12:30 - 1:30pm (CDT) | 4174.0 - Formative research with sexual minority men and transgender emerging adults to inform content and messages for an mHealth alcohol reduction intervention

Session: HIV Implementation

Program: HIV/AIDS

Authors:

Trace S. Kershaw, PhD

Sally Kirklewski, MEd

Bryce Takenaka, MPH, CPH

Erin Nicholson, MPH

Abstract

Background

To address the disproportionate but interconnected high rates of hazardous drinking and HIV risk behaviors among sexual minority men and transgender (SMMT) emerging adults (aged 18-34), interventions and their messaging need to be salient and persuasive. The goal of this formative research was to illustrate how a qualitative and iterative approach can be used to facilitate the co-design of persuasive messages. Thematic findings shaped the design of an mHealth intervention to reduce alcohol and sexual risk among target audience.

Method

A two-stage process of focus group discussions and interviews (n=29) were employed at different stages of the intervention development and testing to explore the acceptability of alcohol education material and messaging. Messaging ideas were generated by initial FGDs, iterated on and developed by the research team, and refined in a follow-up FGD.

Results

Findings facilitated the production of prevention and harm reduction messages used in the intervention. Additionally, practical considerations with implications for intervention content and messaging also emerged. These included framing messages with a personable tone reminiscent of queer community discourse, incorporating humor appeals and user-generated content, delivering pre-drinking messages, adapting gendered language, integrating economic-cost elements, framing recommendations as friendly advice, and ensuring variety in messaging content to avoid monotony and enhance engagement.

Conclusion

Findings underscore the importance of tailoring interventions to target population's needs and communication preferences, ultimately enhancing effectiveness and acceptability in reducing hazardous drinking and HIV risk behaviors among SMMT emerging adults. The co-designed messages are now being utilized in a large-scale trial.