20th International AIDS Conference - Melbourne, Australia

Abstract

MOPE295 - Poster Exhibition


PrEPFacts.org: San Francisco's consumer online resource and ongoing social marketing campaign to increase knowledge about pre-exposure prophylaxis (PrEP) among gay and bisexual men

M. Canon

San Francisco AIDS Foundation, Public Affairs, San Francisco, United States

Background: The U.S. Food and Drug Administration approved emtricitabine/tenofovir disoproxil fumarate (FTC-TDF) for pre-exposure prophylaxis (PrEP) the same year as San Francisco debuted the country''s first PrEP demonstration project, providing a timely opportunity to increase PrEP awareness and fill community information gaps. Education efforts would impact acceptability, interest, and uptake among gay and bisexual men who could benefit most from it. In September 2012, San Francisco AIDS Foundation, in collaboration with other community partners, launched PrEPfacts.org, a consumer online resource and social marketing campaign, designed to increase knowledge about PrEP among gay and bisexual men living in San Francisco.
Methods: To evaluate the effectiveness of PrEPfacts.org, between September 2012 and November 2013 we assessed key website metrics and conducted a self-administered anonymous online survey for PrEPfacts.org visitors. The link to the survey was included in the website. The 15-question survey addressed PrEP knowledge and interest, as well as demographics, and took approximately 5-10 minutes to finish. A paired-samples t-test was conducted to compare scores for PrEP knowledge before and after visiting the website, using a scale of 1-10 in retrospective pre- and -post- questions.
Results: Among 9,437 unique website visitors, the average visit time duration was nearly four minutes and 5.89% (n=556) responded to the survey. Of the 556 respondents, 95.50% (n=531) fully completed the survey, and of those, 63.09% (n=335) correctly answered the six questions featuring PrEP information on PrEPfacts.org. There was a significant increased difference in self-reported scores for PrEP knowledge before (M=5.50, SD=2.82) and after (M=7.28, SD=1.96) visiting the website; t(530)=21.21, p>8.8E-73. Of the 478 who identified as HIV-negative, 77.20% (n=369) reported they likely would take PrEP in the future and 51.67% (n=247) reported they fit the Centers for Disease Control and Prevention''s guidance categories for PrEP indication. The majority identified as white, male and gay; only 28.44% (n=151) reported living in the San Francisco.
Conclusions: Our results suggest PrEPfacts.org is an effective consumer online resource for gay and bisexual men to increase their PrEP knowledge. We have since expanded PrEPfacts.org to reach more potential users, like African-Americans, women and Spanish-speaking Latinos. Subsequent evaluation is needed to measure ongoing campaign impact.

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