STATUS IS EVERYTHING
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The document summarizes the results of a social marketing campaign conducted by the African American Office of Gay Concerns to increase HIV/STI testing among African American men who have sex with men (AAMSM) in Newark, New Jersey. The campaign utilized various media platforms and offered incentives to encourage testing. Focus groups provided feedback that informed campaign materials. The campaign resulted in over 500 men being tested, nearly 5,000 website visits, and growing social media engagement. Lessons learned included the need for continually updated materials and the ineffectiveness of using only social networking. Going forward, the organization will become an HIV rapid testing site.
STATUS IS EVERYTHING
- 1. STATUS IS EVERYTHING Gary Paul Wright Executive Director, African American Office of Gay Concerns
- 3. SOCIAL MARKETING CAMPAIGN GOALS To increase awareness of and access to culturally sensitive HIV testing and STI screening services in the Greater Newark Area To increase the number of African American Men who have Sex with Men (AAMSM) getting tested for HIV and other STIs in the Greater Newark Area, with particular emphasis on Young Men of Color who have Sex with Men (YMCSM)
- 4. SOCIAL MARKETING CAMPAIGN Utilize modern technology (Internet, Texting, Video) Partner with Health Care Facilities Offer Incentives Existing Media Hotline
- 5. FOCUS GROUPS MSM between the ages of 30-40 MSM who are over the age of 40 YMSM (Young Men Who Have Sex with Men), between the ages of 16-24, who identify as “House Kids” but participated in current HIV/AIDS prevention funded drop-in centers YMSM who were not “House Kids” (Two focus groups were held due to the large numbers of YMSM who were recruited)
- 6. RESULTS FROM FOCUS GROUPS Posters Internet Palm Cards Website Interior Bus Ads Cable Television Exterior Bus Ads YouTube Light Rail System Facebook Billboards Hook-up Sites Social Networking
- 10. STATUS IS EVERYTHING! (website) It’s not just a slogan anymore. As more young men of color engage in risky sexual behaviors, it’s even more important to know your status—whether or not you are HIV infected. No matter how you get down; gay, str8, bi, DL, trans, top, bttm, or vers…be responsible…SEXsponsible….because knowing your status leads to a healthier lifestyle Get Tested. It’s Private. It’s Fast. It’s Accurate.
- 12. FINAL CAMPAIGN RESULTS 562 MSM were tested 937 persons texted to 47 individuals tested 36363 HIV positive Almost 5,000 unique Age range of men tested visitors to the website were between 14 and 68 Over 22,349 followers on Majority identified risk Twitter for HIV infection was Facebook unique visitors unprotected anal and ranged from a low of 143 oral sex (8/10) to a high of 612 (3/11)
- 13. LESSONS LEARNED Social Marketing Using a Social campaign worked well for Networking Strategy individuals ages 16-34 Failed Use of local community models and the backdrop Materials must be of Newark was cited in changed and updated groups as being unique constantly to keep the and relevant to the target campaign relevant. population Using Facebook, Twitter and banner ads on websites can all be changed quickly.
- 14. CASTING CALL FOR SIE 2.0 AAOGC DECEMBER 2010
- 15. SIE 2.0
- 16. In June, 2011, the federal government launched its first targeted effort to reach African American MSM—40 years into the AIDS epidemic. The CDC has designated $2.5 million towards the development of the Know Where You Stand campaign.
- 17. LOOKING TOWARDS THE FUTURE As a result of the SIE campaign, the AAOGC will soon become a designated HIV Rapid Testing site. We are partnering with UMDNJ’s Adult ID Clinic, working under the auspices of the Robert Wood Johnson HIV Testing Services.
- 18. THANK YOU. For more information, call the AAOGC at 973-639-0700. Or check us out at www.aaogc.org or www.statusiseverything.org