A HIV Centered Comic in Digital Spaces to Educate and Engage Young Adults

Theoretical Background and research questions/hypothesis: In New York State, young adults accounted for the largest number of new infections in 2017 and often struggle to seek and remain in HIV care. We must employ innovative interventions to reach this population. Comics have engaged and informed communities about numerous public health issues. In addressing HIV/AIDS, comics have been well received and have been tailored to reach vulnerable populations. They can break through barriers of health literacy, misconceptions about HIV, and feelings of isolation. Young adults utilize social media for social interaction, information and entertainment; including comic viewership. As part New York State’s Ending the Epidemic Initiative (ETE) the New York State Dept. of Health AIDS Institute developed the YGetIt? Project (YGI). YGI merges social media and a graphic serial to reach young people. YGI features a graphic serial (‘Tested’) disseminated via social media, a HIV centered health management mobile application (GET!) and an online comic forum to engage and retain HIV positive young adults 18 to 34 years of age in HIV care. Tested incorporates consumer and provider input and features a diverse cast of young people affected by HIV. Tested aims to engage and educate young adults about HIV in the digital spaces that grasp their attention.

Methods: Tested is disseminated in various ways on social media channels Instagram, Facebook, and Twitter as well as on the online comic forum, Webtoons.com and GET! App. In addition to graphic serial images, viewers are exposed to posts and comments featuring links to resources and additional information about topics that arise in Tested storylines. YGI staff interact with viewers through the public comments features of these platforms to address specific HIV and related issues and inquires.

Results: Tested viewer interaction varies from platform to platform. User interface with Tested’s social media channels (Instagram, Facebook and Twitter) fluctuates, is dependent on content presented and ranged from 523 to 4 views. Utilization of Tested within GET! varied. 62% of users viewed Tested at least once with 5% of users ever commenting on Tested image content. On Webtoons.com Tested received over 146K views with robust engagement via viewer comments. Across all platforms, viewers have shared or inquired about topics such as U=U, HIV and pregnancy, medication adherence, substance use disorder, HIV transmission, and PrEP/PEP. Users also share personal stories relating substance abuse and experience with HIV.

Conclusions: Tested’s dissemination strategy and model offers young adults a variety of non-traditional ways to receive and interact with HIV information where they are not typically looking for it.

Implications for research and/or practice: Tested’s success on these platforms suggest that the YGI graphic serial model can influence conversations about HIV and provide new ways to spread HIV information to young adult communities.