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

Martínez-Donate, Ana P.; Zellner, Jennifer; Sañudo, Fernando; Fernández-Cerdeño, Araceli; Hovell, Melbourne F.; Sipan, Carol L.; Engelberg, Moshe; Carrillo, Héctor

doi:10.2105/ajph.2009.179648

Cited by 43 publications

(78 citation statements)

References 41 publications

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“…Results of the campaign evaluation have been reported elsewhere (Martínez-Donate et al, 2009;Martínez-Donate et al, 2010). On average, 85.9% of the heterosexually identified respondents and 86.8% of the heterosexually identified MSMW subsample reported exposure to the campaign materials and=or activities.…”

Section: Campaign Evaluationmentioning

confidence: 84%

“…This dual strategy allowed us to develop a nonthreatening, socially and culturally acceptable campaign. Our intervention successfully reached our target population and was associated with a measurable positive effect (Martínez-Donate et al, 2009;Martínez-Donate et al, 2010).…”

Section: Implications For Health Communication and Social Marketingmentioning

confidence: 85%

“…The Hombres Sanos campaign was associated with significant and positive changes in perception of HIV risk, knowledge of testing locations, and condom carrying among heterosexually identified Latinos, in general. The campaign was also associated with a significant reduction in rates of recent unprotected sex with women and men among heterosexually identified Latino MSMW (Martínez-Donate et al, 2010).…”

Section: Campaign Evaluationmentioning

confidence: 99%

See 2 more Smart Citations

Marketing HIV Prevention for Heterosexually Identified Latino Men Who Have Sex with Men and Women: The Hombres Sanos Campaign

Cerdeño¹,

Martínez-Donate

Zellner

et al. 2012

Journal of Health Communication

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This article describes the development process of Hombres Sanos, a social marketing campaign to promote HIV testing and condom use for heterosexually identified Latino men who have sex with men and women. The steps included qualitative formative research and a social marketing analytic framework to understand our target audience better, identify incentives and barriers to risk reduction, guide product development, define an optimal promotional campaign, and inform the selection of campaign platforms. A better grasp of the authors' target beneficiaries' needs and values led to an innovative dual strategy for audience segmentation and targeting. The campaign had consumer-centered, culturally sensitive, and theory-driven communication materials. The authors found communication materials and events to be appealing and effective. The campaign was well received among the wider community, and evaluation showed promising results among Latino men in general and among heterosexually identified Latino men who have sex with men and women in particular. The authors provide a step-by-step overview of the project's formative research, including research methods and findings, and how these were translated into a social marketing campaign. In addition, the authors discuss the challenges encountered in this process and the potential of social marketing to reduce HIV risk among Latinos.

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Section: Campaign Evaluationmentioning

confidence: 84%

Section: Implications For Health Communication and Social Marketingmentioning

confidence: 85%

Section: Campaign Evaluationmentioning

confidence: 99%

See 1 more Smart Citation

Marketing HIV Prevention for Heterosexually Identified Latino Men Who Have Sex with Men and Women: The Hombres Sanos Campaign

Cerdeño¹,

Martínez-Donate

Zellner

et al. 2012

Journal of Health Communication

Self Cite

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“…Attitudes within American black and Latino communities, as well as within (e.g.) white fundamentalist communities, would be intriguing to study, given negative attitudes towards MSM in these communities (Amola & Grimmett, 2015;Carballo-Diéguez et al, 2004;Dudley & Mulvey, 2009;Greslé-Favier, 2009;Lewis, 2003;Martinez & Hosek, 2005;Martínez-Donate et al, 2010;Miller, Serner, & Wagner, 2005;Muñoz-Laboy, Garcia, Wilson, Parker, & Severson, 2015;Reisen et al, 2010;Sánchez, Blas-Lopez, Martínez-Patiño, & Vilain, 2016;Vincent, Peterson, & Parrott, 2009), though of course not all such communities, nor all individuals in these communities, show negative attitudes towards MSM (e.g., Jenkins, Lambert, & Baker, 2009).…”

Section: Limitations and Future Directionsmentioning

confidence: 99%

“…Although men who have sex with men (MSM) or with both men and women (MSMW) are often thought to be gay, the men need not think of themselves as gay, and many do not, instead identifying as straight or heterosexual (Baldwin et al, 2015;Martínez-Donate et al, 2010;Pathela et al, 2006). Some researchers and therapists perceive these men as having psychological problems (Cabaj, 2009;Higgins, 2006;Wester, 2008), whereas others accept their straight identity (Kort with Morgan, 2014;Silva, 2015;Ward, 2015).…”

Section: Introductionmentioning

confidence: 99%

Straight white American college students’ attitudes toward a self-identified straight, not gay or gay man who has sex with men: incongruent sexual orientation identity diminishes perceived psychological health

Mitchell

Stroupe

2016

Psychology & Sexuality

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Print) 1941-9902 (Online) Journal homepage: http://www.tandfonline.com/loi/rpse20Straight white American college students' attitudes toward a self-identified straight, not gay or gay man who has sex with men: incongruent sexual orientation identity diminishes perceived psychological health Straight white American college students' attitudes toward a self-identified straight, not gay or gay man who has sex with men: incongruent sexual orientation identity diminishes perceived psychological health This study examines how participants view men who have sex with men (MSM) based on their sexual orientation identity (SOI) and sexual position identity (SPI). White heterosexual male (n = 93) and female (n = 210) American college students read one of six scenarios about an ordinary man named John who has sex with men. In the scenarios, John's SOI and SPI were manipulated, in that he considers himself gay, straight or not gay, and thinks of himself as either a top or a bottom. Participants rated their attitudes towards John's psychology, social character, HIV vulnerability and status as gay. Men were less interested in being friends with John and found him less interesting than women did, and agreed more that, if they were John, they would think of themselves as gay. Participants agreed for all SOIs that, if they were John, they would think of themselves as gay, though they agreed more strongly when John's SOI was gay than otherwise. Compared to their ratings for gay John, participants rated straight and not gay John as more conflicted about his sexuality, in need of counselling, irresponsible and unpredictable. John's SPI had almost no influence on any attitudes towards John. Findings suggest that, if MSM identify themselves as straight or not gay, people not only think that they are gay, but also experience them as more psychologically unhealthy than if they identify themselves as gay. These attitudes suggest that, because people commonly use SOIs to make predictions about sexual orientation, incongruence between a man's SOIs and his sexual orientation implicates psychological difficulties.

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The Role of Syndemic in Explaining Health Disparities Among Bisexual Men: A Blueprint for a Theoretically Informed Perspective

Friedman

Dodge

2016

Social Disparities in Health and Health Care

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

Cited by 43 publications

References 41 publications

Marketing HIV Prevention for Heterosexually Identified Latino Men Who Have Sex with Men and Women: The Hombres Sanos Campaign

Marketing HIV Prevention for Heterosexually Identified Latino Men Who Have Sex with Men and Women: The Hombres Sanos Campaign

Straight white American college students’ attitudes toward a self-identified straight, not gay or gay man who has sex with men: incongruent sexual orientation identity diminishes perceived psychological health

The Role of Syndemic in Explaining Health Disparities Among Bisexual Men: A Blueprint for a Theoretically Informed Perspective

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