Los Angeles
County Department of Health Services
HIV/AIDS PROGRAM CASE STUDY (First HIV/AIDS campaign designed to target women
of color)
Objective
.
To educate African American and Latina
women in Los Angeles
County about HIV/AIDS and the importance of being tested.
.
Develop a communications/media campaign
that promotes testing
and early treatment among African American and Latina
women.
.
Create an advertisement campaign for
Latina and African
American women.
.
To have 200 incoming calls by June
30, 1996.
.
To reach a minimum of 500,000 Latinas
and African American
women through mass media advertisements by the first month
the campaign.
Tactics
.
Position the campaign as the first
in Los Angeles County
specifically targeting women of color.
Target Audiences
.
African American and monolingual and
bilingual Hispanic/Latina
women between the ages of 25-40 in Los Angeles County.
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.
.
Developed an advertising campaign.
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.
- African American campaign used the popular novel ––
“Waiting to Exhale.”
Campaign
Name:
"Single and Married"
HIV/AIDS Media Campaign for Women of Color
Headline:
“Does AIDS make you hold your
breath?
Take the test and exhale.
It helps to know.
Visuals:
African American woman.
.
English Mediums:
- newspapers
- billboards
- 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.
