texas hiv/std conference: greater than aids
DESCRIPTION
TRANSCRIPT
Inspiring a National Movement in Response to AIDS in America
GREATER THAN AIDS
Title
" We have a stake in one another, what binds us together is GREATER THAN what drives us apart.
If enough people believe in the truth of that and act on it then we might not solve every problem, but we can get something meaningful done."
Barack ObamaDecember 1, 2006 (World AIDS Day)
WHERE WE ARE TODAY
The State of AIDS in America
Among those living with HIV/AIDS …
More thanONE MILLION
Americans are now living with HIV/AIDS
U.S Centers for Disease Control & Prevention
56,000 new HIV infections each year in the U.S.
About HALF are not
receiving regular care
The Big Picture
Every 9 ½ min. someone is infected with HIV in the U.S.
ONE IN FIVE do not know they
are positive
America’s Two Epidemics
U.S Centers for Disease Control & Prevention, 2007
Black
Hispanic
White
0%
20%
10%
30%
40%
50%
60%
70%
20071985Year of Diagnosis
Percent of AIDS Cases, Adults & Adolescents by Race
U.S Centers for Disease Control & Prevention, 2006
Nearly Half of New Infections Among Blacks
White
Black
LatinoOther
12%
66%
U.S. Population
15% 17%
45%
35%
New HIV Infections2006
West
16.4
6.1
15.1
8.9
MidwestSouthNortheast
AIDS Case Rate per 100,000 by Region
11.9
Nationally
18% 37% 22% 23%
As % of all people living with HIV in U.S.
Northeast and South Hardest Hit by AIDS
U.S Centers for Disease Control & Prevention, 2007
13-29 38%
30-39 27%
40-49 24%
50+ 10%
New HIV Infections by Age and Race
U.S Centers for Disease Control & Prevention, 2006
Nationally Black Americans
30-3931%
13-2934%40-49
25%
50+10%
73% Male
27%Female
New HIV Infections Among by Gender and Race
U.S Centers for Disease Control & Prevention, 2006
35%
65%Male
Female27%
73%Male
Female
Nationally Black Americans
65% BlackMale
35%Black
Female
New HIV Infections by Transmission and Race
U.S Centers for Disease Control & Prevention, 2006
53%31%
12%
4%
Heterosexual
Men having sex with
men (MSM)
IDU
MSM-IDU
Heterosexual 43%
Men having sex with men (MSM) 41%
IDU 14%
MSM-IDU 3%
Nationally Black Americans
58%
Black
37% 43%
Latino White
Percent knowing someone with HIV or who has died from AIDS
2009 Survey of Americans on HIV/AIDS, Kaiser Family Foundation
When HIV/AIDS Hits Home
43%
All
38%
20% 19%
(textured portion indicates close friend or family member)
21%
BlacksLatinosWhite
Deaths per 100,000, Ages 25-44
32.9
7.64.3
Males
19.9
Females
2.51.0
AIDS More Deadly for Black Americans
U.S Centers for Disease Control & Prevention, 2006
4th leading cause of death among Black men, 25-44
3rd leading cause of death for Black women, 25-44
2006 34% 36%
Percent saying they have heard a lot/some about HIV/AIDS in the U.S. during the last year…
A lot Some
Less Attention to HIV/AIDS in Recent Years
2009 Survey of Americans on HIVAIDS, Kaiser Family Foundation
14% 31%2009
Individual concern about HIV/AIDS is great, yet there is limited sense of community ownership or response. There is a notable leadership vacuum.
Communications Challenges
HIV/AIDS is seen as a disease of “others.” When people don’t see themselves as at risk or affected they tune out.
Stigma – and fear – keep people from taking action. Using protection, getting tested, even talking about HIV/AIDS are seen as “cause for concern,” as shameful, rather than empowering.
Worry that HIV/AIDS is seen as yet another problem facing the community, a failing.
Individual concern about HIV/AIDS is great, yet there is limited sense of community ownership or response. There is a notable leadership vacuum.
Communications Challenges
HIV/AIDS is seen as a disease of “others.” When people don’t see themselves as at risk or affected they tune out.
Stigma – and fear – keep people from taking action. Using protection, getting tested, even talking about HIV/AIDS are seen as “cause for concern,” as shameful, rather than empowering.
Worry that HIV/AIDS is seen as yet another problem facing the community, a failing.
Greater Than AIDS
A Coordinated National Response
Overview
– A broad coalition of public and private sector partners united in response to the AIDS crisis in the U.S., in particular the disproportionate epidemic among Black Americans;
– Developed in support of Act Against AIDS, a multi-year effort by the CDC to refocus attention domestically;
– The Kaiser Family Foundation provides strategic direction and day-to-day management.
Key Components
– A national campaign supported by leading media, including radio, TV, outdoor, print and online;
– Special promotions with media, consumer brand and other private sector partners;
– Targeted partnerships with Federal, state and local health departments and AIDS offices, AIDS service organizations, community groups and others;
– Comprehensive informational resources, including a dedicated website (greaterthan.org) and social networking platforms.
Core Themes
Engender UNITY around the problem of—and solution for HIV/AIDS.
Instill HOPE about the possibility of reducing the spread of HIV.
EMPOWER individuals to take personal action.
Calls to Action
Be Informed
Act with Respect
Talk Openly
Use a Condom
Get Tested—and Treated
Get Involved
Communications Strategy
Elevate the public’s knowledge and understanding of domestic HIV/AIDS epidemic
Reach and engage those most affected by HIV/AIDS, specifically Black Americans
Prioritize communities hard hit by HIV/AIDS
Atlanta, GABaltimore, MDBaton Rouge, LABirmingham, ALChicago, ILCincinnati, OHCleveland, OHColumbia, SCColumbus, OHDallas / Ft. Worth, TXDenver, CODetroit, MIDurham, NCGary, INHouston, TXJackson, MS
Jacksonville, FLKansas City, MOLittle Rock, ARLos Angeles, CAMemphis, TNMiami, FLNew Orleans, LANew York, NYNewark, NJOakland, CAOrlando, FLPhiladelphia, PARichmond, VASan Francisco, CASt. Louis, MOWashington, DC
Priority AreasBased on HIV/AIDS Prevalence and Incidence
We Are Greater Than AIDS
Greater Than AIDS
Year 1, June 2009 to date
New Orleans
AtlantaColumbia
Baton Rouge
Birmingham
Detroit
San Francisco
Oakland
Los Angeles
Jacksonville
Orlando
Miami
Philadelphia
Little Rock
St. Louis
Baltimore
Washington, DCRichmond
NewarkNew York
Chicago
Cleveland
Columbus
CincinnatiDenver
DallasFort Worth
Houston
Memphis
Gary
Durham
Jackson
Kansas City
Priority Markets Noted
CBS Outdoor (759 placements, 22 markets)Clear Channel Outdoor (1,530 placements, 19 markets) Blu Line Media (2,500 placements, 11 markets)Clear Channel Radio (2,347 placements, 69 stations)American Urban Radio Network (296 placements, 3 stations)ESSENCE Magazine (Monthly ads; nationwide circulation to 8.1 million women each month) ESSENCE.com
*NOTE: Radio placements 9/15/09 – 3/29/10 Priority Markets Noted
Greater Than AIDS National CampaignMedia Placements, Sept 2009 – May 2010
Greater Than AIDS Core CampaignMSM Specific Placements, Phase 1
Print ads
Outdoor Placements
Online Promotions
Florida Department of Health & Bureau of HIV/AIDSLocal Tag: 800-FLA-AIDS489 Outdoor Media Placements, Phase 1
Daytona Beach
Jacksonville
MiamiFort Lauderdale
West Palm Beach
Orlando
Tampa Bay
Dallas-Fort Worth
Houston
San Antonio
Texas Department of State Health ServicesLocal Tag: 2-1-11,140 Outdoor Media Placements, Phase 1
Greater Than AIDS National CampaignState Partnerships
Chicago
Chicago800-243-2437239 Outdoor Media Placements, Phase 1
Washington, DC3-1-1514 Outdoor Media Placements, Phase 1
New York City800-TALK-HIV285 Outdoor Media Placements, Phase 1
New York City
Greater Than AIDS National CampaignSupporting Local HIV/AIDS Information Resources
Washington, DC
San Francisco
Oakland
Los Angeles
California800-367-AIDS893 Outdoor Media Placements, Phase 1
Greater Than AIDS National CampaignCommunity Partnerships
The United Way of the Mid-South400 Outdoor Media Placements in Memphis, TN
San Francisco AIDS FoundationFree HIV Testing Cross Promotion
DallasFort Worth
Houston
CBS RadioDallas1003. KJKK-FM105.3 KRLD-FM98.7 KLUV-FM107.5 KMVK-FM1080 KRLD-AM103.7 KVIL-FMHouston95.7 KKHH-FM 650 KIKK-AM610 KILT-AM100.3 KILT-FM96.5 KHMX-FM101.1 KLOL-FM
Clear Channel Urban RadioKilleen92.3 KIIZ-FM
Priority Markets Noted
Greater Than AIDS Partners in TexasNational PartnersBETESSENCEInteractive OneMTV
CBS OutdoorAbilene/SweetwaterBeaumont-Port ArthurDallas/Fort WorthHouston-GalvestonSan AntonioTyler-Longview
Clear Channel OutdoorDallas/Fort Worth El PasoHoustonSan Antonio
Blu Line MediaAustinCorpus ChristiDallasFort WorthEl PasoHoustonLaredoDenton CountyLubbockSan Antonio
American Urban Radio Network (AURN)Bryan101.9 KZTR-FMCorpus Christi102.9 KNDA-FMDallas730 KKDA-AMHooks103.5 KZRB-FMHouston1500 KANI-AMKilleen103.1 KSSM-FM1050 RMY-AMMarshall1450 KMHT-AM
National Newspaper Publishers AssociationAustinDallasHoustonLongviewLubbockPlanoSan AntonioTyler
Radio OneDallas97.9 KBFB-FM94.5 KSOC-FMHouston97.9 KBXX-FM102.1 KMJQ-FM92.1 KROI-FM
TV OneAthensAustin BryanCorpus ChristiDallasEl PasoFort WorthGeorgetownHendersonHoustonJacksonvilleLubbockMt. PleasantOdessaTylerSulphur SpringsSan AntonioVernon
Texas Outdoor Media (9/09-6/10)
Dallas-Fort Worth
HoustonSan Antonio
Billboards Posters Interior Bus Ads
Mall Kiosks TOTAL
Dallas-Fort Worth 15 100 300 4 419
Houston 9 50 300 7 359
San Antonio 5 50 300 355
Magic Johnson Pool Tournament and Testing Event
Free HIV testing during the NBA All-Star Weekend, jointly organized by the Black AIDS Institute and the Urban League of Greater Dallas.
February 2010Dallas, TX
Community Events in Texas
Greater Than AIDS Company CommitmentsClear Channel Radio Network
Clear Channel Creative Services Group produced Greater Than AIDS PSAs for
distribution across the Clear Channel Radio Network.
A Greater Than AIDS customized micro-webpage provides information about HIV/AIDSand links from all Clear Channel station websites.
Greater Than AIDS is working with stations in priority markets on cross promotions and specialevents.
Clear Channel and Greater Than AIDS are collaborating on a :30 minute public affairs show for radio.
Clear Channel Outdoor also provides significant placement for Greater Than AIDS PSAs across the nation.
Greater Than AIDS Company CommitmentsESSENCE
ESSENCE.com features customized Greater Than AIDS content, including an HIV/AIDS “quiz,” monthly editorials and special interviews.
Each day in the month of February, ESSENCE tweeted 28 ways to be “Greater Than AIDS”
ESSENCE provides high-profile placement for Greater Than AIDS PSAs in the magazine.
Greater Than AIDS in collaboration with the Black AIDS Institute provided free HIV testing onsite at the 2009 ESSENCE Music Festival.
Greater Than AIDS teams up with GYT: Get Yourself Tested campaign to promote HIV andSTD testing in 10 cities in lead up to National HIV Testing Day (June 27, 2010).
Targeted media promotions will encourage individuals to get tested for HIV. Online resources will direct to area testing locations andhighlight National HIV Testing Day activities.
Planned Parenthood Federation of America is working to secure free testing for the week. Additional testing centers identified by the CDC, state & local health departments also being highlighted as part of the promotion.
BE GREATER THAN AIDS: Get Yourself Tested Week
ATLANTA ▪ CHICAGO ▪ CLEVELAND ▪DALLAS ▪ HOUSTON ▪
LOS ANGELESMIAMI ▪ NEW JERSEY ▪ NEW YORK
CITY ▪ WASHINGTON, DC
June 19 – June 27, 2010
Greater Than AIDS Special Promotionwith GYT: Get Yourself Tested Campaign
Greater Than AIDS Core CampaignCommunity Activities & Local Events
Free HIV Testing during NBA All Stars inDallas, February 2010
HBCU Student Summit in Atlanta, February 2010
ESSENCE Music Festival 2009
Elton John Post Oscars Party, March 2010
“Greater than AIDS” Reception at
Congressional Black Caucus Annual
Legislative Conference, September 2009Angela Burt Murray, Editor, ESSENCE and
Jeff Crowley, Office of National AIDS PolicySerena Williams will.i.am Jamie Foxx