Sextagram: Evaluating an Italian Instagram-Based Health Campaign Against AIDS

Abstract

The use of social media for disseminating health information to adolescents and young adults has garnered significant ttention, showing promising results. Younger audiences increasingly prefer social media and mobile aggregators for their informative needs, considering these platforms reliable sources, particularly for sexual health and general health topics. This paper discusses the findings of a two-year project conducted in Italy—in collaboration with a group of non-profit organizations—funded by The Ministry of Health, intending to explore social media-based health communication strategies aimed at prevention for individuals aged 18 to 25. The objective was to leverage Instagram to engage young people, enhancing awareness about the risks of STIs and HIV/AIDS and promoting preventive behaviors. By analyzing two contrasting perspectives on health communication methods and the results in terms of engagement metrics and user feedback in the chosen profile, the study provides insights into social approaches for health communication and social representations of sexuality in the digital age, demonstrating risks and advantages of the use of platforms to influence health knowledge among young audiences.