A two-phase qualitative approach using focus group discussions with key informants and Latino gay and bisexual men in Atlanta produced a framework for developing a culturally relevant sexual health campaign that emphasizes expert collaboration, community engagement, trusted communication channels, and avoidance of stereotypes.
HIV incidence is rising among Latino gay and bisexual cisgender men (LGBM) in Atlanta, who face unique barriers to accessing sexual health services.
A two-phase qualitative approach using focus group discussions (FGDs) was used to develop and refine the sexual health campaign.
Key themes from focus group discussions emphasized expert collaboration and LGBM community engagement as essential to creating effective campaign messaging.
Campaign development themes emphasized avoiding stereotypes and addressing financial and immigration concerns specific to the Latino LGBM community.
The study produced a framework for developing a community-focused sexual health campaign to improve service access for Latino gay and bisexual men.
This research describes the development of a sexual health campaign specifically designed for Latino gay and bisexual men living in Atlanta, Georgia, where HIV rates are increasing in this group. The researchers used focus groups — structured conversations with community members and experts — in two phases: first to build the campaign with input from marketing professionals and community leaders, then to refine it based on feedback from Latino gay and bisexual men themselves. This community-involved approach was intended to make the campaign more relevant, trustworthy, and effective for its target audience. The focus groups surfaced several important themes that shaped the campaign: the need for clear messaging, the importance of using communication channels that the community already trusts, the value of ongoing evaluation and updating of campaign materials, and the necessity of avoiding stereotypes. Participants also highlighted that financial barriers and concerns related to immigration status are significant obstacles for this population when it comes to accessing sexual health services, meaning the campaign needed to account for these realities. This research suggests that developing health campaigns in close partnership with the communities they are meant to serve — rather than designing them from the outside — leads to more culturally appropriate and accessible messaging. The framework produced by this study could serve as a model for public health programs in other cities seeking to reach Latino gay and bisexual men or similarly underserved communities with targeted health information and services.
Saldana C, Bonadonna L, Perez R, Gonzalez K, Scott J, O'Neal J, et al.. (2026). A culturally relevant sexual health campaign for Latino gay and bisexual men in a Southern U.S. Metropolitan area.. Journal of communication in healthcare. https://doi.org/10.1080/17538068.2025.2565066