Using Research and Expert Consultations to Develop Educational Materials for a National HIV Vaccine Research Initiative

Theoretical Background and research questions/hypothesis:  The National Institute of Allergy and Infectious Diseases (NIAID) HIV Vaccine Research Education Initiative (NHVREI) aims to increase awareness and understanding of HIV vaccine research among U.S. populations most affected by HIV/AIDS. NHVREI employed a multiphase formative research strategy to ensure educational materials meet needs and interests of these "priority" populations—heterosexual African American and Hispanic/Latino men and women, and men of any race/ethnicity who have sex with men (MSM).

Methods:  Nine sixty-minute telephone interviews with representatives from HIV/AIDS stakeholder organizations; seven in-person, two-hour focus groups with NHVREI’s priority populations; and a series of expert consultations with partners of NHVREI were conducted. During interviews, groups, and consultations, participants were asked to provide feedback regarding their perceptions of four draft mock-ups of posters, brochures, and websites. Draft concepts were designed based on earlier exploratory research to understand barriers and facilitators to interest in HIV vaccine research. The concepts addressed altruism, concern for one’s community/family, being part of a movement, and the benefits of an HIV vaccine. Notes from interviews and consultations and transcripts from focus groups were reviewed for recurring themes and similarities and differences.  

Results:  Across audiences, participants agreed that the concept for HIV vaccine research educational materials must suggest that “we are all in this together” (i.e., everyone should be concerned about HIV vaccine research). With few exceptions, participants wanted the concept to suggest that everyone is both at risk for HIV and part of the solution. Participants recommended that the concept feature a large, diverse group of individuals. Participants did caution that those individuals not visually featured on materials would not consider themselves to be part of HIV prevention research. Participants further identified the need for concepts to feature “real people,” not models. Many wanted to see individuals that they could relate to and that looked like them. Participants were mixed on the inclusion of children in materials about HIV vaccine research. Some did not associate HIV with children while others suggested that including children in the images provides a hopeful message and encourages altruism. To enhance the presentation, draft and finalized educational materials will be displayed. Results will address how perceptions of imagery, language, and colors varied by audience.

Conclusions:  The multiphase research strategy demonstrated that one concept that reflected all audiences could have appeal across NHVREI’s priority populations. Materials were developed using a concept that included “real people” with personal interests in HIV vaccine research. Preliminary feedback suggests that these materials meet the needs of the initiative’s audiences.

Implications for research and/or practice:  Formative research and expert consultations should be used to guide the development of educational materials. Both end-users and intermediaries should be consulted to ensure materials are engaging and meet the needs of all parties. Although models and stock photography are readily available, having “real people” with stories related to a topic can be the most powerful message.