Latinxs in the United States are disproportionately affected by HIV and present with more advanced disease than their non-Latinx peers, due to numerous barriers to care including HIV stigma. We describe the adaptation, implementation, and reach of Sólo Se Vive Una Vez (You Only Live Once), Baltimore's first social marketing campaign promoting HIV screening among Spanish-speaking Latinxs. The 6-month campaign promoted free HIV testing by addressing HIV stigma. The campaign included a website, a social marketing campaign, community outreach events, and advertisements via radio, billboards, local partners, and buses. During the campaign, there were 9,784 unique website users, and ads were served to over 84,592 people on social media platforms. Among Latinx HIV testers at the Baltimore City Health Department, 31.6% reported having seen or heard of Sólo Se Vive Una Vez and 25.3% of Latinx HIV testers reported that the campaign influenced them to get tested.

中文翻译：

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SóloSe Vive Una Vez：针对拉丁移民的艾滋病筛查运动的实施和覆盖

在美国，拉丁裔受到艾滋病毒的感染比例不成比例，与非拉丁裔同龄人相比，其病情更严重，原因是存在许多护理障碍，包括艾滋病毒的耻辱感。我们描述了巴尔的摩首个社会营销活动SóloSe Vive Una Vez（您只能活一次）的改编，实施和覆盖范围，该活动旨在在讲西班牙语的拉丁裔中推广HIV筛查。为期六个月的活动通过解决艾滋病毒污名，促进了免费艾滋病毒检测。该活动包括一个网站，一个社会营销活动，社区外展活动以及通过广播，广告牌，本地合作伙伴和公共汽车的广告。活动期间，有9,784个唯一的网站用户，并且在社交媒体平台上为84,592人提供了广告。在巴尔的摩市卫生局的拉丁裔HIV测试人员中，有31位。