This is Your Moment (TiYM): Planning for Implementation of a Novel Media Campaign to Mitigate Intersectional Stigma Among Black Sexual Minority Men Living With HIV in Atlanta, Georgia.

内容摘要

ObjectiveBlack sexual minority men (SMM) in the United States experience disproportionate HIV burden and lower engagement across the HIV Continuum of Care (HIV-CoC), partly due to intersecting stigmas. Structural interventions addressing these barriers remain limited.MethodsWe developed This is Your Moment (TiYM), a culturally-grounded media campaign designed to mitigate stigma and encourage engagement in care for Black SMM in Atlanta, Georgia. To inform implementation, we conducted focus groups with 63 stakeholders from six clinics and community-based organizations (March-October 2023), guided by the Consolidated Framework for Implementation Research. Transcripts were analyzed thematically.ResultsParticipants described TiYM as highly acceptable, engaging, and relatable. Facilitators included alignment with organization priorities; ease of QR code integration; potential to improve health literacy and reduce stigma. Barriers included concerns about inclusivity and unintended disclosure.ConclusionKey partners perceived TiYM as having strong implementation potential, while identifying barriers for refinement and implementation strategy. Black sexual minority men in the United States are disproportionately affected by HIV and are less likely to stay engaged in care. This is partly due to overlapping forms of stigma, including HIV-related stigma, racism, and homophobia. There is a need for practical, sustainable approaches that address these barriers and improve access to and engagement in HIV care. We developed This Is Your Moment (TiYM), a media campaign designed to reduce stigma and encourage engagement in HIV treatment and support services among Black sexual minority men in Atlanta, Georgia. The campaign features short, culturally relevant videos focused on mental health (“mind”), physical health and HIV care (“body”), and overall well-being (“soul”). To understand how best to implement this campaign, we gathered feedback from 63 staff members, healthcare providers, and administrators across six clinics and community-based organizations in Atlanta. Participants shared their perspectives through group discussions and interviews. Overall, participants responded positively to the campaign, describing it as engaging, authentic, and relatable. They noted that it aligned well with their organizations’ goals, could be easily shared using QR codes, and had potential to improve health knowledge and reduce stigma among patients. However, they also raised concerns about ensuring the campaign is inclusive of other populations served and about the risk of unintentionally revealing someone’s HIV status or sexual orientation. This study shows that key stakeholders perceive TiYM as having the potential to be a feasible and acceptable intervention. The feedback gathered will help refine the campaign and support successful implementation in real-world settings.