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AHF's Innovative 'Stay Negative' HIV Prevention Campaign Successfully Breaks Through to Target Audience
Date:10/4/2007

Effectiveness of High Impact Social Marketing Campaign, Funded in Part by

the County of Los Angeles, Measured by Remarkably High Recall,

Identification of Key Messages and Resonance Across Ethnic, Age and

Socio-Economic Boundaries

LOS ANGELES, Oct. 4 /PRNewswire-USNewswire/ -- A post-campaign survey of AIDS Healthcare Foundation's (AHF) innovative "Stay Negative" social marketing campaign recently revealed the initiative's success at breaking through to its target audience and reaching its objective to create an effective health education and risk reduction campaign to raise awareness among gay males in Los Angeles County that HIV infection is still a serious threat.

Among the results of the "Stay Negative" campaign, created by Fraser Communications, AHF's Agency of Record (AOR), and funded in part by the U.S. Centers for Disease Control and Prevention (CDC) and the County of Los Angeles Department of Public Health, Office of AIDS Programs and Policy: 48% of survey respondents who recalled a campaign addressing men's sexual health or AIDS prevention clearly identified the "Stay Negative" campaign. When aided with the "Stay Negative" advertisements, a remarkable 74% of respondents indicated awareness of one or more of the ads.

The campaign also achieved resonance and appeal among a broad audience, most notably across ethnic boundaries, with 8 in 10 African Americans and Latinos reporting that they related to the advertisements. Most importantly, the ads proved motivating, increasing levels of intent to include HIV testing in respondents' overall health regimens. After viewing the advertisements, more than 55% considered including HIV testing in their overall health routine. The level of intent was even higher for Latino and African-American men at 65% and 72% respectively.

"We are particularly proud that the key messages of the 'Stay Negative' campaign-be healthy, stay negative, get tested-success
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SOURCE AIDS Healthcare Foundation
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