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Los Angeles County Launches Its Most Comprehensive Campaign Ever to Encourage HIV Testing
Date:7/23/2009

they are aware that free HIV testing and treatment are available. This is especially important today when so many are faced with economic hardship."

The "Virus" campaign will officially begin rolling out this week and will be executed in three phases through 2010. The campaign will be in English and Spanish and will strategically target those who are most at risk for HIV in Los Angeles County. These groups include gay and bisexual men - with an emphasis on Latinos and African-Americans - and women of color. A majority of HIV infections in Los Angeles County are among men who have sex with men while HIV infection rates are growing fastest among Latinas and African-American women.

To effectively reach these audiences, the campaign will utilize a variety of traditional advertising mediums including billboards, buses, bus shelters and radio. And, for the first time ever, Los Angeles County Department of Public Health will tap into the growing popularity of guerilla marketing and social media sites with an ongoing presence on Facebook, YouTube and Twitter. Many of the campaign's advertisements along with other campaign elements, such as viral videos can be seen at Facebook.com/EraseDoubt, Twitter.com/EraseDoubt, and YouTube.com/EraseDoubt.

The first phase of the advertising effort showing the striking image of the HIV virus will address the growing complacency around HIV/AIDS, reminding Angelenos the disease is still a serious health threat while also raising doubt about one's own HIV status.

In December 2009, the second phase of the campaign will personalize HIV forcing one to face head-on the possibility they could be infected with the virus. One of the advertisements features a young African-American man who appears to be healthy. However, the same striking green HIV virus appears in one of his eyes, and the headline reads: "Get tested. The virus could be in you."


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SOURCE County of Los Angeles Department of Public Health Office of AIDS Programs & Policy
Copyright©2009 PR Newswire.
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