Los Angeles County Department Of Health Services
HIV/AIDS Program
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Background
Within Los Angeles County, Latinos are emerging as the largest single group among newly diagnosed cases of HIV and AIDS.
Objectives
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Raise awareness about HIV and AIDS among Latinas |
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Educate Latinas about the HIV and AIDS and the importance of being tested |
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Reach a minimum of 300,000 Latinas through mass media advertising and public relations campaign by the first month of the campaign |
Target Audiences
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Monolingual and bilingual Latinas between the age of 25-40 in Los Angeles County |
Strategy
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Create an advertising campaign targeting Latinas |
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Develop a communications/media plan campaign that promotes testing and early treatment among Latinas |
Target Market
Tactics
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Conduct press conference to unveil media campaign |
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Recruit county political leaders and HIV infected women as spokespeople for and supporters of the campaign |
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Partner with community based organization |
Implementation
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Executed press conference that included participation of
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Los Angeles County Supervisors Gloria Molina and Yvonne Brathwaite Burke
Chair of the Los Angeles County Public Health Commission Lawrence Roberts
Infected HIV women |
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Recruit county political leaders and HIV infected women as spokespeople for and supporters of the campaign |
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Partner with community based organization |
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Recruit county political leaders and HIV infected women as spokespeople for and supporters of the campaign |
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Partner with community based organization |
Results
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Increased the number of calls to T.H.E. clinic by 50 percent and increased the number of referrals and HIV and AIDS tests conducted at T.H.E. Clinic
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Generated 11 radio and television hits, resulting in more than 11,000,000 media impressions |
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