{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,10,22]],"date-time":"2026-10-22T07:38:15Z","timestamp":1792654695629,"version":"4.5.0"},"reference-count":37,"publisher":"Oxford University Press (OUP)","issue":"5","license":[{"start":{"date-parts":[[2026,10,22]],"date-time":"2026-10-22T00:00:00Z","timestamp":1792627200000},"content-version":"vor","delay-in-days":51,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2026,9,1]]},"abstract":"<jats:title>Abstract<\/jats:title>\n                  <jats:p>Adolescents and young adults (AYA) in Ghana continue to experience barriers to HIV prevention, including stigma, limited awareness of HIV self-testing and pre-exposure prophylaxis (PrEP), and insufficient access to AYA-friendly prevention services. This descriptive process evaluation examined how a 2-month, multi-platform communication strategy supported participation in the Youth-Friendly Innovation Tools for HIV Prevention in Ghana national open call for creative HIV self-testing and oral and long-acting PrEP advocacy ideas. The strategy combined paid Facebook advertising, LinkedIn dissemination, and peer-to-peer WhatsApp sharing. Data included platform analytics, dissemination records, application data, and participant-reported awareness sources. Facebook recorded 55 437 impressions and an estimated reach of 48 596 users; LinkedIn generated 650 impressions, 209 engagements, and 171 link clicks. WhatsApp was the dominant self-reported awareness pathway, although individual-level WhatsApp reach, engagement, and conversion could not be measured. A total of 103 eligible AYA submitted written, visual, and audio\u2013visual entries. The findings indicate that organizers can combine broad-reach promotion with peer and institutional networks, mobile-first materials, multiple submission formats, and prospective source tracking. Because exposures overlapped and channel metrics were not equivalent, the study does not establish causal platform superiority. Multi-channel communication can support participatory HIV prevention while requiring offline and assisted options for AYA with limited digital access.<\/jats:p>","DOI":"10.1093\/heapro\/daag154","type":"journal-article","created":{"date-parts":[[2026,10,22]],"date-time":"2026-10-22T06:47:47Z","timestamp":1792651667000},"source":"Crossref","is-referenced-by-count":0,"title":["Leveraging social media for youth engagement in HIV prevention: evaluation of the Y-FIT GH open-call campaign in Ghana"],"prefix":"10.1093","volume":"41","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-4658-2953","authenticated-orcid":false,"given":"Gloria","family":"Aidoo-Frimpong","sequence":"first","affiliation":[{"name":"Department of Epidemiology and Environmental Health, School of Public Health and Professions, University at Buffalo, State University of New York , Buffalo, NY ,","place":["United States"]},{"name":"Center for Interdisciplinary Research on AIDS, Yale University , New Haven, CT ,","place":["United States"]},{"name":"The Thrive Lab at the University at Buffalo, School of Public Health and Health Professions, University at Buffalo , New York, NY ,","place":["United States"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Senam Aku","family":"Biddah","sequence":"additional","affiliation":[{"name":"The Thrive Lab at the University at Buffalo, School of Public Health and Health Professions, University at Buffalo , New York, NY ,","place":["United States"]},{"name":"Department of Communication, Ensign College , Salt Lake City, UT ,","place":["United States"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0009-0006-6616-6320","authenticated-orcid":false,"given":"Maame Araba","family":"Oduro","sequence":"additional","affiliation":[{"name":"The Thrive Lab at the University at Buffalo, School of Public Health and Health Professions, University at Buffalo , New York, NY ,","place":["United 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Laboratory Services, Hawa Memorial Saviour Hospital , Osiem Akim-Abuakwa ,","place":["Ghana"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Brian","family":"Ankrah","sequence":"additional","affiliation":[{"name":"The Thrive Lab at the University at Buffalo, School of Public Health and Health Professions, University at Buffalo , New York, NY ,","place":["United States"]},{"name":"Department of Health Information, St Michael\u2019s Catholic Hospital , Pramso ,","place":["Ghana"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0009-0007-8248-6428","authenticated-orcid":false,"given":"Daniel Selase","family":"Anyidoho","sequence":"additional","affiliation":[{"name":"The Thrive Lab at the University at Buffalo, School of Public Health and Health Professions, University at Buffalo , New York, NY ,","place":["United States"]},{"name":"Department of Health Services, Brigham Young University , Provo, UT ,","place":["United 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