{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,7,26]],"date-time":"2026-07-26T21:28:23Z","timestamp":1785101303448,"version":"3.55.0"},"reference-count":41,"publisher":"SAGE Publications","issue":"6","license":[{"start":{"date-parts":[[2025,8,1]],"date-time":"2025-08-01T00:00:00Z","timestamp":1754006400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/journals.sagepub.com\/page\/policies\/text-and-data-mining-license"}],"content-domain":{"domain":["journals.sagepub.com"],"crossmark-restriction":true},"short-container-title":["LGBT Health"],"published-print":{"date-parts":[[2025,8,1]]},"abstract":"<jats:sec>\n                    <jats:title>Purpose:<\/jats:title>\n                    <jats:p>The Social Media and Sexual Health (SMASH) campaign, a multi-component study, aimed to address disparities in pre-exposure prophylaxis (PrEP) use among young Black and Latino men, ages 18\u201329, who have sex with men (YBLMSM) by using social media influencers and short videos to promote awareness and uptake. To inform the campaign\u2019s content and strategy, we conducted focus groups to explore YBLMSM\u2019s social media behaviors and perceptions of social influencers as PrEP messengers, including preferences for content, messaging, length, selection of appropriate influencers, and delivery methods that resonated with the target audience, and aligned with the SMASH campaign\u2019s goals.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Methods:<\/jats:title>\n                    <jats:p>Between January and March 2021, we conducted five virtual focus groups with 22 YBLMSM to identify their preferred social media platforms, how they engage with social media, and their views on the potential of influencers to be effective PrEP messengers. Focus groups were audio-recorded, transcribed, and analyzed using template analysis.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Results:<\/jats:title>\n                    <jats:p>Instagram was the most frequently used platform, considered a \u201cjack-of-all-trades,\u201d while Facebook was viewed as outdated, and TikTok as catering to a younger audience. Participants emphasized several key factors for effective messaging: (1) authenticity, (2) lived experience, (3) targeted marketing versus broad reach, (4) sex positivity, and (5) balance of humor with seriousness.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Conclusions:<\/jats:title>\n                    <jats:p>These findings shaped the casting and content creation for the SMASH campaign, providing valuable guidance for health promotion initiatives aimed at engaging YBLMSM with PrEP through social media.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1089\/lgbt.2024.0002","type":"journal-article","created":{"date-parts":[[2025,5,13]],"date-time":"2025-05-13T07:24:24Z","timestamp":1747121064000},"page":"468-475","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":2,"title":["Development of a Social Media Campaign Promoting Pre-Exposure Prophylaxis for Young Black and Latino Men Who Have Sex with Men: Focus Group Findings from the Social Media and Sexual Health Campaign"],"prefix":"10.1177","volume":"12","author":[{"given":"Alan","family":"Chen","sequence":"first","affiliation":[{"name":"Mailman School of Public Health, Columbia University, New York, New York, USA."}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0009-0008-2374-6653","authenticated-orcid":false,"given":"Tatiana","family":"Gonzalez-Argoti","sequence":"additional","affiliation":[{"name":"Albert Einstein College of Medicine, Bronx, New York, USA."}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Laurie J.","family":"Bauman","sequence":"additional","affiliation":[{"name":"Albert Einstein College of Medicine, Bronx, New York, USA."},{"name":"Einstein-Rockefeller-CUNY Center for AIDS Research, New York, New York, USA."}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Asa E.","family":"Radix","sequence":"additional","affiliation":[{"name":"Mailman School of Public Health, Columbia University, New York, New York, USA."},{"name":"Callen-Lorde Community Health Center, Brooklyn, New York, USA."}],"role":[{"vocabulary":"crossref","role":"author"}]},{"suffix":"Jr.","given":"William J.","family":"Nazareth","sequence":"additional","affiliation":[{"name":"Callen-Lorde Community Health Center, Brooklyn, New York, USA."}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Joanne E.","family":"Mantell","sequence":"additional","affiliation":[{"name":"Department of Psychiatry, HIV Center for Clinical and Behavioral Studies at the New York State Psychiatric Institute, Columbia University Irving Medical Center, New York, New York, USA."}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"179","published-online":{"date-parts":[[2025,8,25]]},"reference":[{"key":"e_1_3_6_2_2","doi-asserted-by":"publisher","DOI":"10.1056\/NEJMoa1011205"},{"key":"e_1_3_6_3_2","unstructured":"San Francisco AIDS Foundation. New Research: Is Descovy a New Option for PrEP? San Francisco CA; 2019. Available from: https:\/\/www.sfaf.org\/collections\/beta\/new-research-is-descovy-a-new-option-for-prep\/ [Last accessed: January31 2024]."},{"key":"e_1_3_6_4_2","doi-asserted-by":"publisher","DOI":"10.1016\/S0140-6736(15)00056-2"},{"key":"e_1_3_6_5_2","doi-asserted-by":"publisher","DOI":"10.1126\/scitranslmed.3004006"},{"key":"e_1_3_6_6_2","unstructured":"U.S. Food and Drug Administration. FDA Approves Second Drug to Prevent HIV Infection as Part of Ongoing Efforts to End the HIV Epidemic. Silver Spring MD; 2019. Available from: https:\/\/www.fda.gov\/news-events\/press-announcements\/fda-approves-second-drug-prevent-hiv-infection-part-ongoing-efforts-end-hiv-epidemic [Last accessed: January31 2024]."},{"key":"e_1_3_6_7_2","unstructured":"U.S. Food and Drug Administration. FDA Approves First Injectable Treatment for HIV Pre-Exposure Prevention. Silver Spring MD; 2021. 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