Los Angeles
County Department of Health Services
HIV/AIDS PROGRAM CASE STUDY
Background
Within Los Angeles County, Latinos are emerging as the largest
single group among newly diagnosed cases of AIDS. To raise awareness
about AIDS among the Hispanic community, LAGRANT COMMUNICATIONS
was hired to provide advertising and public relations services.
Target Audiences
.
Monolingual and bilingual Latinas
between the ages of 25-40.
Target Market
.
Los Angeles County
Objective
.
To educate Latinas in Los Angeles
County about HIV/AIDS and the importance of being tested.
.
Create an advertisement campaign for
Latinas.
.
To reach a minimum of 300,000 Latinas
through mass media advertisements by the first month the
campaign.
Implementation
.
Conducted a press conference to unveil
media campaign.
.
Recruited county political leaders
and HIV infected women as spokespeople for and supporters
of the campaign.
.
Develop a communications/media campaign
that promotes testing and early treatment among Latinas.
Results
.
Conducted a press conference that
included the participation of Los Angeles County Supervisors
Gloria Molina and Yvonne Brathwaite Burke, along with
the Chair of the Los Angeles County Public Health Commission
Lawrence Roberts, and HIV infected women.
Advertising:
- Developed an advertising campaign for women of color
- Latina campaign focused on using the family theme --
their family depends on them & they
should get tested.
Campaign
Name:
"Single and Married"
HIV/AIDS Media Campaign for Women of Color
Headline:
“Mi Hice la prueba del SIDA
porque mi familia depende de mi.”
Visuals:
Hispanic women with their families.
.
Spanish Mediums:
- posters
- bus interiors
- radio
.
Community Outreach
- Partnered with T.H.E. Clinic, a community-based organization
that counsel’s women and makes referrals
regarding
HIV/AIDS.
- The number of calls into the clinic increased approximately
50%.
- The number of referrals and HIV/AIDS test conducted
increased proportionately.
