Impact of a Social Media Campaign on HIV-Related Stigma among Young Adults Living with HIV in Lima, Peru: A Sequential Explanatory Mixed Methods Study

Background: Stigma remains a pervasive barrier to curbing the spread of human immunodeficiency virus (HIV) among adolescents and young adults in Lima, Peru. Social media offers a promising avenue for scalable, youth-centered stigma reduction, but few interventions have been rigorously evaluated in this context. Objective: We evaluated the potential of a social media campaign to reduce perceived HIV-related stigma among young adults living with HIV. This involved a sequential explanatory mixed-methods study, including a randomized evaluation, followed by focus groups to understand the findings. Methods: 150 young adults (aged 18-29 years) living with HIV (YLWH) were randomized to receive information on social media from one of the following: (1) the control account; (2) the control account and the social media campaign accounts (Instagram and TikTok); or (3) the control account, the campaign accounts, and the accounts of participating influencers. Perceived stigma was measured via pre- and post-campaign surveys using Spanish versions of the abridged Berger HIV Stigma Scale and the Stigma Stress Scale. Focus groups and interviews were conducted with a purposive sample of participants to contextualize quantitative results. Qualitative data were analyzed using Framework Analysis. Results: Mean changes in HIV Stigma and Stigma Stress scores were small and not statistically significant. Post-hoc as-treated analyses supported these findings. Fidelity to intervention allocation was low to moderate, depending on the metric considered. Qualitative data suggested that the campaign positively impacted participants' perceived stigma and that personal circumstances, crossover, frequency of exposure to content, and issues related to completing study questionnaires contributed to the lack of meaningful change in stigma scores. Conclusions: While quantitative data did not support that exposure to a social media campaign led to meaningful reductions in HIV-related stigma, qualitative data suggested that the campaign had a positive impact and that limitations in the study design, together with external factors, may have obscured benefits in quantitative analyses.