Community-based participatory research (CBPR) has emerged as an alternative research approach to health campaign development (Guta et al., 2013; Neuhauser, Kreps, & Syme, 2014). CBPR involves close cooperation of researchers and community members in attempt to create community capacity and knowledge to promote sustainable social change and improve community health (Amendola, 2013; Rhodes et al., 2013; Guta et al., 2013; Neuhauser, Kreps, & Syme, 2014). CBPR represents a multi-stage model, addressing preparation, testing, implementation and evaluation of the results for effective campaign development.
The focus of the “Mi Cuerpo, Mi Responsibilidad: Atitlan Contra VIH/SIDA” campaign is to utilize the CBPR model to design an HIV/AIDS prevention campaign targeting young adults (18-25 years) in the Tz'utujil Mayan community of Santiago Atitlán Guatemala. This study is significant because it is the first of its kind to utilize CBPR to assess attitudes and beliefs specifically about HIV/AIDS to address the needs of this indigenous community.