Marketing HIV prevention for heterosexually identified Latino men who have sex with men and women: the Hombres Sanos campaign.

@article{Cerdeo2012MarketingHP,
  title={Marketing HIV prevention for heterosexually identified Latino men who have sex with men and women: the Hombres Sanos campaign.},
  author={Araceli Fern{\'a}ndez Cerde{\~n}o and Ana P Martinez-Donate and Jennifer A. Zellner and Fernando Sa{\~n}udo and H{\'e}ctor Carrillo and Moshe Engelberg and Carol L. Sipan and Melbourne Hovell},
  journal={Journal of health communication},
  year={2012},
  volume={17 6},
  pages={641-58}
}
This article describes the development process of Hombres Sanos, a social marketing campaign to promote HIV testing and condom use for heterosexually identified Latino men who have sex with men and women. The steps included qualitative formative research and a social marketing analytic framework to understand our target audience better, identify incentives and barriers to risk reduction, guide product development, define an optimal promotional campaign, and inform the selection of campaign… CONTINUE READING

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