Impact of #ShesWell Campaign on PrEP Beliefs and Intentions in Black Women: Early Evidence from a Cross-Sectional Study.

This study evaluated the initial phase of the #ShesWell campaign, which aimed to increase pre-exposure prophylaxis (PrEP) awareness and uptake among Black women in four Ending the HIV Epidemic jurisdictions. The initial phase of #ShesWell (March to August 2022) sought to increase demand for PrEP among Black women and build the capacity of healthcare providers (HCPs) to prescribe PrEP. In January-March 2023, a cross-sectional survey was conducted 10 months after the campaign was launched. Sexually active women aged 18-64 were recruited from an online panel. Outcome measures included campaign exposure, PrEP attitudinal beliefs, perceived norms toward taking PrEP, perceived behavioral control, and intentions to take PrEP in the next 6 months. A structural equation model analysis was conducted using data from the 396 Black women in the survey sample who were not currently taking PrEP to explore the associations between campaign exposure and the outcome measures. There is evidence of effects of #ShesWell exposure on attitudinal beliefs and norms and a related total effect of exposure on intention. The study confirmed the pathways from exposure to intention posited by the Integrative Model of Behavioral Intention. Specifically, the collective influence of attitudinal beliefs and normative pressure indirectly impacted Black women's intentions to take PrEP after exposure to #ShesWell campaign messaging. To address disparities in PrEP uptake and increase use of PrEP among Black women, communication campaigns should develop messages that speak to women's attitudinal beliefs and norms. HCPs should also endorse these types of messages with their patients.