: a scoping review. 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RMG has received honorarium for ad hoc consultancy from ViiV and grants to his institution from GSK\/ViiV. LE has received grant funding to her institution from Merck and honorarium for advisory boards with Gilead, Merck, and Viiv. The authors have no other conflicts of interest to disclose.","order":1,"name":"Ethics","label":"Conflict of interest","group":{"name":"EthicsHeading","label":"Declarations"}},{"value":"The Institutional Review Board at the University of Alabama at Birmingham approved this study and all procedures. Each participant provided informed consent prior to participation.","order":2,"name":"Ethics","label":"Ethical Approval","group":{"name":"EthicsHeading","label":"Declarations"}}]}}