Adapting TikTok and behavioral economics for youth-centered HIV prevention and PrEP education in the Philippines.

Abstract

Social media platforms such as TikTok offer new opportunities for youth-centered HIV prevention and pre-exposure prophylaxis (PrEP) education. Prior evidence shows that young people respond best to short, authentic, and gain-framed messaging. This study aims to contextualize these findings within the Philippine setting and propose strategies that align with youth behavior, local policies, and national health priorities. Relevant literature on behavioral economics, HIV prevention, and digital engagement among Filipino youth and cis-MSM was reviewed and interpreted alongside existing education policies. Evidence demonstrates that gain-framed, relatable, and peer-influenced messaging can enhance PrEP awareness and engagement. Integration into school curricula and multilingual delivery further strengthens reach of PrEP awareness and engagement. Adapting behavioral economics and social media strategies to the Philippine context can support inclusive, culturally aligned HIV prevention and guide future research under the national priorities.