HIV stops with me - A prevention for positives social marketing campaign.
Int Conf AIDS 2002 Jul 7-12; 14:(abstract no. D11075)
Pappas L, Tierney S, Gleason D, Wittke C, Bailey J, Cagle M Better World Advertising, San Francisco, United States
HIV STOPS WITH ME is a multi-city HIV prevention campaign aimed at people who are HIV positive. The campaign began in San Francisco in 2000, was expanded to Boston in 2001, and in 2002 will incorporate Los Angeles, Long Beach and Orange County, California. The goal of the campaign is to motivate and empower HIV positive individuals to be leaders in prevention. It is designed to impact the HIV positive community through the use of real people as spokesmodels. In each city, HIV positive people are invited to audition to be spokesmodels and between 4 and 7 are chosen. Their words and images are then used to create the campaign. The campaign is a multilevel intervention utilizing a television commercial, newspaper ads, billboards, bus advertising, venue-based ads, online advertising, postcards, buttons and a website (www.hivstopswithme.org). The website has been particularly successful, averaging over one million hits per year and receiving a WEBBY award nomination for best health-related website. An evaluation of the campaign was conducted in San Francisco in 2001. Eighty-seven HIV positive individuals were surveyed. Respondents were interviewed on the street, filled out a survey that was distributed through service providers, or completed an online survey. An overwhelming majority (90%) correctly identified the campaign messages. The majority also felt that the message was clear (76%), that the spokesmodels were realistic (75%), and that the TV commercial was convincing (74%) and personally meaningful (56%). Over 28% were more likely to think that positives have a responsibility to end HIV. More than 23% reported they were more likely to believe they have a responsibility to keep partners negative, and nearly 19% were more likely to use condoms with HIV-negative or unknown status partners as a result of the campaign. Nineteen percent said they were more likely to disclose HIV status before sex.
Keywords: AEGIS, HIV Seropositivity, Social Marketing, HIV Infections, Condoms, Advertising, Data Collection, Television, Evaluation Studies, San Francisco, California, Los Angeles, Boston, prevention & control
