Black women account for the majority of new HIV infections and unintended pregnancies among American women. The HIV/AIDS epidemic is understudied in colleges/universities. There is a need for interventions targeted toward black females who attend Historically Black Colleges/Universities (HBCUs), given that black female students in HBCUs are more likely than those from traditional white institutions (TWI) to have had vaginal sex at a younger age, to have had an STI, or to have had been pregnant. Media messages influence sexual intentions and behaviors.
The purpose of this grant proposal is to (a) scrutinize (using formative research--focus groups) existing media messages from the iMPPACS intervention to determine relevance for African American females who attend HBCUs; (b) Using a storyboard method, develop the C.R.A.ZE. “Creating a Representative Advertisement Zone” campaign contest; and (c) determine the winning HIV prevention messages (audio only and audio-visual) and determine the feasibility and acceptability of submitted campaign content, in preparation for a pilot randomized control trial.
Public Health Relevance
iMPPACS, an efficacious media campaign intervention, originally targeting adolescents, will serve as a model to develop a media campaign for Black females who attend HBCUs to reduce STI/HIV acquisition and unintentional pregnancy.