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The study was conducted at a Latino-serving community-based organization (CBO) in Washington State. We conducted a quasi-experimental pre-post evaluation comparing HIV prevention outcomes among clients observed before the campaign with those observed during the campaign and follow-up period. Propensity score matching was used to compare HIV testing and PrEP use using survey and service-record data. Behavioral determinants were assessed among 76 surveyed clients, including 32 surveyed before the campaign and 45 surveyed during the campaign and follow-up period. Chart-only data from 185 additional clients were also examined to supplement survey findings. The number of Latino SMM engaging in HIV prevention services increased by 114% during the campaign and follow-up period, compared to the same period in the previous year. Propensity score-matched analyses showed that the proportion receiving HIV testing was 6.7 percentage points higher among clients in the post-campaign period than among matched clients observed during the pre-campaign period (\n                    <jats:italic>p<\/jats:italic>\n                    \u2009=\u2009.039; Cohen\u2019s\n                    <jats:italic>d<\/jats:italic>\n                    \u2009=\u20090.22). Findings highlight the potential of culturally tailored, theory-informed social media campaigns to promote HIV prevention among Latino SMM. While effects were modest, the campaign period was associated with a modest increase in HIV testing and demonstrated the potential value of social media for enhancing engagement in community-based HIV prevention services.\n                  <\/jats:p>","DOI":"10.1007\/s11121-026-01985-1","type":"journal-article","created":{"date-parts":[[2026,9,23]],"date-time":"2026-09-23T08:54:59Z","timestamp":1790153699000},"update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["Evaluation of a Community-Based Social Media Campaign for HIV Prevention Among Latino Sexual Minority Men"],"prefix":"10.1007","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-7047-9315","authenticated-orcid":false,"given":"Jane J.","family":"Lee","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-6357-4883","authenticated-orcid":false,"given":"David","family":"Huh","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-2556-0840","authenticated-orcid":false,"given":"Joel","family":"Aguirre","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-2225-9481","authenticated-orcid":false,"given":"Juliann","family":"Li Verdugo","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-3455-6328","authenticated-orcid":false,"given":"Loren Yesenia","family":"Cruz","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Martha","family":"Zuniga","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Katie","family":"Vo","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-2274-9229","authenticated-orcid":false,"given":"Kathleen","family":"Agudelo Paipilla","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-3123-2328","authenticated-orcid":false,"given":"Liying","family":"Wang","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-4444-2321","authenticated-orcid":false,"given":"E. 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