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W8 - Community Mobilization: How to Get Community Partners Involved in HIV Prevention


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This presentation will show how community mobilization works to leverage limited funds and garner broad community involvement in the implementation of effective programs. Non-traditional partners offer unique expertise and talents, and are often willing to work together, focusing on a common goal. In Houston, the local city health department, non-profit organizations, and for-profit organizations partner together allowing all each partner to reach their own goals. The presenter will describe how Houston implemented Hip Hop for HIV and other community activities to reduce HIV stigma, increase HIV testing, and garner new community partners.

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W8 - Community Mobilization: How to Get Community Partners Involved in HIV Prevention

  1. 1. Community Mobilization: How to Get Community Partners Involved in HIV Prevention Nike Lukan, MPH – AIDS Foundation Houston Beau J. Mitts, MPH – Houston DHHS Jerry McCruse – KBXX-FM “97.9 The Box” Isabella Rideaux – KBXX-FM “97.9 The Box”
  2. 2. Presentation Objectives • Define and Describe Community Mobilization • Define and Discuss Coalition Building • Discuss Examples at work in Houston – Community Driven Taskforces – Collaboration with Pride Houston – Hip Hop for HIV • Define and Discuss Roles when Working with Community Partners
  3. 3. What is Community Mobilization1? • Engages all sectors of the population – A community-wide effort – To address a health, social, or environmental issue. • Brings people together – Policy makers and opinion leaders – Local, state, and federal governments – Professional groups – Religious groups – Businesses – Individual community members. • Empowers individuals and groups to take some kind of action to facilitate change 1Community Mobilization Guide; Centers for Disease Control and Prevention; November 2006;
  4. 4. How Can Organizations Benefit from Community Mobilization2? • Help address an issue impacting their community to save valuable resources • By getting involved, stakeholders will jointly take actions that should result in the desired improved health outcomes in their community. • Maximize resources with less funding 2Community Mobilization Guide; Centers for Disease Control and Prevention; November 2006;
  5. 5. What is Coalition Building3? • An organization of diverse interest groups • Combine their resources – Personnel and material • To produce a specific change • They are unable to deliver as – Independent individuals – Separate organizations 3Coalitoin-Building Primer; Centers for Disease Control and Prevention (Unpublished);
  6. 6. What Coalitions Can Do (1) • Enhance potential to gain attention and affect change • Provide talents, skills, and resources that can be shared • Propel a strategic and concerted resolution to prevention goals • Allow coalition members to own, embrace, and commit to the program goals and enroll others in their particular organizations to personally commit to them Source: Coalitoin-Building Primer; Centers for Disease Control and Prevention (Unpublished);
  7. 7. What Coalitions Can Do (2) • Ensure that community prevention approaches and materials are culturally sensitive for targeted audiences • Provide a forum for open discussion and mutual support of a common goal, with a ripple effect for the organizations that the coalition members represent – Broadens your base of support and trust • Reduce the chance of duplicating efforts, eliminate competition for resources, and improve communication within the community Source: Coalitoin-Building Primer; Centers for Disease Control and Prevention (Unpublished);
  8. 8. Coalition Building in Action • Houston Department of Health and Human Services (HDHHS) HIV/STD Prevention Task Forces – Supported by HDHHS Bureau of HIV/STD & Viral Hepatitis Prevention staff • Different Lead Agencies – Strategic effort to reach targeted populations – Comprised of community members – By-laws and Operational Guidelines – Contractual requirement to participate
  9. 9. Purpose of Task Forces To advocate, recommend strategies, and provide resources to the Houston HIV Prevention Community Planning Group (CPG) Houston HIV Prevention Community Planning Group Urban AIDS State of Latino HIV Youth M-Pact M-Pact Transgender Transgender Hepatitis C Ministry Emergency Task Force Task Force Task Force Task Force Task Force Task Force Task Force Task Force Task Force
  10. 10. Task Forces: The Inside Look • African-American State of Emergency Task Force is comprised of 25 active* members: community members/advocates, 1 representative from each community based organization, community church members, neighborhood association leaders, African- American small business owners • Transgender Task Force is comprised of 13 active members: community advocates, small business owners, people who work with the transgender population *active refers to members who participate 80% or more of task force activities and meetings
  11. 11. Task Forces: The Inside Look • The Urban AIDS Ministry is comprised of 13 active members: local preachers, church workers, church members, lay persons, faith- based organizations in the Houston area • The Latino HIV Task Force has 14 active members: community based organizations, lay persons, people who work with the Hispanic community • The Youth Task Force has 12 active members: youth living in the Houston area, youth advocates, area social workers, members of organizations who work with area youth
  12. 12. Task Forces: The Inside Look • The M-Pact Task Force comprised of 14 active members: community members and non-profit organizations who work with the population of men who have sex with men • The Hepatitis C Task Force is comprised of 14 active members: community members and non-profit organizations who work with the population of men who have sex with men
  13. 13. Task Force Prevention Activities • Mass and targeted testing events • Community forums/dialogues • Street outreach • Health fairs • HIV/AIDS prevention education • Annual summit for adolescents • Education in churches to increase conversations about sexual health issues
  14. 14. Pride Houston • Largest Pride Celebration in the South • More than 150,000 people attend each year in June • Founded over 30 years ago • HDHHS involved in LGBT Pride for over 10 years – Other City departments and elected officials – Work directly with Pride Committee Source:
  15. 15. Pride Houston 2008 • 40 HDHHS Staff and Volunteers • 5,000 Condom Packets Distributed • Condom Radio Spot
  16. 16. Pride Houston 2008
  17. 17. Pride Houston 2009 • 60 HDHHS Staff and Volunteers • 5,000 Condom Packets • Be Free Radio Spot • Pride Festival • HIV/STD Mobile Clinic – 50 Tested – No Rapid Testing • M-PACT Participation
  18. 18. Pride Houston 2009
  19. 19. Working with Pride • Identify the group or organization responsible for Pride in your area • Determine the process for you to participate – What is the cost? How to register? • Decide how you would like to participate – March, Float, Festival, Testing, etc. • Determine your message and reach out to media early • Decide what you will distribute and order materials • Sign up volunteers and have fun!
  20. 20. HIP HOP for HIV Awareness Campaign
  21. 21. Alarming Statistics/Trends • New data has shown Texas has the second highest teen pregnancy rate in the U.S. • 18,404 individuals known living with HIV in Houston/Harris County – Additional 3,500 to 4,500 individuals living with undiagnosed HIV infection • 1 in 98 Houstonians living with HIV
  22. 22. More…. • African-Americans are the highest infected population within the Houston metro area • 76% of all Gonorrhea and Chlamydia infections in Houston are among 15-24 year olds. • 75% of the 751 adolescents (ages 13-19) with reportable HIV infection in Houston/Harris County are black. • 124% increase in new HIV diagnoses among YMSM between 2001 and 2008
  23. 23. Issues Impacting HIV Transmission Among Youth • Complacency • Not perceived as serious issue • “Epidemic is over” • Have to talk about sex • Stigmatization • Lack of trust authority figures – police, doctors, legal system
  24. 24. Plan To provide free and confidential HIV and syphilis screening to 15,000 youth and young adults in the City of Houston through a well planned, well documented and well executed intervention in the summer of 2009. Target Population: African-Americans 15-40
  25. 25. Program Objectives • To increase knowledge of HIV disease and other STIs • To implement a personalized prevention and intervention strategy • To standardize service delivery • To leverage collaborative relationships with local community partners and business to create efficiencies in accessing services • To encourage individuals to promote awareness among their peers
  26. 26. History of Hip Hop for HIV • In 2007, 6,200 participants ages 15-30 tested for HIV, received their results and a concert ticket. – Testing occurred over a 2 month period – 18 Official locations around Houston and Corner to Corner in known high rate areas – Involved 10 local AIDS Service Organizations, KBXX 97.9 The BOX, Houston Department of Health and Human Services, and Former State Rep. Boris L. Miles – Total positivity rate was 0.5%,No surveys or evaluations completed • In 2008, 2,500 participants tested between the ages of 15-35. – Testing occurred over a 45 day period – Involved 18 Community Partners, Corporate Sponsors, KBXX 97.9 THE BOX, Houston Department of Health and Human Services – Total Positivity rate was 0.5%, – Surveys completed on a portion (1,400/2,500) of participants on National HIV/AIDS Awareness Day
  27. 27. Method 2009 Community Mobilization
  28. 28. Incident Command Structure
  29. 29. 4 Phases of Testing 1. Registration 2. Testing 3. Education 4. Results *All participants must complete each phase to receive an incentive.*
  30. 30. Components of Curricula • Readiness to Test • HIV/AIDS Facts • Overview of Sexually Transmitted Diseases • Condom Demonstration • Negotiating w/Partners • Questionnaire/Teach Back
  31. 31. Marathon Event Testing Kick-Off NAACP Family Technology Center 4203 Fannin Street @ Wheeler Monday through Thursday June 22-25, 2009 Public Access: 7:00AM – 10:00PM • Additional Community testing events throughout Houston leading up to the Concert
  32. 32. Hip Hop for HIV The Documentary
  33. 33. 2009 Results • 14,471 tested for HIV…in 19 DAYS – 86 HIV positives (0.6%) • 3,466 received syphilis testing, treatment, and comprehensive education – 45 syphilis positives • 821 received Chlamydia, and Gonorrhea testing – 172 Chlamydia positives – 79 Gonorrhea positives – 1 19yr.old Female positive Syp., Chl, & Gon.
  34. 34. Race/Ethnicity
  35. 35. Age Group Gender
  36. 36. Sexual Orientation Female Male
  37. 37. Program Evaluation Q1: How long have you been here today? A:(hours) 0-1: 1%, 1-2: 8%, 2-3: 23%, 3-4: 28%, 4+: 40% Q2: This HIV testing event was a good use of my time. A: Yes (75%), Somewhat (21%), No (3%)
  38. 38. More Program Evaluation Q4: Did your teacher know the subject matter? A: Yes (93%), No (3%), Don’t Know (3%) Q5: Was your teacher nonjudgmental and respectful? A: Yes (93%), No (4%), Don’t Know (4%) Q7: Did your teacher define terms in ways you could understand? A: Yes (97%), No (1%), Don’t Know (2%)
  39. 39. Pre & Post Test Results Q2: I think HIV/AIDS is a major health problem for my community. A: Yes (Pre-test: 70%, Post-test: 78%) Q5: Whenever a person goes to the doctor or hospital and gets blood taken they receive an HIV test. A: False (Pre-test: 69%, Post-test: 83%)
  40. 40. More… Q15: How is HIV transmitted? A: D. Both A & C - Sharing needles, unprotected, vaginal, anal, oral sex (Pre: 69%, Post: 81%) Q16: What are the four bodily fluids that transmit HIV? A: C. Blood, semen, breast milk, & vaginal fluids (Pre: 48%, Post: 82%)
  41. 41. Little More… Q11: The last time I got an HIV test was: A: Over 12 months ago (19%), Last year’s Hip Hop for HIV event (10%)*, Less than a year ago (36%), This is my first HIV test (36%)
  42. 42. Staff Evaluation Results 5 point Scale(5=Strongly Agree, 4=Agree, 3=Neutral, 2=Disagree, 1=Strongly Disagree, 9=Not Applicable) Q: I have received adequate ICS training and understand how chain of command works. (5=50%, 4=28%, 3=10%, 2=4%, 1=4%, 9=4%) Q:I was assigned to an area appropriate for my skills and prior/current work experience during this project. (5=79%, 4=11%, 3=6%, 2=1%, 1=2%)
  43. 43. Artist Effect
  44. 44. Benefits of Media Partnerships and Involvement • Improving media relations for your organization is critical to raising awareness of your mission. • Media coverage of your organization’s work and leadership helps establish your creditability in the community.
  45. 45. How Do Community Partners Get Media Involved? (1) • Identify one key spokesperson for your organization and present them to the world. • Know your media outlets and their demographics, go beyond the basics. • Build relationships with key “front line” talent/announcers at each outlet and make contact with them. (host, news announcer, reporters, personalities, talk show host and what they stand for)
  46. 46. How Do Community Partners Get Media Involved? (2) • Build relationships with key “behind the scenes” media personnel at each outlet and make contact with them. – General Manager, Program Director, Marketing and Public Relations Managers
  47. 47. How Do Community Partners Get Media Involved? (3) • Blitz media once a year – DO: Foster the relationship (present information and encourage participation) – DO: Establish positive relationships – DO: Discuss changes and issues, present updated facts and figures, answer questions – DO: Follow-up – DON’T: Be intimidated – media wants to hear what you have to say (be short and to the point)
  48. 48. How Do Community Partners Get Media Involved? (4) • Say “NO” to cluster exclusives • Be open minded to various formats and programs (not everyone likes what you like) • Localize the issue (For example: The HIV rate in Austin County is XX% vs. overall state/national figures)
  49. 49. How Do Community Partners Get Media Involved? (5) • Tie into current events happening in your community and customize your message to fit the audience. • Design “one of a kind” opportunities that media can’t say no to. EXPOSURE is key. • Celebrate success and build on it.
  50. 50. What are the Benefits to the Community Based Organization? • Your message is pounded and saturated into the audience • Guaranteed annual / quarterly partnership between the media entity / CBO • Increase sponsorship and revenue opportunities • Shared responsibilities of activities • Affords continued growth for the cause
  51. 51. What are the Benefits to the Media Outlet? • Our primary job is to inform, target and address issues that affect the community. • A targeted community campaign that speaks to their audience. • Provides a calendar of dedicated community events that the media entity promotes year long. • Sharing of contacts for sponsorships and revenue opportunities • Creates one of a kind events and promotions.
  52. 52. KBXX-FM “97.9 The BOX” Audience Profile
  53. 53. Demographics
  54. 54. Race/Ethnicity Hispanic Other 35% 3% White 17% Asian 1% Black 44%
  55. 55. How to Secure Sponsorship Revenue to Secure the Radio Station’s Participation?
  56. 56. 1. Identify “Key” Categories • Department/Retail Stores • Colleges • Malls • Cell Phone/Wireless Stores • Night Clubs • Apartment Complexes • Community Based Organizations (CBOs) • Water/Energy Drinks
  57. 57. 2. Conduct a Customer Need Analysis • This process begins with identifying how the HIP HOP FOR HIV Awareness Campaign’s target audience mirrors the client’s target customer base. • Once this is established, radio can communicate “benefits” for participating in the “testing/ educational” campaign and highlight special offers available during the on-site testing period. • This customer-focus approach can definitely increase “in-store traffic,” which results to increase revenue for businesses!
  58. 58. TLC – Department Store
  59. 59. Glaceau - Smartwater
  60. 60. Apartment Complex
  61. 61. Cricket Wireless
  62. 62. Thank You for Your Time! Questions…
  63. 63. Nike Lukan, MPH 713-333-5624 x482 Beau J. Mitts, MPH 212-788-4962 Jerry McCruse 713-300-5838 Isabella Rideaux 713-300-5895 Marlene McNeese-Ward 832-393-4735