Table of Contents
Boston, MA – August 21, 2025 – A new study indicates that strategically crafted social media content, particularly short-form videos with positive messaging, is the most effective way to reach young adults adn encourage the use of pre-exposure prophylaxis (PrEP) for HIV prevention. Researchers at Beth Israel Deaconess Medical Center (BIDMC) and Boston Children’s Hospital found that proactive, empowering content resonated far more strongly with the target demographic than fear-based approaches.
The Challenge of PrEP Adoption
PrEP involves taking an HIV medication to prevent infection in HIV-negative individuals. Its proven highly effective, reducing the risk of HIV infection by up to 99 percent [[1]]. Despite FDA approval for use in young people as 2018, PrEP uptake remains surprisingly low among those aged 13 to 24. A notable barrier is a lack of awareness about prep itself.
“Despite the clear need, PrEP utilization in this age group is the lowest we’ve seen,” explained Dr. Douglas Krakower, a researcher at BIDMC. “To truly end the HIV epidemic, we must develop information strategies specifically tailored to the developmental stage of young people.” In 2022 alone, over 6,400 teens and young adults between 13 and 24 years old were newly diagnosed with HIV in the United States, accounting for one-fifth of all new infections.
Study Methodology and Findings
The research team, including dr. Carly E. Guss of Boston Children’s Hospital, presented two distinct short videos – mirroring the style of content commonly found on social media platforms – to a group of young adults. One video highlighted the benefits of PrEP, while the other focused on the risks of not using it.
Thirty participants, aged 15 to 25, from Boston, Michigan, and Los Angeles, viewed both videos and then shared their reactions in virtual focus groups. A clear preference emerged: 53 percent favored the positively framed video. Participants cited the upbeat tone,emphasis on PrEP’s effectiveness,and visually appealing presentation as key factors in their preference.
Did You Know? PrEP is most effective when taken consistently as prescribed. Missing doses can significantly reduce its protective benefits.
The Power of Positive Messaging
Researchers discovered that young adults frequently turn to social media for information about sexual health. However, thay noted a scarcity of educational content created by healthcare institutions or professionals on platforms like TikTok. This gap underscores the need for a more proactive approach from public health organizations.
“We found that teens and young adults are actively seeking sexual health information on social media, but very few videos are created by trusted sources,” Dr. Krakower stated. “To ensure young people receive accurate information, health offices and centers should expand their outreach and collaborate with social media influencers to create authentic, trustworthy videos relevant to this population.”
Key Study Data
| Metric | Value |
|---|---|
| Study Participants | 30 |
| Age Range of participants | 15-25 years old |
| Location of Participants | Boston, Michigan, Los Angeles |
| Preference for Positive Video | 53% |
| New HIV Infections (13-24, 2022) | 6,400+ |
Pro Tip: When discussing PrEP with a healthcare provider, be open and honest about your sexual activity and any concerns you may have.
What role do you think social media platforms should play in disseminating public health information? How can we ensure that accurate information reaches those who need it most?
The Evolving Landscape of HIV Prevention
The development of PrEP represents a significant advancement in HIV prevention. Originally approved by the FDA in 2012, prep has transformed the approach to HIV care, shifting from reactive treatment to proactive prevention. Ongoing research continues to explore new and improved methods of HIV prevention, including long-acting injectable PrEP and potential vaccine candidates. The key to ending the HIV epidemic lies in continued innovation, increased access to prevention tools, and a reduction in stigma surrounding sexual health.
Frequently Asked questions About PrEP
- What is PrEP? PrEP, or pre-exposure prophylaxis, is a medication taken to prevent HIV infection in people who are HIV-negative.
- How effective is PrEP? When taken as prescribed, PrEP is highly effective, reducing the risk of HIV infection by up to 99 percent.
- Who should consider PrEP? Individuals who are HIV-negative and at high risk of HIV exposure should discuss PrEP with their healthcare provider.
- Are there any side effects of prep? Some people may experience mild side effects, such as nausea or headache, but these are usually temporary.
- How often do I need to see a doctor while on PrEP? Regular check-ups, including HIV testing and kidney function monitoring, are required while taking PrEP.
Disclaimer: This article provides general information and should not be considered medical advice. Please consult with a healthcare professional for personalized guidance on PrEP and HIV prevention.
We hope this article has provided valuable insights into the importance of PrEP and the power of social media in reaching young adults. Please share this information with your network, leave a comment below with your thoughts, and consider subscribing to our newsletter for more updates on critical health topics.
