Estrategias de prevención del VIH/sida en hombres mayas migrantes de Yucatán: aportes desde la mercadotecnia social

Abstract

There has been an increase in the amount of research that shows how migration status influences an increased risk of acquiring HIV/AIDS. The findings show that structural conditions of inequality lead to greater vulnerability. In Mexico, those who come from rural or indigenous populations face greater material shortage and abuses of their human rights. To achieve a better impact on prevention, less explored health promotion models need to be applied. The present work, carried out in two localities in southern Yucatan, shows how social marketing is a relevant and effective tool to build HIV/AIDS prevention strategies among the male Mayan population migrating to regional destinations. The research was carried out in two stages: a) the collection of data through the application of surveys that explore socio-demographic data, vulnerability factors, knowledge about HIV/AIDS and risk practices, which served as input for the second stage; b) the collaborative development of a prevention strategy based on Lee and Kotler Social Marketing model. With this we identified the desired outcomes for health; the threats to achieving those outcomes; the behavioral changes sought; the main barriers; the messages to be strengthened in interpersonal communication; the attitudes and knowledge that existed in response to the phenomenon. Finally, in collaboration with the participants we created a video and a play that were accepted in both communities.