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An Evaluation of the Effectiveness of the Black Women’s Health Imperative (BWHI) #LetsTalkAboutPrEP Campaign Among Black Women Living in Washington D.C.

Fri, May 25, 9:30 to 10:45, Hilton Prague, Floor: LL, Congress Hall III

Abstract

Black women in Washington, D.C. are 50% of the female population but are 92% of women living with HIV. Pre-exposure prophylaxis (PrEP), is a daily pill that can reduce the risk of HIV infection by 92%, but few women know about it. This study tests the effectiveness of the #LetsTalkAboutPrep campaign to promote PrEP awareness among Black women in D.C. HIV-negative Black women (N = 192) with high HIV risk, were surveyed about exposure to #LTAP, knowledge of PrEP and uptake behaviors. We hypothesized a dose-response in which exposure to more ads is associated with more engagement in PrEP uptake-related behaviors. Results of multivariate regression analyses show that with each additional campaign ad exposure, there is a B = 0.51 unit increase in the number of PrEP uptake-related behaviors, controlling for demographics (p<0.05). Exposure to the #LetsTalkAboutPrep campaign is associated with Black women’s increased engagement in PrEP uptake-related behaviors.

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