{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,7,26]],"date-time":"2026-07-26T21:28:25Z","timestamp":1785101305633,"version":"3.55.0"},"reference-count":38,"publisher":"JMIR Publications Inc.","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JMIR Form Res"],"abstract":"Abstract<\/jats:title>\n \n Background<\/jats:title>\n Transgender Latina women in the United States face disproportionate HIV risk due to intersecting social and structural vulnerabilities that limit access to care. While gender-affirming, culturally responsive, and eHealth strategies show promise for improving access, social media\u2013based approaches remain underused despite their potential to reach marginalized groups at scale.<\/jats:p>\n <\/jats:sec>\n \n Objective<\/jats:title>\n This study aimed to develop and pilot a culturally tailored social media campaign to increase awareness of HIV prevention and care services offered by a community-based organization (CBO) in King County, Washington, for transgender Latina women and to assess the campaign\u2019s feasibility and acceptability.<\/jats:p>\n <\/jats:sec>\n \n Methods<\/jats:title>\n We conducted a community-engaged, mixed methods pilot study using a multiphase design. In phase 1, we conducted cross-sectional, in-depth interviews with transgender Latina women (n=20) recruited by a CBO in King County, Washington. Interviews were analyzed using thematic analysis, guided by the Unified Theory of Behavior, to inform campaign messaging priorities. A subsequent focus group (n=7) then reviewed and refined 6 draft campaign concepts according to the community preferences. In phase 2, the finalized campaign was piloted on Facebook and Instagram. A cross-sectional REDCap (Research Electronic Data Capture; Vanderbilt University) survey was conducted with a subset (n=100) of transgender Latina women exposed to the campaign who voluntarily consented to complete the survey after being directed from the campaign. Survey data were summarized using descriptive statistics to assess campaign reach and feasibility and acceptability outcomes.<\/jats:p>\n <\/jats:sec>\n \n Results<\/jats:title>\n In-depth interview participants were a mean age of 37.6 (SD 9.5) years and reported an average of 10.2 (SD 10.8) years residing in the United States (n=20). Interviews revealed four key themes: (1) importance of HIV prevention and awareness, (2) accessibility of HIV services, (3) provision of culturally tailored care, and (4) need for confidentiality. Among survey respondents (mean age of 29.7, SD 5.2 years), 97% (97\/100; 95% CI 91.5%\u201099.0%) had ever tested for HIV and 44% (44\/100; 95% CI 34.3%\u201053.7%) reported testing within the past 6 months. A total of 3 respondents were living with HIV, all on antiretroviral therapy. Nearly all (91\/100, 91%; 95% CI 84.3%\u201095.2%) reported campaign-motivated action, including HIV testing or seeking information or services.<\/jats:p>\n <\/jats:sec>\n \n Conclusions<\/jats:title>\n Findings demonstrate the feasibility and acceptability of a culturally tailored campaign, cocreated with community members, to promote HIV prevention and care among transgender Latina women. By integrating participatory methods with digital outreach, this study contributes an innovative model that centers community voices in campaign design while leveraging widely used platforms. The study has implications for providing CBOs with scalable, low-cost strategies to expand culturally responsive HIV services, reduce stigma, and motivate health-seeking behaviors in populations often overlooked by mainstream public health messaging. This work underscores how codesigned social media campaigns can complement traditional outreach and inform future HIV prevention strategies for underserved populations.<\/jats:p>\n <\/jats:sec>","DOI":"10.2196\/79606","type":"journal-article","created":{"date-parts":[[2025,12,23]],"date-time":"2025-12-23T08:55:08Z","timestamp":1766480108000},"page":"e79606-e79606","source":"Crossref","is-referenced-by-count":1,"title":["Development of a Social Media Campaign to Support HIV Prevention and Care Among Transgender Latina Women: Community-Engaged Mixed Methods Feasibility Pilot Study"],"prefix":"10.2196","volume":"10","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\/0000-0002-2274-9229","authenticated-orcid":false,"given":"Kathleen","family":"Agudelo Paipilla","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\/0009-0004-2472-4975","authenticated-orcid":false,"given":"Patricia","family":"Alarcon","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-3455-6328","authenticated-orcid":false,"given":"Yesenia","family":"Cruz","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0009-0008-4741-3642","authenticated-orcid":false,"given":"Martha","family":"Zuniga","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\/0009-0000-7798-8457","authenticated-orcid":false,"given":"Katie","family":"Vo","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-4444-2321","authenticated-orcid":false,"given":"E Roberto","family":"Orellana","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-7847-8686","authenticated-orcid":false,"given":"Susan M","family":"Graham","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1010","published-online":{"date-parts":[[2026,1,27]]},"reference":[{"issue":"1","key":"R1","doi-asserted-by":"publisher","first-page":"1","DOI":"10.15585\/mmwr.su7301a1","article-title":"Overview and methodology of the national HIV behavioral surveillance among transgender women\u2014seven urban areas, United States, 2019-2020","volume":"73","author":"Kanny","journal-title":"MMWR Suppl"},{"key":"R2","unstructured":"HIV infection, risk, prevention, and testing behaviors among transgender women\u2014national HIV behavioral surveillance, 7 U.S. cities, 2019\u20132020. Centers for Disease Control and Prevention; Apr 2021. URL: https:\/\/stacks.cdc.gov\/view\/cdc\/105223 [Accessed 02-01-2026]"},{"issue":"4","key":"R3","doi-asserted-by":"publisher","first-page":"205","DOI":"10.1177\/1540415320906589","article-title":"Hispanic transgender individuals: a forgotten diaspora","volume":"18","author":"Yockey","journal-title":"Hisp Health Care Int"},{"issue":"5","key":"R4","doi-asserted-by":"publisher","first-page":"275","DOI":"10.1089\/trgh.2020.0095","article-title":"Characterizing health inequities for the US transgender Hispanic population using the behavioral risk factor surveillance system","volume":"6","author":"Lett","journal-title":"Transgend Health"},{"key":"R5","doi-asserted-by":"publisher","DOI":"10.1186\/1471-2458-12-663","article-title":"Perceived discrimination and depression among low-income Latina male-to-female transgender women","volume":"12","author":"Bazargan","journal-title":"BMC Public Health"},{"issue":"10","key":"R6","doi-asserted-by":"publisher","first-page":"1820","DOI":"10.2105\/AJPH.2012.300796","article-title":"Experiences of transgender-related discrimination and implications for health: results from the Virginia Transgender Health Initiative Study","volume":"103","author":"Bradford","journal-title":"Am J Public Health"},{"issue":"1","key":"R7","doi-asserted-by":"publisher","first-page":"60","DOI":"10.1007\/s10461-014-0813-0","article-title":"Evidence of the negative effect of sexual minority stigma on HIV testing among MSM and transgender women in San Salvador, El Salvador","volume":"19","author":"Andrinopoulos","journal-title":"AIDS Behav"},{"issue":"4","key":"R8","doi-asserted-by":"publisher","DOI":"10.2196\/17076","article-title":"Biopsychosocial mechanisms linking gender minority stress to HIV comorbidities among Black and Latina transgender women (LITE Plus): protocol for a mixed methods longitudinal study","volume":"9","author":"Rich","journal-title":"JMIR Res Protoc"},{"key":"R9","doi-asserted-by":"publisher","DOI":"10.1080\/26895269.2025.2544020","article-title":"Intersectionality and family support of Latin American transgender individuals: a scoping review","volume":"2025","author":"Nunes","journal-title":"Int J Transgend Health"},{"issue":"10","key":"R10","doi-asserted-by":"publisher","DOI":"10.3390\/healthcare11101517","article-title":"Loneliness and social isolation among transgender and gender diverse people","volume":"11","author":"Hajek","journal-title":"Healthcare (Basel)"},{"issue":"10","key":"R11","doi-asserted-by":"publisher","first-page":"1631","DOI":"10.2105\/AJPH.2025.308144","article-title":"Community connectedness as a source of adherence to HIV prevention behaviors and resilience among transgender women of color in New York City, 2020-2022","volume":"115","author":"Furuya","journal-title":"Am J Public Health"},{"key":"R12","doi-asserted-by":"publisher","DOI":"10.1016\/j.annepidem.2022.03.016","article-title":"Prevention-effective adherence trajectories among transgender women indicated for PrEP in the United States: a prospective cohort study","volume":"70","author":"Cooney","journal-title":"Ann Epidemiol"},{"issue":"1","key":"R13","doi-asserted-by":"publisher","first-page":"377","DOI":"10.1007\/s10461-024-04473-1","article-title":"Identifying effective strategies for improving engagement in HIV prevention and care among transgender persons in the United States: a systematic review","volume":"29","author":"Crepaz","journal-title":"AIDS Behav"},{"issue":"20","key":"R14","doi-asserted-by":"publisher","first-page":"673","DOI":"10.15585\/mmwr.mm7120a1","article-title":"Factors associated with use of HIV prevention and health care among transgender women\u2014seven urban areas, 2019-2020","volume":"71","author":"Lee","journal-title":"MMWR Morb Mortal Wkly Rep"},{"issue":"5","key":"R15","doi-asserted-by":"publisher","first-page":"369","DOI":"10.1521\/aeap.2024.36.5.369","article-title":"Transgender Latinas\u2019 perspectives on HIV PrEP uptake, condom use, and medically supervised gender-affirming hormone therapy: insights from CHICAS qualitative interviews","volume":"36","author":"Smart","journal-title":"AIDS Educ Prev"},{"issue":"5","key":"R16","doi-asserted-by":"publisher","DOI":"10.3390\/ijerph22050659","article-title":"\u201cWhen Somebody Comes into This Country and You Are Trans on Top of That Is Like You Got\u2026 Two Strikes on You\u201d: intersectional barriers to PrEP use among Latina transgender women in the Eastern and Southern United States","volume":"22","author":"Aguayo-Romero","journal-title":"Int J Environ Res Public Health"},{"issue":"4","key":"R17","doi-asserted-by":"publisher","first-page":"335","DOI":"10.1007\/s11904-019-00455-4","article-title":"Design considerations for implementing eHealth behavioral interventions for HIV prevention in evolving sociotechnical landscapes","volume":"16","author":"Li","journal-title":"Curr HIV\/AIDS Rep"},{"issue":"5","key":"R18","doi-asserted-by":"publisher","DOI":"10.2196\/jmir.3393","article-title":"eHealth interventions for HIV prevention in high-risk men who have sex with men: a systematic review","volume":"16","author":"Schnall","journal-title":"J Med Internet Res"},{"issue":"11","key":"R19","doi-asserted-by":"publisher","DOI":"10.2196\/jmir.4387","article-title":"Social media and HIV: a systematic review of uses of social media in HIV communication","volume":"17","author":"Taggart","journal-title":"J Med Internet Res"},{"issue":"9","key":"R20","doi-asserted-by":"publisher","first-page":"2253","DOI":"10.1007\/s10461-019-02626-1","article-title":"A systematic review of eHealth interventions addressing HIV\/STI prevention among men who have sex with men","volume":"23","author":"Nguyen","journal-title":"AIDS Behav"},{"issue":"3","key":"R21","doi-asserted-by":"publisher","DOI":"10.2196\/36446","article-title":"Culturally tailored social media content to reach Latinx immigrant sexual minority men for HIV prevention: web-based feasibility study","volume":"6","author":"Lee","journal-title":"JMIR Form Res"},{"key":"R22","doi-asserted-by":"crossref","unstructured":"Padgett DK . Qualitative and Mixed Methods in Public Health. SAGE Publications, Inc; 2012. [doi: 10.4135\/9781483384511] ISBN: 9781412990332","DOI":"10.4135\/9781483384511"},{"issue":"13","key":"R23","doi-asserted-by":"publisher","first-page":"1753","DOI":"10.1177\/1049732315617444","article-title":"Sample size in qualitative interview studies: guided by information power","volume":"26","author":"Malterud","journal-title":"Qual Health Res"},{"issue":"2","key":"R24","doi-asserted-by":"publisher","first-page":"449","DOI":"10.1111\/j.1559-1816.2008.00446.x","article-title":"Integrating the unified theory and stages of change to create targeted health messages","volume":"39","author":"Hampton","journal-title":"J Applied Social Pyschol"},{"issue":"1","key":"R25","doi-asserted-by":"publisher","first-page":"107","DOI":"10.1007\/s10826-012-9668-z","article-title":"Understanding the behavioral determinants of mental health service use by urban, under-resourced Black youth: adolescent and caregiver perspectives","volume":"22","author":"Lindsey","journal-title":"J Child Fam Stud"},{"key":"R26","unstructured":"Tolley EE Ulin PR Mack N Robinson ET Succop SM . Qualitative Methods in Public Health: A Field Guide for Applied Research. 2nd ed. Jossey-Bass & Pfeiffer Imprints, Wiley; 2016. ISBN: 9781118834657"},{"issue":"2","key":"R27","doi-asserted-by":"publisher","first-page":"122","DOI":"10.1037\/\/0003-066X.37.2.122","article-title":"Self-efficacy mechanism in human agency","volume":"37","author":"Bandura","journal-title":"Am Psychol"},{"issue":"4","key":"R28","doi-asserted-by":"publisher","first-page":"287","DOI":"10.1007\/BF01663995","article-title":"Analysis of self-efficacy theory of behavioral change","volume":"1","author":"Bandura","journal-title":"Cogn Ther Res"},{"key":"R29","doi-asserted-by":"publisher","DOI":"10.1177\/16094069231164938","article-title":"Applying rapid qualitative analysis for health equity: lessons learned using \u201cEARS\u201d with Latino communities","volume":"22","author":"St George","journal-title":"Int J Qual Methods"},{"issue":"Suppl 3","key":"R30","doi-asserted-by":"publisher","first-page":"S242","DOI":"10.1097\/MLR.0000000000001553","article-title":"Applied rapid qualitative analysis to develop a contextually appropriate intervention and increase the likelihood of uptake","volume":"59","author":"Lewinski","journal-title":"Med Care"},{"key":"R31","unstructured":"Wallerstein N Duran B Oetzel JG Minkler M . Community-Based Participatory Research for Health: Advancing Social and Health Equity. 3rd ed. Jossey-Bass, a Wiley Brand; 2018. ISBN: 9781119258858"},{"issue":"2","key":"R32","doi-asserted-by":"publisher","first-page":"377","DOI":"10.1016\/j.jbi.2008.08.010","article-title":"Research electronic data capture (REDCap)\u2014a metadata-driven methodology and workflow process for providing translational research informatics support","volume":"42","author":"Harris","journal-title":"J Biomed Inform"},{"issue":"5","key":"R33","doi-asserted-by":"publisher","first-page":"407","DOI":"10.1521\/aeap.2019.31.5.407","article-title":"Strategies for improving mobile technology-based HIV prevention interventions with Latino men who have sex with men and Latina transgender women","volume":"31","author":"MacCarthy","journal-title":"AIDS Educ Prev"},{"key":"R34","doi-asserted-by":"publisher","DOI":"10.1016\/j.invent.2021.100428","article-title":"A systematic review of the engagement with social media-delivered interventions for improving health outcomes among sexual and gender minorities","volume":"25","author":"Escobar-Viera","journal-title":"Internet Interv"},{"issue":"3","key":"R35","doi-asserted-by":"publisher","first-page":"319","DOI":"10.1080\/19359705.2022.2067279","article-title":"\u201cThey already hate us for being immigrants and now for being trans-we have double the fight\u201d: a qualitative study of barriers to health access among transgender Latinx immigrants in the United States","volume":"27","author":"Lee","journal-title":"J Gay Lesbian Ment Health"},{"issue":"2","key":"R36","doi-asserted-by":"publisher","first-page":"336","DOI":"10.1007\/s10461-018-2251-x","article-title":"HIV testing, risk behaviors, and fear: a comparison of documented and undocumented Latino immigrants","volume":"23","author":"Lee","journal-title":"AIDS Behav"},{"issue":"1","key":"R37","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1177\/0956462414532242","article-title":"Latinos in the United States on the HIV\/AIDS care continuum by birth country\/region: a systematic review of the literature","volume":"26","author":"Sheehan","journal-title":"Int J STD AIDS"},{"issue":"5","key":"R38","doi-asserted-by":"publisher","DOI":"10.1093\/her\/cyaf039","article-title":"Increasing engagement of Spanish-speaking transgender Latinas in research: strategies from ChiCAS, a community-based participatory research intervention trial","volume":"40","author":"Alonzo","journal-title":"Health Educ Res"}],"container-title":["JMIR Formative Research"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/formative.jmir.org\/2026\/1\/e79606","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,6,30]],"date-time":"2026-06-30T18:12:44Z","timestamp":1782843164000},"score":1,"resource":{"primary":{"URL":"https:\/\/formative.jmir.org\/2026\/1\/e79606"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2026,1,27]]},"references-count":38,"URL":"https:\/\/doi.org\/10.2196\/79606","relation":{},"ISSN":["2561-326X"],"issn-type":[{"value":"2561-326X","type":"electronic"}],"subject":[],"published":{"date-parts":[[2026,1,27]]},"article-number":"v10i1e79606"}}