Reaching MSM for HIV Prevention Messaging with New Media: Recommendations from an Expert Consultation

Published: October 3, 2011

ABSTRACT: We report on the results of an expert consultation held by
the Centers for Disease Control and Prevention (CDC) on the use of the
Internet and new media to deliver HIV prevention messaging to men
who have sex with men (MSM). Experts from government, academia,
community?based AIDS service organizations (CBOs/ASOs), and the
private sector participated in discussions to examine the strengths and
weaknesses of specific channels, technologies, and Websites for
delivering HIV prevention messages; and how the issues raised could
inform the development of electronic materials to educate, and support
choices for different risk reduction strategies. Analysis of the meeting
discussion suggested that consultants viewed the Internet and other
new media as having great potential to reach MSM with HIV prevention
messages. Key themes related to flexibility, reach, visual appeal,
engagement, interactivity, and community building were discussed with
emphasis given to optimizing the impact and effectiveness via message
timing and linking to other resources or data. Several challenges were
noted, including structural barriers and the need to deliver HIV content
in the context of MSM health issues. Implications for health promotion
practice are discussed.

Full text of article available at link below –

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