Youth insights on a digital crowdsourcing intervention to reduce HIV stigma in Kazakhstan

Abstract Background In Kazakhstan, nearly a quarter of new HIV infections occur among adolescents and young adults (AYA). Testing can reduce the spread of HIV, yet AYA have low testing rates in Kazakhstan, due in part to HIV-related stigma. This qualitative paper explores participants’ perceptions of digital crowdsourcing content designed to reduce HIV stigma and promote HIV self-testing among AYA in Kazakhstan. Methods We conducted semi-structured interviews with 20 AYA who participated in a digital crowdsourcing intervention. Questions focused on AYA’s perceptions of the crowdsourced content they viewed for the intervention, namely their likes, dislikes, the perceived impact of the content, and areas for improvement. Qualitative data analysis was conducted using a thematic approach. Results Findings revealed a perceived need for more youth-developed digital interventions. AYA favored artistic, interactive content featuring health specialists, youth characters, or real-life stories. Short videos and images were AYA’s favorite content formats. Many AYA showed less interest in longer videos and text-heavy content, finding them hard to understand. Most participants reported improved knowledge of HIV, reduced stereotypes related to HIV, heightened interests in HIV topics, more willingness to get tested, and changes of attitudes towards people living with HIV. Recommendations for future interventions include tailoring content to different AYA age groups and creating more engaging and easily digestible content. Conclusions This study highlights the potential of crowdsourced digital interventions in promoting HIV knowledge and awareness of HIV-related stigma among AYA in Kazakhstan. AYA appreciated youth-developed, interactive content that included real-life stories and artistic visual presentations. Key messages • This study highlights the potential of crowdsourced digital interventions in promoting HIV knowledge and awareness of HIV-related stigma among AYA in Kazakhstan. • AYA appreciated youth-developed, interactive content that included real-life stories and artistic visual presentations.