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<p>In Kazakhstan, almost a quarter of HIV infections are estimated to be among adolescents and young adults (AYA). However, AYA have low testing rates, partially due to stigma. A nationwide digital crowdsourcing open call invited AYA ages 13–29&#xa0;years old to create media content that could reduce HIV stigma in order to promote testing among peers. This study examines the format and content of entries to the open call, exploring whether AYA address key points about stigma and testing identified by public health professionals. The content analysis framework was informed by Nyblade et al.’s concept of immediately actionable drivers of stigma: awareness of stigma, fear of HIV acquisition, attitudes, and institutional environment. Additional codes examined content type, tone, AYA-specific appeal, social support, and testing messages. The open call received 96 entries, representing almost all provinces in Kazakhstan. AYA submitted more videos/images (67%) compared to other types of content. Most content was emotive in tone (60%) and included features with AYA-specific appeal (80%). Nearly a third of entries referenced the impact of social support. Eighty-eight percent included at least one driver of stigma; most addressed them in a positive way, but some perpetuated stigmatizing ideas. Finally, 60% explained the importance of HIV testing, mainly focusing on health implications. Findings suggest AYA are willing to submit to open calls and can produce creative, relevant content to address HIV stigma and promote testing. A minority of entries included potentially stigmatizing content, highlighting the importance of a structured, multi-phase judging process in crowdsourcing.</p>

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A Content Analysis of Digital Crowdsourced Messages to Reduce HIV Stigma and Promote Testing Among Adolescents and Young Adults in Kazakhstan

  • 期刊论文

  • 发表日期：

    2026年4月4日

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  • Sara E. Landers,
  • Yihang Sun,
  • Akbota Tolegenova,
  • Katherine McNabb,
  • Yang Zhao,
  • Azamat Kuskulov,
  • Laura Nyblade,
  • Joseph D. Tucker,
  • Olga Balabekova,
  • Denis Gryazev,
  • Gaukhar Mergenova,
  • Alissa Davis,
  • Alfiya Y. Denebayeva,
  • Ainur Absemetova,
  • Gulnar Bekenova,
  • Ludmila Polyakova,
  • Marina Maximova,
  • Sholpan Karzhaubayeva,
  • Sairankul Kassymbekova,
  • Zhannat Mussina,
  • Zhanneta Kanaevna Zhazykbaeva,
  • Aikerim Utegulovna Akhmetova,
  • Vitaliy Vinogradov,
  • Amir Shaikezhanov,
  • Meruyert Darisheva,
  • Bella Orynbetova,
  • Elena Norakidze,
  • Aknur Imadillda,
  • Dariga Satkhozhina,
  • Alikhan Kartamyssov,
  • Zhamilya Kanieva,
  • Albina Aleshina,
  • Olzhas Makhan,
  • Aida Muravyova,
  • Adema Rahimzanova,
  • Arman Duisenbayev,
  • Zhanerke Tursynbek,
  • Nurgazy Dias,
  • Malika Beken,
  • Miras Murzakhan,
  • Zhandos Ali Brown,
  • Artur Li,
  • Sandizaira Mergen,
  • Dautali Mergenov,
  • Amirali Kuanysh,
  • Anuar Rakhimbekov,
  • Yenlik Baisbay,
  • Alibek Aruzhan,
  • Zhasmina Kozhambet,
  • Denis Grebenchishikov,
  • Dmitriy Bekker,
  • Sultan Kozhamberdiev,
  • Dauren Salykov,
  • Madina Sagimbayeva,
  • Kamila Yussupova,
  • Mashirov Kozhakhmet

摘要

In Kazakhstan, almost a quarter of HIV infections are estimated to be among adolescents and young adults (AYA). However, AYA have low testing rates, partially due to stigma. A nationwide digital crowdsourcing open call invited AYA ages 13–29 years old to create media content that could reduce HIV stigma in order to promote testing among peers. This study examines the format and content of entries to the open call, exploring whether AYA address key points about stigma and testing identified by public health professionals. The content analysis framework was informed by Nyblade et al.’s concept of immediately actionable drivers of stigma: awareness of stigma, fear of HIV acquisition, attitudes, and institutional environment. Additional codes examined content type, tone, AYA-specific appeal, social support, and testing messages. The open call received 96 entries, representing almost all provinces in Kazakhstan. AYA submitted more videos/images (67%) compared to other types of content. Most content was emotive in tone (60%) and included features with AYA-specific appeal (80%). Nearly a third of entries referenced the impact of social support. Eighty-eight percent included at least one driver of stigma; most addressed them in a positive way, but some perpetuated stigmatizing ideas. Finally, 60% explained the importance of HIV testing, mainly focusing on health implications. Findings suggest AYA are willing to submit to open calls and can produce creative, relevant content to address HIV stigma and promote testing. A minority of entries included potentially stigmatizing content, highlighting the importance of a structured, multi-phase judging process in crowdsourcing.