AHF's Innovative 'Stay Negative' HIV Prevention Campaign Successfully Breaks Through to Targe...(learn whether they are infectedallowing ...),Health

Date:10/4/2007

learn whether they are infected, allowing them to benefit from early access to treatment and to reduce the risk of unknowingly infecting their partners," said Whitney Engeran III, Director of AHF's Public Health Division. "We are pleased to have found a way to engage the targeted audience, while also effectively communicating the crucial and potentially lifesaving message that condom-use and HIV testing should be as routine as going to the gym or wearing a seatbelt-just another measure you take to keep yourself healthy."

The integrative nature of the campaign was particularly effective as evidenced by high recall of all key media. Campaign elements included magazines and outdoor mediums, such as bus shelters and billboards, as well as guerilla media, including coasters and mirror slicks. A campaign website, http://www.staynegative.org, featured prominently on all materials, served as a resource for information about the effectiveness of condoms in preventing sexually-transmitted diseases, facts about correct condom-usage and accessing HIV testing services.

"As the creators of the 'Stay Negative' social marketing campaign for AHF, we are truly gratified to see that our strategy of connecting at the level of people's values worked so well in cutting through the clutter of other messages and motivating people to stay negative and get tested," said Rene Fraser, Ph.D, CEO of Fraser Communications.

In order to evaluate the impact of "Stay Negative", Fraser Communications conducted a post-campaign survey between June 25 and July 25, 2007. The methodology consisted of both in-person intercepts and an online survey of men who have sex with men (MSM) residing in the targeted areas. The majority of the respondents in the study were between the ages of 36 and 50 (48%). Among the Latino respondents, 31% were between the ages of 18 and 25. Of the total respondents, 88% identified themselves as gay or homose
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SOURCE AIDS Healthcare Foundation Copyright©2007 PR Newswire. All rights reserved

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