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Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
Texas HIV/STD Conference: Greater Than AIDS
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Texas HIV/STD Conference: Greater Than AIDS

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  • 1. GREATER THAN AIDS Inspiring a National Movement in Response to AIDS in America
  • 2. Title " We have a stake in one another, what binds us together is GREATER THAN what drives us apart. If enough people believe in the truth of that and act on it then we might not solve every problem, but we can get something meaningful done." Barack Obama December 1, 2006 (World AIDS Day)
  • 3. WHERE WE ARE TODAY The State of AIDS in America
  • 4. The Big Picture More than ONE MILLION Americans are now living with HIV/AIDS Among those living with HIV/AIDS … About HALF are not receiving Every new 56,0009 ½ min. regular care someone is HIV infections infected with each year in ONE IN FIVE HIV in the the U.S. U.S. do not know they are positive U.S Centers for Disease Control & Prevention
  • 5. America’s Two Epidemics Percent of AIDS Cases, Adults & Adolescents by Race 70% 60% Black 50% 40% White 30% 20% Hispanic 10% 0% 1985 2007 Year of Diagnosis U.S Centers for Disease Control & Prevention, 2007
  • 6. Nearly Half of New Infections Among Blacks White 35% 66% 45% Black 12% 15% Latino 17% Other U.S. Population New HIV Infections 2006 U.S Centers for Disease Control & Prevention, 2006
  • 7. Northeast and South Hardest Hit by AIDS AIDS Case Rate per 100,000 by Region As % of all 16.4 people living 15.1 with HIV in U.S. 11.9 8.9 6.1 18% 37% 22% 23% Nationally Northeast South Midwest West U.S Centers for Disease Control & Prevention, 2007
  • 8. New HIV Infections by Age and Race Nationally Black Americans 50+ 50+ 10% 10% 13-29 13-29 40-49 34% 40-49 38% 25% 24% 30-39 30-39 27% 31% U.S Centers for Disease Control & Prevention, 2006
  • 9. New HIV Infections Among by Gender and Race Nationally Black Americans Female 27% Female Female 35% 27% 35% Black 73% 65% Female Male Male Male Black 73% 65% Male U.S Centers for Disease Control & Prevention, 2006
  • 10. New HIV Infections by Transmission and Race Nationally Black Americans MSM-IDU MSM- 4% IDU IDU IDU 3% 12% Men having 14% sex with Heterosexual men (MSM) 43% Heterosexual 53% Men having 31% sex with men (MSM) 41% U.S Centers for Disease Control & Prevention, 2006
  • 11. When HIV/AIDS Hits Home Percent knowing someone with HIV or who has died from AIDS (textured portion indicates close friend or family member) 58% 43% 43% 38% 37% 21% 20% 19% All Black Latino White 2009 Survey of Americans on HIV/AIDS, Kaiser Family Foundation
  • 12. AIDS More Deadly for Black Americans Deaths per 100,000, Ages 25-44 32.9 Blacks Latinos 4th leading cause White of death among Black men, 25-44 19.9 3rd leading cause of death for Black women, 25-44 7.6 2.5 4.3 1.0 Males Females U.S Centers for Disease Control & Prevention, 2006
  • 13. Less Attention to HIV/AIDS in Recent Years Percent saying they have heard a lot/some about HIV/AIDS in the U.S. during the last year… A lot Some 2006 34% 36% 2009 14% 31% 2009 Survey of Americans on HIVAIDS, Kaiser Family Foundation
  • 14. Communications Challenges Individual concern about HIV/AIDS is great, yet there is limited sense of community ownership or response. There is a notable leadership vacuum. HIV/AIDS is seen as a disease of “others.” When people don’t see themselves as at risk or affected they tune out. Stigma – and fear – keep people from taking action. Using protection, getting tested, even talking about HIV/AIDS are seen as “cause for concern,” as shameful, rather than empowering. Worry that HIV/AIDS is seen as yet another problem facing the community, a failing.
  • 15. Communications Challenges Individual concern about HIV/AIDS is great, yet there is limited sense of community ownership or response. There is a notable leadership vacuum. HIV/AIDS is seen as a disease of “others.” When people don’t see themselves as at risk or affected they tune out. Stigma – and fear – keep people from taking action. Using protection, getting tested, even talking about HIV/AIDS are seen as “cause for concern,” as shameful, rather than empowering. Worry that HIV/AIDS is seen as yet another problem facing the community, a failing.
  • 16. Greater Than AIDS A Coordinated National Response
  • 17. Overview – A broad coalition of public and private sector partners united in response to the AIDS crisis in the U.S., in particular the disproportionate epidemic among Black Americans; – Developed in support of Act Against AIDS, a multi-year effort by the CDC to refocus attention domestically; – The Kaiser Family Foundation provides strategic direction and day-to-day management.
  • 18. Key Components – A national campaign supported by leading media, including radio, TV, outdoor, print and online; – Special promotions with media, consumer brand and other private sector partners; – Targeted partnerships with Federal, state and local health departments and AIDS offices, AIDS service organizations, community groups and others; – Comprehensive informational resources, including a dedicated website (greaterthan.org) and social networking platforms.
  • 19. Core Themes Engender UNITY around the problem of— and solution for HIV/AIDS. Instill HOPE about the possibility of reducing the spread of HIV. EMPOWER individuals to take personal action.
  • 20. Calls to Action Be Informed Act with Respect Talk Openly Use a Condom Get Tested—and Treated Get Involved
  • 21. Communications Strategy Elevate the public’s knowledge and understanding of domestic HIV/AIDS epidemic Reach and engage those most affected by HIV/AIDS, specifically Black Americans Prioritize communities hard hit by HIV/AIDS
  • 22. Priority Areas Based on HIV/AIDS Prevalence and Incidence Atlanta, GA Jacksonville, FL Baltimore, MD Kansas City, MO Baton Rouge, LA Little Rock, AR Birmingham, AL Los Angeles, CA Chicago, IL Memphis, TN Cincinnati, OH Miami, FL Cleveland, OH New Orleans, LA Columbia, SC New York, NY Columbus, OH Newark, NJ Dallas / Ft. Worth, TX Oakland, CA Denver, CO Orlando, FL Detroit, MI Philadelphia, PA Durham, NC Richmond, VA Gary, IN San Francisco, CA Houston, TX St. Louis, MO Jackson, MS Washington, DC
  • 23. We Are Greater Than AIDS
  • 24. Greater Than AIDS Year 1, June 2009 to date
  • 25. Greater Than AIDS National Campaign Media Placements, Sept 2009 – May 2010 Detroit Cleveland New York San Francisco Newark Gary Columbus Philadelphia Oakland Chicago Baltimore Kansas City Cincinnati Denver Washington, DC Richmond St. Louis Los Angeles Memphis Durham Little Rock Columbia Atlanta Birmingham Fort Worth Jackson Dallas Jacksonville Houston Baton Rouge CBS Outdoor (759 placements, 22 markets) Orlando Clear Channel Outdoor (1,530 placements, 19 markets) New Orleans Blu Line Media (2,500 placements, 11 markets) Clear Channel Radio (2,347 placements, 69 stations) Miami American Urban Radio Network (296 placements, 3 stations) ESSENCE Magazine (Monthly ads; nationwide circulation to 8.1 million women each month) ESSENCE.com *NOTE: Radio placements 9/15/09 – 3/29/10 Priority Markets Noted
  • 26. Greater Than AIDS Core Campaign MSM Specific Placements, Phase 1 Outdoor Placements Print ads Online Promotions
  • 27. Greater Than AIDS National Campaign State Partnerships Texas Department of State Health Services Florida Department of Health & Bureau of HIV/AIDS Local Tag: 2-1-1 Local Tag: 800-FLA-AIDS 1,140 Outdoor Media Placements, Phase 1 489 Outdoor Media Placements, Phase 1 Jacksonville Daytona Beach Orlando Dallas-Fort Worth Tampa Bay Houston Miami Fort Lauderdale San Antonio West Palm Beach
  • 28. Greater Than AIDS National Campaign Supporting Local HIV/AIDS Information Resources California Chicago New York City Washington, DC 800-367-AIDS 800-243-2437 800-TALK-HIV 3-1-1 893 Outdoor Media 239 Outdoor Media 285 Outdoor Media 514 Outdoor Media Placements, Phase 1 Placements, Phase 1 Placements, Phase 1 Placements, Phase 1 Chicago San Francisco Oakland Washington, DC Los Angeles New York City
  • 29. Greater Than AIDS National Campaign Community Partnerships The United Way of the Mid-South San Francisco AIDS Foundation 400 Outdoor Media Placements in Memphis, TN Free HIV Testing Cross Promotion
  • 30. Greater Than AIDS Partners in Texas National Partners Radio One American Urban Radio BET Dallas Network (AURN) ESSENCE 97.9 KBFB-FM Bryan Interactive One 94.5 KSOC-FM 101.9 KZTR-FM Fort Worth MTV Houston Corpus Christi Dallas Houston 97.9 KBXX-FM 102.9 KNDA-FM CBS Outdoor 102.1 KMJQ-FM Dallas Abilene/Sweetwater 92.1 KROI-FM 730 KKDA-AM Beaumont-Port Arthur Hooks Priority Markets Noted Dallas/Fort Worth TV One 103.5 KZRB-FM Houston-Galveston Athens Houston San Antonio Austin 1500 KANI-AM CBS Radio Tyler-Longview Bryan Killeen Dallas Corpus Christi 103.1 KSSM-FM 1003. KJKK-FM Clear Channel Outdoor Dallas 1050 RMY-AM 105.3 KRLD-FM Dallas/Fort Worth El Paso Marshall 98.7 KLUV-FM El Paso Fort Worth 1450 KMHT-AM 107.5 KMVK-FM Houston Georgetown 1080 KRLD-AM San Antonio Henderson National Newspaper 103.7 KVIL-FM Houston Publishers Association Houston Blu Line Media Jacksonville Austin 95.7 KKHH-FM Austin Lubbock Dallas 650 KIKK-AM Corpus Christi Mt. Pleasant Houston 610 KILT-AM Dallas Odessa Longview 100.3 KILT-FM Fort Worth Tyler Lubbock 96.5 KHMX-FM El Paso Sulphur Springs Plano 101.1 KLOL-FM Houston San Antonio San Antonio Laredo Vernon Tyler Clear Channel Urban Radio Denton County Killeen Lubbock 92.3 KIIZ-FM San Antonio
  • 31. Texas Outdoor Media (9/09-6/10) Interior Mall Billboards Posters TOTAL Bus Ads Kiosks Dallas- 15 100 300 4 419 Fort Worth Houston 9 50 300 7 359 San 5 50 300 355 Antonio Dallas-Fort Worth Houston San Antonio
  • 32. Community Events in Texas Magic Johnson Pool Tournament and Testing Event Free HIV testing during the NBA All-Star Weekend, jointly organized by the Black AIDS Institute and the Urban League of Greater Dallas. February 2010 Dallas, TX
  • 33. Greater Than AIDS Company Commitments Clear Channel Radio Network Clear Channel Creative Services Group produced Greater Than AIDS PSAs for distribution across the Clear Channel Radio Network. A Greater Than AIDS customized micro- webpage provides information about HIV/AIDS and links from all Clear Channel station websites. Greater Than AIDS is working with stations in priority markets on cross promotions and special events. Clear Channel and Greater Than AIDS are collaborating on a :30 minute public affairs show for radio. Clear Channel Outdoor also provides significant placement for Greater Than AIDS PSAs across the nation.
  • 34. Greater Than AIDS Company Commitments ESSENCE ESSENCE.com features customized Greater Than AIDS content, including an HIV/AIDS “quiz,” monthly editorials and special interviews. Each day in the month of February, ESSENCE tweeted 28 ways to be “Greater Than AIDS” ESSENCE provides high-profile placement for Greater Than AIDS PSAs in the magazine. Greater Than AIDS in collaboration with the Black AIDS Institute provided free HIV testing onsite at the 2009 ESSENCE Music Festival.
  • 35. Greater Than AIDS Special Promotion with GYT: Get Yourself Tested Campaign BE GREATER THAN AIDS: Greater Than AIDS teams up with GYT: Get Yourself Tested campaign to promote HIV and Get Yourself Tested Week STD testing in 10 cities in lead up to National HIV Testing Day (June 27, 2010). Targeted media promotions will encourage individuals to get tested for HIV. Online resources will direct to area testing locations and highlight National HIV Testing Day activities. ATLANTA ▪ CHICAGO ▪ CLEVELAND ▪ DALLAS ▪ HOUSTON ▪ LOS ANGELES MIAMI ▪ NEW JERSEY ▪ NEW YORK CITY ▪ WASHINGTON, DC Planned Parenthood Federation of America is June 19 – June 27, 2010 working to secure free testing for the week. Additional testing centers identified by the CDC, state & local health departments also being highlighted as part of the promotion.
  • 36. Greater Than AIDS Core Campaign Community Activities & Local Events Free HIV Testing during NBA All Stars in HBCU Student Summit in Atlanta, February 2010 Dallas, February 2010 ESSENCE Music Festival 2009 “Greater than AIDS” Reception at Congressional Black Caucus Annual Serena Williams will.i.am Jamie Foxx Legislative Conference, Angela Burt Murray, Editor, ESSENCE and Jeff Crowley, Office of National AIDS Policy September 2009 Elton John Post Oscars Party, March 2010

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