This document outlines a social media campaign for World AIDS Day 2008 organized by NIDA and AIDS.gov. The campaign's main goals are to encourage participation in discussions about HIV/AIDS on social media channels and help reduce stigma. It provides details on the campaign organizers and social media channels being used like Facebook, blogs, podcasts and photos/videos. The campaign aims to raise awareness, prevent spread and encourage leadership in stopping HIV/AIDS through online conversations.

1. what day is it
Social Marketing ‐December, 1st 2008

2. Web 2.0 Speak Up About AIDS
2008 WORLD AIDS DAY
SOCIAL MEDIA CAMPAIGN
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3. Campaign Organizers
NIDA (National Institute onDrug Abuse)
AIDS.gov ‐ U.S. Department of Health &
Human Services.

4. Main Goals
“Join us in Facing AIDS for World AIDS Day
and help reduce HIV/AIDS stigma”
http://www.facebook.com/group.php?gid=44267619275

5. Social Media • Official Website
Channels • Official Blog
Core Product = Participate and speak
up about AIDS
Actual Product = Reduce HIV/AIDS
• Podcasts
Augmented Products = Badges, pics,
videos, podcasts, blog posts, • RSS Feeds
comments, etc.
• Blogs (OT)
• SNS
• Locative Media
• Pics/Videos
• …conversations
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6. AIDS.gov website
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7. AIDS.gov official website
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9. AIDS.gov weblog
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11. Call to Action
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13. Why Participate?
HIV/AIDS has been a global epidemic for more than 27 years.
Most of today's youth have never known a world without it. The U.S. Centers for
Disease Control and Prevention recently published national HIV incidence (new
infections) that showed much higher numbers that previous estimates. The time is
now. Together, we can prevent the spread of this pandemic – through awareness,
care, prevention, education and research.
“HIV/AIDS has now become a pandemic that has literally put
the world at risk, affecting diverse populations in different ways”.
–Dr. Nora Volkow, NIDA Director
This year’s theme is leadership – from all sectors, including government, but
also leaders among individuals and families, communities, non‐profits and other
organizations.
The question is not should you participate, but how can you? Both NIDA and
AIDS.gov recognize the leadership of Bloggers Unite and invite bloggers to join
them in their mission to prevent and stop the spread of HIV/AIDS.
http://unite.blogcatalog.com/participate/ 13

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15. Social Networking Sites
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20. Locative Media
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22. Photo & Video
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25. HIV + DRUGS
Learn the link between drug abuse and
the spread of HIV infection in the United
States.

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27. Trying to Monitor Conversations
• Blog Reactions
– Technorati
http://technorati.com/search/World+AIDS+Day+2008?authority=a4&language=en
– Google Blog Search
http://blogsearch.google.com/blogsearch?hl=en&ie=UTF‐8&q=World+AIDS+Day+2008&btnG=Search+Blogs
• Website Traffic/Links
– Alexa.com
http://www.alexa.com/data/details/traffic_details/aids.gov
– Google.com
http://www.google.ch/search?q=link%3A+aids.gov
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