Influence of the PrEP4Love Campaign on PrEP Uptake Among YMSM and TW in Chicago

Sep 27, 2026

Assessment of the PrEP4Love campaign examines how sex-positive advertising affects PrEP uptake among young men who have sex with men (YMSM) and transgender women (TW) in Chicago. Using the RADAR longitudinal cohort, baseline eligibility and an added awareness module capture exposure to campaign materials between June 2017 and April 2018. Analyses applied univariate statistics and logistic regression, with geocoding support for mapping. Results indicate those who saw ads were more likely to discuss, initiate discussions, and take PrEP within the prior six months, while awareness clustered around bars and transit hubs.

LanguageEnglish

CategoryHealthcare

FormatPDF

Pages1

Reading Time3 min

AccessFree to download

Introduction

Design/Methodology

Key Findings (Continued)

Conclusion

Next Steps / Implications

Acknowledgements and Funding

Influence of the PrEP4Love Campaign on PrEP Uptake Among YMSM and TW in Chicago Gregory Phillips II, PhD 1,2 ; Peter T. Lindeman, MA 1,2 ; Anand B. Raman 1,2 ; Christina S. Hayford, MS, MSP 3 ; Brian Mustanski, PhD 2,3,4 1 Evaluation, Data Integration, and Technical Assistance (EDIT) Program, Institute for Sexual and Gender Minority Health and Wellbeing, Northwestern University; 2 Department of Medical Social Sciences, Northwestern University Feinberg School of Medicine; 3 Third Coast Center for AIDS Research; 4 IMPACT Program, Institute for Sexual and Gender Minority Health and Wellbeing, Northwestern University INTRODUCTION • While there have been significant increases in awareness of pre-exposure prophylaxis ( PrEP ), uptake remains relatively low among young men who have sex with men (YMSM) and transgender women (TW) . • Advertising campaigns have been launched in major cities using sex-positive messaging to empower individuals to be proactive in seeking out PrEP prescriptions by engaging with medical providers . • In 2016, the citywide PrEP4Love campaign was launched by the AIDS Foundation of Chicago and the Chicago PrEP Working Group. • The campaign depicted racially diverse couples with catchy phrases (e.g.,“spread tingle”) at bus stops, on fliers at bars, and online – these ads linked individuals to information about initiating PrEP. • This study sought to assess the reach and impact PrEP4Love had on a cohort of YMSM and TW in Chicago . DESIGN/METHODOLOGY • RADAR is a longitudinal cohort study of YMSM and TW in Chicago . • At baseline, participants reported being assigned male at birth, were between 16 and 29 years old, and identified as LGBT or reported sex with another man . • Between June 2017 and April 2018, additional questions were added to the core survey regarding awareness of the PrEP4Love Campaign . See below for the sample of individuals (n=700) who completed these questions . • All data cleaning and statistical analyses were performed in R Version 3.5.1. • Univariate statistics were used to describe the demographics of participants as well as proportions of individuals who had seen ads for PrEP4Love . • Simple logistic regression was used to determine outcomes of interest. Multiple logistic regression models were then constructed, controlling for demographics . • Maps were created using ArcPro 2.2 using a local geocoder, only including addresses that could be geocoded to a specific address point or street address . | N = 700 | N | % | | N | % | | --- | --- | --- | --- | --- | --- | | Race/Ethnicity | | | Sexual Identity | | | | White | 212 | 30.3 | Gay | 487 | 69.6 | | Black/African American | 189 | 27.0 | Bisexual | 124 | 17.7 | | Hispanic/Latinx | 222 | 31.7 | Queer | 49 | 7.0 | | Other | 77 | 11.0 | Straight/Heterosexual | 19 | 2.7 | | Age, years | | | Unsure/Questioning | 8 | 1.1 | | 16 to 20 | 217 | 31.0 | Other | 13 | 1.9 | | 21 to 22 | 218 | 31.1 | Gender Identity | | | | 23 to 24 | 101 | 14.4 | Cisgender Male | 641 | 91.6 | | 25 to 31 | 164 | 23.4 | Transgender Female | 30 | 4.3 | | | | | Other | 29 | 4.1 | 18.9%(n=132) indicated using PrEP in the prior 6 months KEY FINDINGS (Continued) Individuals who had seen PrEP4Love ads were… 2.8 2.0 1.9 times as likely to have had a conversation with a medical provider about PrEP, times as likely to have initiated the conversation about PrEP, and times as likely to have taken PrEP in the previous 6 months Compared with individuals who had not seen ads. Conclusion • Overall, these results show that the PrEP4Love campaign was successful at reaching a majority of YMSM and TW in Chicago, and that individuals who had seen ads were more likely to have used PrEP. • Individuals who had seen PrEP ads were more likely to perceive that their friends, and that gay and bisexual men in general, were using PrEP, which could help reduce internal and community stigma . • Likewise, the association between s

FAQs

What was the study trying to determine about the PrEP4Love campaign?

The study assessed the campaign’s reach and impact on a cohort of YMSM and TW in Chicago, focusing on whether seeing ads related to PrEP use and related behaviors.

How were participants and campaign exposure measured?

Participants were followed in the RADAR longitudinal cohort. Between June 2017 and April 2018, additional survey questions assessed awareness of the PrEP4Love campaign, with analysis based on the subset completing those questions.

What key outcomes improved among those who saw PrEP4Love ads?

Compared with those who had not seen ads, individuals who saw PrEP4Love ads were more likely to have conversations with medical providers about PrEP, more likely to initiate those conversations, and more likely to have taken PrEP in the previous six months.

What do the findings suggest for future advertising and outreach?

The results indicate advertising could encourage youth engagement with healthcare and suggest exploring new dissemination routes beyond bars and public transportation hubs, alongside provider trainings to support conversations.

Sep 27, 2026

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