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HIV risk behavior reduction following intervention with key opinion leaders of population: an experimental analysis.
Open accessAbstract
BACKGROUND AND PURPOSE. Peer norms influence the adoption of behavior changes to reduce risk for HIV (human immunodeficiency virus) infection. By experimentally intervening at a community level to modify risk behavior norms, it may be possible to promote generalized reductions in HIV risk practices within a population. METHODS. We trained persons reliably identified as popular opinion leaders among gay men in a small city to serve as behavior change endorsers to their peers. The opinion leaders acquired social skills for making these endorsements and complied in talking frequently with friends and acquaintances. Before and after intervention, we conducted surveys of men patronizing gay clubs in the intervention city and in two matched comparison cities. RESULTS. In the intervention city, the proportion of men who engaged in any unprotected anal intercourse in a two-month period decreased from 36.9 percent to 27.5 percent (-25 percent from baseline), with a reduction from 27.1 percent to 19.0 percent (-30 percent from baseline) for unprotected receptive anal intercourse. Relative to baseline levels, there was a 16 percent increase in condom use during anal intercourse and an 18 percent decrease in the proportion of men with more than one sexual partner. Little or no change was observed among men in the comparison cities over the same period of time. CONCLUSIONS. Interventions that employ peer leaders to endorse change may produce or accelerate population behavior changes to lessen risk for HIV infection.
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“Norms feedback interventions have proven useful in reducing both substance misuse (Neville, 2015) and HIV risk behaviours (Kelly et al., 1991) separately”
From Screening and Brief Intervention for Substance Misuse: Does It Reduce Aggression and HIV-Related Risk Behaviours? (2015) · cites this paper as Kelly et al., 1991
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Gentlemen don't speak: communication norms and condom use in bathhouses
Elwood, W. N., Greene, K. L., & Carter, K. K. (2003) · Journal of Applied Communication Research · doi:10.1080/1369681032000132564 · Cited by 92
“Among the first U.S. demographic groups in which HIV emerged, MSM responded to early interventions that encouraged condom use for anal intercourse (Kelly et al., 1991, 1997; Miller, 1995; Valdiserri et al., 1989).”
BackgroundA new HIV prevention network approach: Sociometric peer change agent selection
Schneider, J. A., Zhou, A., & Laumann, E. O. (2014) · Social Science & Medicine · doi:10.1016/j.socscimed.2013.12.034 · Cited by 90
“Selection of change agents based on network position: the opinion leader In the context of HIV prevention, the most common approach to selecting change agents based upon network theory is the popular opinion leader model (POL) (Kelly et al., 1991).”
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“The C-POL approach has been extensively utilized and studied in HIV prevention both domestically and internationally (Amirkhanian et al., 2005; Jones et al., 2008; Kelly et al., 1991; Kelly et al., 1997; Kelly et al., 2006; McQuiston & Uribe, 2001; NIMH Collaborative HIV/STD Prevention Trial Group, 2010).”
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“Many researchers have suggested that intervention programs would be more successful if they focused on changing normative misperceptions ( Kelly et al., 1991, 1992; Sherman et al., 1983).”
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“The larger trial intervention was designed to influence changes in HIV risk behaviour by using public opinion leaders to disseminate HIV prevention messages in the community (Kelly et al. 1991).”
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Common reasons why peer education fails
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“Kelly and others (1991; 1992; 1997) demonstrated the efficacy of opinion leadership in face-to-face social interaction to spread safe sex practices.”
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“Indeed, Kelly’s early 1990s Popular Opinion Leader model (Kelly et al., 1991) was adapted for African-American MSM in 2003 and is now offered by the CDC as an evidencebased intervention, which suggests that adapting an intervention can be successful for other populations.”
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“In the field of HIV prevention, community opinion leaders’ models of behavior change have been successful in reducing risk behaviors in many but not all studies (Elford, Bolding, & Sherr, 2004; Kelly et al., 1991; Sikkema et al, 2005).”
The Role of Peer Support on Condom Use among Black and Latino MSM in Three Urban Areas
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“Social network interventions, such as the popular opinion leader model (Kelly et al., 1991), and the Mpowerment Project (Kegeles, Hays, & Coates, 1996) attempt to modify the behaviors and norms of individuals within broader networks of peers or acquaintances.”
BackgroundPeer education has no significant impact on HIV risk behaviours among gay men in London
Elford, J., Bolding, G., & Sherr, L. (2001) · AIDS · doi:10.1097/00002030-200103090-00018 · Cited by 73
Sherman, S. G., Gann, D. S., Tobin, K. E., Latkin, C. A., Welsh, C., & Bielenson, P. (2008) · International Journal of Drug Policy · doi:10.1016/j.drugpo.2008.02.004 · Cited by 72
If HIV Prevention Works, Why Are Rates of High-Risk Sexual Behavior Increasing among MSM?
Elford, J., & Hart, G. J. (2003) · AIDS Education and Prevention · doi:10.1521/aeap.15.5.294.23825 · Cited by 71
Lakon, C. M., & Valente, T. W. (2012) · Social Science & Medicine · doi:10.1016/j.socscimed.2012.01.011 · Cited by 71
“One interpretation is that popular members of a group set norms for behavior in a social setting (Kelly et al., 1991; Latkin, 1998) which others will follow.”
The Urban Environment and Sexual Risk Behavior among Men who have Sex with Men
Frye, V. A., Latka, M. H., Koblin, B. A., Halkitis, P. N., Putnam, S., Galea, S., & Vlahov, D. (2006) · Journal of Urban Health · doi:10.1007/s11524-006-9033-x · Cited by 71
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“…(e.g., appeals that peer group members have low HIV-risk behavior) for college students (Reeder, Pryor, & Harsh, 1997) or men who have sex with men (Kelly et al., 1991; Kelly, McAuliffe, et al., 1997; Kelly, Murphy, et al., 1997) as well as interventions to convince a variety of higher risk…”
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“A number of the programs (Elford, Bolding, & Sherr, 2001; Flowers et al., 2002; Kegeles, Hays, & Coates, 1996; Kelly et al., 1991, Kelly et al., 1997; Miller, Klotz, & Eckholdt, 1998; Shepherd, Weare, & Turner, 1997) utilized peer mentors to lead the community-based intervention, hereby using…”
Esere, M. O. (2008) · PubMed Central · Cited by 68
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Women's Social Communication About IUDs : A Qualitative Analysis
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“38 Our findings suggest that providers may be better able to address women’s concerns about IUDs if they inquire about the information women have received through their social networks.”
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“Social network oriented interventions have been effective for preventing HIV-related risk behaviors [25, 26], and for increasing HIV counseling and testing and the likelihood of identifying newly infected cases [27].”
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Sex in the New World: An Empowerment Model for HIV Prevention in Latina Immigrant Women
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Community-Based Interventions in a System of Care and Outcomes Framework
Duchnowski, A. J., Kutash, K., & Friedman, R. M. (2002) · Oxford University Press eBooks · doi:10.1093/acprof:oso/9780195134575.003.0002 · Cited by 64
STAND: A Peer Educator Training Curriculum for Sexual Risk Reduction in the Rural South
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“It is not known if these men engaged in UAI during incarceration.”
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“Such qualita tive methods are often utilized in prevention research (Patton, 1987, 2002) and are consistent with types of recommended evaluation research into programs that serve GLBT individuals (Kelly et al., 1991).”
MethodKippax, S. C. (2017) · Journal of Health Psychology · doi:10.1177/1359105317707529 · Cited by 62
Quinn, K. G., Christenson, E. A., Spector, A. L., Amirkhanian, Y. A., & Kelly, J. A. (2020) · Archives of Sexual Behavior · doi:10.1007/s10508-019-01593-x · Cited by 62
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“Kelly and colleagues [4,5], St Lawrence et al.”
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Snead, J. (2003) · Journal of Heredity · doi:10.1093/jurban/jtg035 · Cited by 62
“The work of Latkin(63) and colleagues has focused on recruiting IDUs recognized as popular opinion leaders likely to be influential to act as peer educators, based on the research of Kelly and colleagues.(64,65) Many researchers have said that future efforts should involve IDUs as more active collaborators.”
BackgroundMcDaid, L. M. (2001) · Sexually Transmitted Infections · doi:10.1136/sti.77.6.427 · Cited by 62
A behavioral‐ecological model of adolescent sexual development: A template for aids prevention
Hovell, M. F., Hillman, E. R., Blumberg, E., Sipan, C. L., Atkins, C. J., Hofstetter, C. R., & Myers, C. (1994) · The Journal of Sex Research · doi:10.1080/00224499409551762 · Cited by 62
Social Diffusion of Campaign Effects
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“The strategic use of opinion leaders as behavior change endorsers employed by campaign practitioners and researchers (e.g., Kelly, 2004; Kelly et al., 1991, 1992) is worthwhile to note in this sense.”
BackgroundMutchler, M. G., Bogart, L. M., Elliott, M. N., McKay, T., Suttorp, M. J., & Schuster, M. A. (2008) · Archives of Sexual Behavior · doi:10.1007/s10508-008-9363-8 · Cited by 60
“Our study was, to our knowledge, one of the first to recruit a sample of African-American, Latino, and White MSMW living with HIV, as well as to compare the sexual behaviors and correlates of sexual risk among these three groups directly.”
InfluentialTrafimow, D. (1994) · Journal of Applied Social Psychology · doi:10.1111/j.1559-1816.1994.tb02377.x · Cited by 60
An HIV intervention tailored for black young men who have sex with men in the House Ball Community
Hosek, S., Lemos, D., Hotton, A., Fernandez, M. I., Telander, K. J., Footer, D., & Bell, M. (2014) · AIDS Care · doi:10.1080/09540121.2014.963016 · Cited by 59
An, W. (2015) · Social Networks · doi:10.1016/j.socnet.2015.03.006 · Cited by 59
“In addition, unlike previous network interventions (e.g., Kelly et al., 1991; Latkin, 1998; Campbell et al., 2008), this study includes a random intervention.”
MethodAdapting the Popular Opinion Leader Intervention for Latino Young Migrant Men Who Have Sex With Men
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“For example, the YLP project started by gathering information on the preferences of the target population (Kelly et al., 1991).”
Stephenson, R. B., Suarez, N. A., Garofalo, R., Hidalgo, M. A., Hoehnle, S., Thai, J., Mimiaga, M. J., Brown, E., Bratcher, A. M., Wimbly, T., et al. (2017) · JMIR Research Protocols · doi:10.2196/resprot.7884 · Cited by 58
“Historically, HIV prevention efforts have focused on reducing the number of casual sex partners [10], indirectly messaging that primary partnerships pose reduced risk of HIV and conveying a misplaced sense of protection associated with primary partners [11,12].”
A Dynamic Model of Adolescent Friendship Networks, Parental Influences, and Smoking
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“Popular individuals are thought to set normative trends in their environments (Kelly et al. 1991); thus, it is likely that smoking was normative in this population.”
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“Active participant engagement, such as through group interactive sessions [15], one-on-one counseling [16], and peer leadership [17] usually results in the most significant decreases in risk behavior.”
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Modeling and Reinforcement to Combat HIV: The MARCH Approach to Behavior Change
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Winett, R. A., Anderson, E. S., Desiderato, L. L., Solomon, L. J., Perry, M. J., Kelly, J. A., Sikkema, K. J., Roffman, R. A., Norman, A. D., Lombard, D. N., et al. (1995) · Applied and Preventive Psychology · doi:10.1016/s0962-1849(05)80025-3 · Cited by 56
Self-citationExamining HIV-related Knowledge Among Adults in the U.S.
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A music-based HIV prevention intervention for urban adolescents.
Lemieux, A. F., Fisher, J. D., & Felicia Pratto, B. (2008) · Health Psychology · doi:10.1037/0278-6133.27.3.349 · Cited by 54
FAVITES: simultaneous simulation of transmission networks, phylogenetic trees and sequences
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“Behavioral intervention could in principle also impact degree distribution, another factor that we vary, but the extent of the effectiveness of behavioral interventions is unclear (Kelly et al. , 1991).”
BackgroundSocial Network Interventions for HIV Transmission Elimination
Pagkas-Bather, J., Young, L. E., Chen, Y., & Schneider, J. A. (2020) · Current HIV/AIDS Reports · doi:10.1007/s11904-020-00524-z · Cited by 53
Popular Opinion Leader Intervention for HIV Stigma Reduction in Health Care Settings
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Hubach, R. D., DiStefano, A. S., & Wood, M. M. (2012) · Sexual and Gender Diversity in Social Services · doi:10.1080/10538720.2012.721676 · Cited by 52
“…targeting YMSM incorporate key members within social networks to diffuse health information and set safer sex norms (Kegeles et al., 1996; Kelly et al., 1991; Wilton et al., 2009), these interventions do not take into consideration the potential influence of loneliness on HIV risk…”
BackgroundResultSmit, C. R., de Leeuw, R. N. H., Bevelander, K. E., Burk, W. J., & Buijzen, M. (2016) · Appetite · doi:10.1016/j.appet.2016.04.011 · Cited by 52
Go, V. F.-L., Quan, V. M., Chung, A., Zenilman, J. M., Hanh, V. T. M., & Celentano, D. D. (2002) · Social Science & Medicine · doi:10.1016/s0277-9536(01)00181-2 · Cited by 52
Friedman, S. R., Flom, P. L., Kottiri, B. J., Neaigus, A., Sandoval, M., Curtis, R., Jarlais, D. C. D., & Zenilman, J. M. (2001) · AIDS Care · doi:10.1080/09540120120043937 · Cited by 52
“Peer norms, for example, in uence sexual behaviours, including condom use, and changing these norms can change the extent of condom use (DiClemente, 1991; 1992; Friedman et al., 1994; 1999a; Kelly et al., 1991; 1992; Leland & Barth, 1992; Pendergast et al., 1992).”
BackgroundDifferences in HIV Risk Characteristics Between Bisexual and Exclusively Gay Men
Heckman, T. G., Kelly, J. A., Sikkema, K. J., Roffman, R. A., Solomon, L. J., Winett, R. A., Stevenson, L., Perry, M. J., Norman, A. D., & Desiderato, L. L. (1995) · AIDS Education and Prevention · doi:10.1521/aeap.1995.7.6.504 · Cited by 52
Self-citationXu, J., Reilly, K. H., Lu, C.-M., Ma, N., Zhang, M., Chu, Z., Wang, J., Yun, K., & Shang, H. (2011) · BMC Public Health · doi:10.1186/1471-2458-11-287 · Cited by 53
“Peer education has been demonstrated to be an effective means of reaching both MSM and student populations to promote healthy behaviours, which may be used to reduce their risk of HIV infection [28-31].”
Background“It’s Cool to Care about Sexual Violence”
Piccigallo, J. R., Lilley, T. G., & Miller, S. L. (2012) · Men and Masculinities · doi:10.1177/1097184x12458590 · Cited by 51
“…that peer education has a self-reinforcing effect on the educators in that they tend to absorb and commit to the messages that they deliver in the prevention programs (Kelly et al.1991; National Hemophilia Foundation 1994; O’Hara et al. 1996; Rickert, Jay, and Gottlieb 1991; Slap et al. 1991).”
BackgroundSchneider, J. A., Cornwell, B. T., Jonas, A. B., Lancki, N., Behler, R. L., Skaathun, B., Young, L. E., Morgan, E., Michaels, S., Duvoisin, R., et al. (2017) · Network Science · doi:10.1017/nws.2016.27 · Cited by 51
“These findings have important implications for interventions that aim to leverage network members to enact behavioral change (Kelly et al., 1991; Kohler et al., 2007; Schneider et al., 2015; Valente, 2010, 2012).”
BackgroundSivaram, S., Srikrishnan, A. K., Latkin, C. A., Johnson, S. C., Go, V. F.-L., Bentley, M. E., Solomon, S., & Celentano, D. D. (2004) · AIDS Education and Prevention · doi:10.1521/aeap.16.2.137.29393 · Cited by 51
Romano, J. L., & Netland, J. D. (2007) · The Counseling Psychologist · doi:10.1177/0011000007301670 · Cited by 51
“…communication that emphasizes cognitive processes that mediate behavioral change; the trans-theoretical model (TTM; Prochaska, DiClemente, & Norcross, 1992) is a stage theory of change; and diffusion theory (Kelly et al., 1991) emphasizes group leader behaviors to transform group behavior.”
BackgroundRelational frame theory: A new paradigm for the analysis of social behavior
Roche, B. T., Barnes‐Holmes, Y., Barnes‐Holmes, D., Stewart, I., & O’Hora, D. P. (2002) · The Behavior Analyst · doi:10.1007/bf03392046 · Cited by 51
“Indeed, this conclusion has been supported by intervention studies that have found that the safesex practices employed by eminent members of social groups were eventually emulated by members of those groups (Kelly et al., 1991, 1992; Wulfert & Biglan, 1994).”
BackgroundEcology, Community, and AIDS Prevention
Hobfoll, S. E. (1998) · American Journal of Community Psychology · doi:10.1023/a:1021838325362 · Cited by 50
A Method for Evaluating the Economic Efficiency of HIV Behavioral Risk Reduction Interventions
Pinkerton, S. D., & Holtgräve, D. R. (1998) · AIDS and Behavior · doi:10.1023/a:1022133716954 · Cited by 50
keyplayer: An R Package for Locating Key Players in Social Networks
An, W., & Liu, Y.-H. (2016) · The R Journal · doi:10.32614/rj-2016-018 · Cited by 49
“For example, Kelly et al. (1991) and Latkin (1998) trained peer leaders as educators to promote HIV prevention.”
BackgroundPrevalence, patterns, and correlates of spit tobacco use in a college athlete population
Walsh, M. M., Hilton, J. F., Ernster, V. L., Masouredis, C. M., & Grady, D. G. (1994) · Addictive Behaviors · doi:10.1016/0306-4603(94)90064-7 · Cited by 49
Pandor, A., Kaltenthaler, E., Higgins, A., Lorimer, K., Smith, S. M., Wylie, K. R., & Wong, R. (2015) · BMC Public Health · doi:10.1186/s12889-015-1448-4 · Cited by 47
“It remains important to note that new interventions have been developed from those conducted in the prehighly active antiretroviral era (HAART), and are rated as ‘best evidence’ by the CDC, such as Kelly’s ‘Popular Opinion Leader’ intervention adapted for AfricanAmerican men who have sex with men [51].”
BackgroundTrickett, E. J. (2002) · The Journal of Primary Prevention · doi:10.1023/a:1019964215050 · Cited by 48
Social networks, normative influence and health delivery in rural Bangladesh
Gayen, K., & Raeside, R. (2007) · Social Science & Medicine · doi:10.1016/j.socscimed.2007.03.037 · Cited by 46
Peer-led HIV prevention among gay men in London: Process evaluation
Elford, J., Sherr, L., Bolding, G., Serle, F., & Maguire, M. (2002) · AIDS Care · doi:10.1080/09540120220123739 · Cited by 48
“The intervention closely followed the model developed by Kelly and colleagues in the USA (Kelly et al., 1991; 1992; 1997).”
BackgroundMethodResultTargeted HIV-Prevention Programs
Jarlais, D. C. D., PADIAN, N. S., & Winkelstein, W. (1994) · New England Journal of Medicine · doi:10.1056/nejm199411243312112 · Cited by 48
Interventions for Adolescents in Community Settings
Jemmott, J. B., & Jemmott, L. S. (1994) · AIDS prevention and mental health · doi:10.1007/978-1-4899-1193-3_8 · Cited by 48
Roche, B., Barnes, D., & Smeets, P. M. (1997) · Journal of The Experimental Analysis of Behavior · doi:10.1901/jeab.1997.68-143 · Cited by 52
Sriranganathan, G., Jaworsky, D., Larkin, J., Flicker, S., Campbell, L. A., Flynn, S., Janssen, J., & Erlich, L. (2010) · Health Education Journal · doi:10.1177/0017896910386266 · Cited by 46
Li, J., Weeks, M. R., Borgatti, S. P., Clair, S., & Dickson‐Gómez, J. (2012) · Substance Use & Misuse · doi:10.3109/10826084.2012.644097 · Cited by 46
“While some peer intervention models emphasize careful selection of peer opinion leaders (Kelly et al., 1991; Kelly et al., 1992; Kelly et al., 1997), others leave open the opportunity to become a peer interventionist to any member of the target population who is willing and has the potential to…”
Metadata
- Authors
- Kelly, J. A., St Lawrence, J. S., Diaz, Y. E., Stevenson, L. Y., Hauth, A. C., Brasfield, T. L., Kalichman, S. C., Smith, J. E., & Andrew, M. E.
- Affiliations
- University of Mississippi Medical Center (US)
- Venue
- American Journal of Public Health
- Publisher
- American Public Health Association
- Published
- 1991-02
- Volume
- 81
- Issue
- 2
- Pages
- 168-171
- ISSN
- 0090-0036 (ISSN-L)
- 1541-0048
- PMC
- PMC1404968
- OpenAlex
- W2012749243
- Cited by
- 736
- References
- 10
- Citations by year
- 2026: 9 · 2025: 7 · 2024: 14 · 2023: 7 · 2022: 22 · 2021: 17 · 2020: 17 · 2019: 19 · 2018: 26 · 2017: 25 · 2016: 17 · 2015: 30 · 2014: 31 · 2013: 28 · 2012: 29
- FWCI
- 19.99
- Type
- journal article
- Language
- en
- Open access
- bronze
- doi.org
- Locations
- American Journal of Public Health (publishedVersion)
- PubMed Central (publishedVersion)
- PubMed (publishedVersion)
- Funders
- National Institutes of Health (5r01mh042908-11)
- National Institute of Mental Health (R01 MH 42908)
- Topics
- Health Sciences › Medicine › Infectious Diseases › HIV/AIDS Research and Interventions
- Health Sciences › Medicine › Epidemiology › HIV, Drug Use, Sexual Risk
- Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Adolescent Sexual and Reproductive Health
- Keywords
- HIV risk behavior, peer leaders, opinion leaders, gay men, unprotected anal intercourse, condom use, sexual partners, peer norms, community-based intervention, HIV prevention, gay clubs
- MeSH terms
- Community Participation, Health Education, Homosexuality, Humans, Male, Risk Factors, Sexual Behavior, HIV Infections
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