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PrEP4Love

Also: #PrEP4Love

Sex-positive PrEP campaign launched in Chicago in 2016 by the AIDS Foundation of Chicago and the Chicago PrEP Working Group. Its ads showed Black gay men and transgender women in intimate scenes to cut stigma around PrEP and tell people where to get it.

Years
2016–now
Country
United States
Topic
HIV/STI
Asks people to
Reduce stigmaStart
Strategy
Service linkStigma reduction
Channel
OutdoorSocial (organic)Social (paid)
Audience
MenYoung adults
Young Black men who have sex with men and transgender women in Chicago.

Evidence

ObservationalPositive

Survey of 700 young MSM and transgender women (Phillips 2020): 76% had seen the ads. Those who had seen them were more likely to have taken PrEP in the past 6 months (OR 1.87) and to be out to their providers (OR 1.95). Qualitative and geospatial studies also reported backlash and stigma in some neighborhoods.

Sponsor (who paid)

  • AIDS Foundation of Chicago NGO, creator
  • Chicago PrEP Working Group NGO, partner

Credits (who made it)

Not recorded yet.

Sources

  1. Phillips G et al. PrEP4Love: The Role of Messaging and Prevention Advocacy in PrEP Attitudes, Perceptions, and Uptake Among YMSM and Transgender Women. J Acquir Immune Defic Syndr 2020;83(5):450-456 evaluation · 2020 · DOI 10.1097/QAI.0000000000002297 · PMID 31939870
  2. Keene LC et al. #PrEP4Love: success and stigma following release of the first sex-positive PrEP public health campaign. Cult Health Sex 2021;23(3):397-413 evaluation · 2021 · DOI 10.1080/13691058.2020.1715482 · PMID 32212962
  3. Phillips Ii G et al. Geospatial perspectives on health: The PrEP4Love campaign and the role of local context in health promotion messaging. Soc Sci Med 2020;265:113497 evaluation · 2020 · DOI 10.1016/j.socscimed.2020.113497 · PMID 33187750
  4. Dehlin JM et al. #PrEP4Love: An Evaluation of a Sex-Positive HIV Prevention Campaign. JMIR Public Health Surveill 2019 evaluation · 2019 · DOI 10.2196/12822 · PMID 31210141

Research notes

Created 2026-10-22 by literature mining (PubMed/OpenAlex); evidence level, outcome and findings are paraphrased from the evaluation abstracts, full texts not read. No credits: no page naming an agency was checked. Cross-sectional; exposure is self-reported. US-IL (Chicago). Start year 2016 from secondary sources (first sex-positive PrEP campaign); confirm in Dehlin 2019 full text. Evaluation sources added 2026-10-22 (citation snowballing / helpline pass): Dehlin 2019; evidence level and outcome unchanged.

Record cases/chicago-prep4love.json, updated 2026-10-22· Link to this campaign