The Centers for Disease Control and Prevention (CDC), in partnership with FHI 360, enlisted Nativa to gain insights into how Latino gay men seeking men (MSM) communicated on social platforms. The CDC also sought to evaluate the tone and effectiveness of their ongoing HIV awareness campaign, “Reasons,” while identifying key opinion leaders to help promote HIV testing and increase engagement at community events across the U.S.

To meet the CDC’s objectives, Nativa utilized a combination of automated and manual search tools to monitor and analyze online conversations by Latino MSM across platforms like Facebook, Instagram, Twitter, and YouTube. The same tools were applied to identify influential voices at both local and national levels who could bolster the “Reasons” campaign and promote HIV testing through partnerships and live event participation.

Key actions taken by Nativa included:

• Using social listening tools to analyze conversations among Latino MSM on various social platforms.
• Identifying key opinion leaders with the ability to influence at both local and national levels.
• Evaluating the reach and tone of the existing “Reasons” campaign messaging.

Nativa’s analysis allowed the CDC to gain a clearer understanding of how the Latino MSM community engaged in discussions related to HIV on social platforms. Additionally, Nativa successfully connected the CDC with influential local and national figures to serve as ambassadors for the “Reasons” campaign. These leaders played a pivotal role in supporting the campaign through live events and promotional efforts aimed at increasing awareness of HIV testing.