A culturally relevant sexual health campaign for Latino gay and bisexual men in a Southern U.S. Metropolitan area

In Atlanta, HIV incidence is rising among Latino gay and bisexual cisgender men (LGBM). LGBM face unique barriers to accessing sexual health services, such as limited availability of culturally appropriate information. We developed a culturally relevant sexual health campaign aimed at enhancing service access in this group. Using qualitative methods, a two-phase approach was applied to conduct focus group discussions (FGDs) with key informants and LGBM. Phase 1 designed the campaign with input from marketing experts and community leaders. Phase 2 refined it based on LGBM feedback. Key themes emphasized expert collaboration and LGBM engagement for creating clear messages, using trusted channels, and regularly evaluating and refining the campaign. Emphasis was also on avoiding stereotypes and addressing financial and immigration concerns. We offer a framework for developing a community-focused sexual health campaign to support public health efforts and improve service access for LGBM.