Seattle, WA – Project Pepe, a new social impact campaign focusing on free confidential HIV testing for Latino men 18-25 years old was recently launched in the Seattle area through a National Institutes of Health grant to the University of Washington and King County.
Pepe’s mission is to draw attention to the importance of HIV testing, education and prevention in Latino communities. The campaign’s theme is “Test & Enjoy Life.” (Hazte la prueba y disfruta la vida.)

Pepe represents a character who encourages testing and safe sex unique to the young Latino male community, said Rosa Solorio, Assistant Professor of Health Services and Adjunct Assistant Prof. in Global Health, and the principal investigator for Project Pepe. Solorio, MD, MPH, said Pepe will be a “secret” code name to encourage HIV testing.

"Pepe is there to assure privacy and protection," she said.

Latinos are disproportionately affected by HIV/AIDS, with an annual incidence rate three times greater than those of non-Latino whites, said Solorio. She said more than 90 percent of Latino men who undergo HIV testing will receive good news, giving them an opportunity to practice safe sex and remain HIV free.
Solorio said Latinos are at greater risk for delayed diagnosis compared to non-Latino whites and this delay in HIV diagnosis is something the campaign seeks to address. Although urban areas have expanded HIV testing, in Western states such as California and Washington, Latino immigrants continue to be diagnosed significantly later than non-Latino whites, she said.

Individuals unaware they are living with HIV are less likely to benefit from treatment and are estimated to be 3.5 times more likely to transmit HIV to others compared to individuals who are aware of being HIV positive, Solorio said.
She said studies indicate 70% who find out they are HIV positive stop having unsafe sex; therefore, timely knowledge of a positive HIV status offers substantial public health benefits.

Our focus group testing has shown how fear of a positive result, lack of perceived benefits, concerns over confidentiality of testing, finances, denial of risk and cultural factors, lead to young men avoiding getting tested, she said.
“This campaign was designed to help make high-impact prevention possible by reducing fear with HIV testing,” said Activate Communications Consultant Pamela Norton-Shelpuk. “Pepe is engaging with them via mobile, social, radio and online channels to help change behaviors to test and live, thereby decreasing the toll of HIV on our nation.”

Adelante Media Group will partner with the Pepe Campaign in the Seattle market and promote the free HIV testing on their radio and television stations.
Meet Pepe at www.TuAmigoPepe.com.