Adult Stakeholders’ Perspectives on the Content, Design, and Dissemination of Sexual and Gender Minority Adolescent-Centered PrEP Campaigns

Introduction: This qualitative study examined the perspectives of sexual and gender minority (SGM) teen-focused HIV pre-exposure prophylaxis (PrEP) social marketing campaigns among Chicago-area adults who work with or parent SGM teens. Methods: Thirty adults (M _age = 37.5 years; 53.3% racial/ethnic minority) participated in online interviews from March to June 2021. Questions elicited their preferences for the design, content, and dissemination of SGM teen-centered PrEP campaigns. Transcripts were analyzed through inductive content analysis. Results: Participants discussed benefits (e.g., cultivate awareness of HIV prevention, destigmatize sex, encourage PrEP conversations) and concerns (e.g., PrEP’s safety, access to PrEP) about teen-centered PrEP campaigns. Adults emphasized that teen-centered PrEP campaigns should appeal to adolescents, regardless of SGM identity, as the teens they knew prioritized inclusivity. At the same time, campaigns were recommended to be tailored enough to resonate with SGM teens and others disproportionately affected by HIV. Participants also suggested including clear instructions and calls to action and testimonials from other SGM teens. Finally, respondents recommended online and offline spaces for the delivery of such campaigns, like social media, youth-serving organizations, and public transportation. Conclusions: These findings lay the groundwork for designing teen-centered PrEP campaigns in Chicago and may guide similar campaigns in other jurisdictions. Adults in SGM teens’ lives may use these findings to optimize teens’ access to PrEP. Policy Implications: Policymakers and public health professionals can work together to make adolescents more aware of sexual health services like PrEP and where they can be accessed via social marketing campaigns. This may ultimately narrow adolescent health disparities.