Comparing Implementation and Effectiveness Outcomes for Two Implementation Strategies of the Keep It Up! Digital HIV Prevention Program: A Type 3 Hybrid Effectiveness-Implementation Trial

Abstract

This study sought to compare implementation and effectiveness outcomes for two delivery strategies of a digital HIV prevention intervention: community-based organization (CBO) versus direct-to-consumer (DTC). A type III hybrid effectiveness–implementation trial compared two implementation strategies of Keep It Up! (KIU!) for young men who have sex with men (YMSM) (n = 2124). Data were collected at baseline and 12-weeks in 2019–2023. DTC enrolled more participants, but CBO recruited more Black (11.7% vs. 21.7%) and Latino YMSM (27.3% vs. 32.9%). CBO enrollees were at higher HIV risk based on condomless anal sex (p