From (Un)Willingness to InvolveMENt: Development of a Successful Study Brand for Recruitment of Diverse MSM to a Longitudinal HIV Research

• Type of Material: Article
• Authors: Paula Frew, Emory University; Victoria A. Williams, Emory University; Eve T. Shapiro, Emory University; Travis Sanchez, Emory University; Eli S Rosenberg, Emory University; Vincent L. Fenimore, Georgia State University; Patrick S Sullivan, Emory University
• Language: English
• Date: 2013-11-21
• Publisher: Hindawi Publishing Corporation
• Publication Version: Final Published Version
• Copyright Statement: © 2013 Paula M. Frew et al.
• License: Creative Commons Attribution 3.0 Unported
• Final Published Version (URL): http://www.hindawi.com/journals/ijpr/2013/624245/
• Title of Journal or Parent Work: International Journal of Population Research
• ISSN: 2090-4029
• Volume: 2013
• Issue: 624245
• Grant/Funding Information: The authors acknowledge the support of National Institute of Mental Health R01MH085600, Minority Health and Health Disparities RC1MD004370, Eunice Kennedy Shriver National Institute for Child Health and Human Development R01HD067111, NIH P30AI050409 the Emory Center for AIDS Research, and the National Center for Advancing Translational Sciences of the National Institutes of Health under Award no. UL1TR000454.
• Research Categories: Health Sciences, Epidemiology; Health Sciences, Public Health

Abstract

Background. HIV continues to be a major concern among MSM, yet Black MSM have not been enrolled in HIV research studies in proportionate numbers to White MSM. We developed an HIV prevention research brand strategy for MSM. Methods. Questionnaires and focus groups were conducted with 54 participants. Descriptive statistics and chi-square analyses were performed and qualitative data were transcribed and content analyzed to identify common themes. Results. Formative research results indicated that younger Black MSM (18–29 years) were less likely to think about joining prevention studies compared to older (≥30 years) Black MSM ( , ). Qualitative and quantitative results indicate four prominent themes related to brand development: (1) communication sources (message deliverer), (2) message (impact of public health messaging on perceptions of HIV research), (3) intended audience (underlying issues that influence personal relevance of HIV research), and (4) communication channels (reaching intended audiences). Conclusion. The findings highlight the importance of behavioral communication translational research to effectively engage hard-to-reach populations. Despite reservations, MSM in our formative study expressed a need for active involvement and greater education to facilitate their engagement in HIV prevention research. Thus, the brand concept of “InvolveMENt” emerged.