TABLE 3 |.

Recommendations for communicating about HIV disparities.

✓ Use progress framing and appeals that evoke positive emotions that motivate action (e.g., hope, encouragement, positive roles) rather than messages that evoke sadness and can be demotivating (Lazarus, 1991; Nicholson et al., 2008; Friedman et al.’s, 2014; Landrine and Corral, 2015; Frederick et al., 2016).

✓ Address distrust in disparities information by ensuring data are transparent and presented credibly (Nicholson et al., 2008). For example, include verifiable sources of information, such as a publicly accessible website, and information about data collection and how rates are derived.

✓ Recognize social and societal factors that contribute to HIV disparities while also motivating individuals to “take charge” (e.g., adopt specific behaviors) by including a strong efficacy message regarding what actions individuals have the power to take (Lundell et al., 2013; Friedman et al.’s, 2014). It may also be useful to take a social justice approach within messages, focusing on resiliency—at both the individual and community levels—as a means to address disparities (Matthews et al., 2016).

✓ Use images and exemplars strategically to avoid reinforcing stereotypes (Coleman and Hatley Major, 2014). Pretest images with members ofthe target audience to ensure they are not offensive (Uhrig et al., 2017).

✓ Carefully consider the use of cultural symbols and themes (Institute of Medicine, 2002). When developing messages, ask the following: Will the use of cultural themes stereotype the population? Are there individuals or groups that may be excluded or stigmatized when cultural themes are a dominant part of the communication intervention? Are cultural symbols or themes used in a messsage relevant to the advocated behavior (as identified through formative research), or do they represent outside perceptions of what may be valued or familiar to the audience (i.e., stereotypes)?