The added value of web listening understanding HIV risk, prevention and communication needs in Italy

BACKGROUND: Institutional communication on sexually transmitted infections (STI) and HIV requires a thorough understanding of the population's information needs and awareness on the subject. Therefore, the National Institute of Health, in collaboration with the Ministry of Health, conducted a web listening study to set up more effective communication campaigns. METHODS: The analysis of all conversations in Italian was conducted, from October 2021 to September 2022, through Blogmeter Suite, an integrated Social Listening platform. Data extraction was done by analyzing a database of more than 2 billion indexed documents (sources: Facebook, Twitter, Instagram, YouTube, TikTok, Twitch, forums, blogs, news sites, and app reviews such as Google Play and App Store) and containing at least one keyword among AIDS, HIV, HIV testing, STI. RESULTS: The term AIDS constitutes 48% of the total posts on STI, and conversations about it take place 62.7% on Facebook. TikTok and Instagram are the sources where there is the most interaction. Spikes in conversations about AIDS and HIV occurred in conjunction with news events and dedicated events. Younger generations have limited awareness of HIV risks and prevention. The barrier to HIV testing is cost, and it is found that not everyone is aware of self-testing. Stigma is related to the problem of anonymity, especially in the work environment, due to fear of career repercussions. CONCLUSIONS: Data analysis shows that among STIs, HIV, represents the area of greatest concern. Awareness among the population is low, discussions related to seasonality and news events, and people at the time of diagnosis try to avoid their general practitioner, especially if they live in small towns and take refuge in more secretive network locations. KEY MESSAGES: • The analysis highlights how crucial evolution in institutional communication is. • Topics such as testing, stigma and, especially for young people, HIV risks and prevention need to be explored.