LGBTQ populations, particularly Black men who have sex with men and transgender women, experience significant HIV disparities; public health messages may inadvertently stigmatize LGBTQ populations. We sought to use qualitative methods to inform a PrEP campaign. Unstructured focus groups were conducted among predominantly Black LGBTQ persons recruited through social media and events. Discussions were audio-recorded, transcribed, and analyzed in NVivo using categorical analysis. Eighty individuals participated in 13 focus groups; 80% (64) identified as sexual or gender minorities. Eighty-eight percent (70) identified as Black/African American. Four themes emerged: (1) culturally competent, community-informed, locally relevant messaging, (2) avoiding stigmatizing language or images, (3) inaccessibility of clinical language, and (4) using identity labels representing local communities and their diversity. Findings suggest PrEP campaigns need to be developed through community-informed processes to engage and avoid stigmatizing priority populations. Ongoing partnerships between public health and LGBTQ communities can facilitate development of campaigns with engaging, acceptable language.

中文翻译：

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在巴尔的摩黑人LGBTQ社区中识别社区知情语言以促进HIV暴露前预防（PrEP）

LGBTQ人群，特别是与男性发生性关系的黑人和变性女性，经历了巨大的HIV差异；公共卫生信息可能会在无意中给LGBTQ人群带来污名。我们试图使用定性方法来宣传PrEP活动。在通过社交媒体和活动招募的黑人LGBTQ人群中，进行了非结构化的焦点小组讨论。使用分类分析在NVivo中对讨论进行录音，转录和分析。80个人参加了13个焦点小组；80％（64）被鉴定为性少数或性别少数。88％（70）被标识为黑人/非裔美国人。出现了四个主题：（1）具有文化能力的，社区知情的，与当地相关的消息传递；（2）避免对语言或图像进行污名化；（3）临床语言不可访问，（4）使用代表当地社区及其多样性的身份标签。研究结果表明，需要通过社区知情的程序来开展PrEP运动，以吸引和避免轻视优先人群。公共卫生与LGBTQ社区之间持续不断的合作伙伴关系可以促进采用引人入胜，可接受的语言开展运动。