Hombres Sanos: Evaluation of a Social Marketing Campaign for Heterosexually Identified Latino Men Who Have Sex With Men and Women

Published: December 22, 2010

In the current study, the authors "evaluated the effectiveness of ‘Hombres Sanos’ [‘Healthy Men’], a social marketing campaign to increase condom use and HIV testing among heterosexually identified Latino men, especially among heterosexually identified Latino men who have sex with men and women (MSMW)." "Hombres Sanos" was implemented in San Diego County, running from June 2006 to December 2006.

Cross-sectional surveys with independent samples of heterosexually identified Latino men were conducted every other month before (n=626), during (n=752) and after (n=385) the campaign. Respondents were randomly selected from 12 targeted community venues to complete an anonymous, self-administered survey on sexual practices and HIV/STD testing. Approximately 5.6 percent of respondents (n=98) were heterosexually identified Latino MSMW.

Campaign results indicated reduced rates of recent unprotected sex with both females and males among heterosexually identified Latino MSMW. In addition, the campaign was associated with increases in perception of HIV risk, knowledge of testing locations and condom-carrying among heterosexual Latinos.

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