Testing Makes Us Stronger™: Evaluating the correlation between exposure and intermediate outcomes targeted by the campaign's messages

Abstract Objectives To examine whether self-reported exposure to Testing Makes Us Stronger™ (TMUS), an HIV testing health communication campaign for black gay, bisexual, and other men who have sex with men (BMSM), was associated with key intermediate outcomes targeted by the campaign’s messages. Methods Data from sexually active, HIV-negative or unknown status BMSM aged 18–44 ( N  = 590) were collected through an anonymous Web-based survey that measured sociodemographics, campaign exposure, attitudinal beliefs, normative beliefs, self-efficacy, and HIV testing intentions, among other variables. The association between exposure to TMUS and intermediate outcomes was evaluated using propensity-score weight adjusted correlations. Results Exposure to TMUS was high (43%) among the priority audience. Exposure to the campaign was correlated with 8 of 11 intermediate outcomes measured, including key attitudinal beliefs about the accessibility of the test and benefits to the individual, injunctive norms, self-efficacy, and HIV testing intention. Conclusion Adhering to principles of effective campaign design, such as using theory as a conceptual foundation for message design, can increase a campaign’s chances for successfully meeting its goals and objectives. Practice Implications Findings from this study can be used to inform message design for other communication efforts to promote HIV testing among BMSM.