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Bilingual Recruitment Poster

Context

PrEPárate was a social marketing campaign promoting pre-exposure prophylaxis (PrEP) treatments to prevent HIV infections among the Latine communities in the Chicagoland area. The campaign was released online— through a website and social media accounts of partner community organizations besides our own—, a hotline, and ads vehiculated on bus and train routes of the Southwest areas of Chicago, where most of the Latine community is located.


Before releasing the campaign we promoted a survey to measure baseline awareness of PrEP among Latine communities in the Chicagoland area, so we could compare baseline measures with those taken after the campaign, thus meeting standard funding requirements. One of my main roles in the project was coordinating those surveys. I programmed and proofread the survey questionnaire in our data collection instruments, after translating it to Spanish with the support of a certified translator.


Problem

The original recruitment plan for the research project overly relied on the project’s own social media accounts. A second approach was needed to bring survey respondents from desired populations outside of existing networks. Additionally, a web-only approach attracted a large number of bots in our responses.


Solution

I designed a push-to-web bilingual poster, using a QR code, to be positioned strategically in the physical spaces of community partners and nightlife locations.


Results

We successfully met our recruitment quota within the target populations.

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